DNAsia - Mapping the future of South Asian arts in the UK
DNAsia was a two-day conference that took place at Watermans Arts Centre in west London in March 2003. The conference set out to explore, celebrate and map the future for South Asian arts in the UK, and offered a dynamic forum for intelligent and fresh debate and networking for all those involved in the creation, presentation and funding of contemporary Asian arts.
The hub acted as marketing consultants for DNAsia. In the first instance, we worked with the venue and design team to establish a strong and dynamic brand identity for the conference within Watermans’ own brand. We worked with the team to establish clear marketing aims, which informed the shape of the campaign we developed and delivered. Our campaign used distribution, advertising and direct marketing activity to target the professional arts community and created national awareness of the conference amongst key organisations, artists, local authorities, funders and policy-makers. As well as compiling a 1,000 strong marketing database for Watermans, the hub brokered relationships with key organisations and sectoral bodies such as Arts Professional magazine, the National Association of Local Government Arts Officers, decibel, the Arts Marketing Association, the Independent Theatre Council, the Asian Music Circuit, London Dance and inIVA. This network provided wide and highly cost effective distribution of information on DNAsia through newsletters, websites, e-bulletins and mailings.
The campaign achieved its aims in delivering high visibility and a strong national awareness for DNAsia amongst the professional arts community, and attracting a strong, dynamic attendance at the two-day conference. Our work on DNAsia led to us working again for the venue, this time focusing on it corporate communications strategy.
‘the hub team are a professional and talented bunch. They brought energy and focus to our project and, more importantly, delivered results. Watermans will definitely be working with them again in the future.’
Jennie Gentles, Marketing Director, Watermans