World’s richest painting prize Fleurieu Art Prize enlists Adelaide agency kwp! to handle account

Aiming to be recognised alongside the Archibald in terms of public and artistic significance, the Fleurieu Art Prize has signed on Adelaide agency kwp! for the next three years to assist with growing the event’s status.

kwp! joint managing director Sylvia Mason (left) says it will be a heavily PR-led project.

Says Mason: “We see enormous opportunity here to lift the Fleurieu Art Prize to an event of national and international repute by strategically communicating some very strong messages.

“The beauty of this art prize is that it has so many layers of interest: it’s not only showcasing exceptional creative talent and artistic vision from all around the country, but also the local food and wine scene, hospitality and the spectacular landscape where the legendary McLaren Vale vineyards meet the sea.

“While the art prize itself is of great importance in the art world and is a major visitor attraction, a program of associated events will turn the whole month into a festival of celebrations, community activities and environmentally focussed initiatives.”

The last Fleurieu Art Prize, awarded in 2011, was valued at $50,000 – a greater amount than for any other landscape painting prize worldwide, and the equivalent prize money to that awarded for the 2011 Archibald Prize.

Unlike many art prizes, the biennial Fleurieu prize is also non-acquisitive, meaning winning artists get to keep or sell their own work.

Karen Paris (right), general manager says there’ll be numerous exciting announcements before the next prize event is held from October 26 until November 25, 2013.

Says Paris: “We are looking forward to very soon revealing a highly noteworthy international judge for the 2013 event, along with several other features, even before we get to the entry submission period in February.

“Then we will invite artists Australia wide and internationally to enter painting works of a landscape theme – the criteria is quite open this year so we anticipate seeing a broad array of artwork hit the walls in a dynamic range of exhibitions throughout the region.

“In 2013, we will focus on this single landscape entry category and will award a major and a people’s choice prize, the details of which will be announced in February.”

The event’s administration will also be reinvigorated with the appointment of new chair Paul Hamra, managing director of Solstice Media, and the addition of new board members Hugo Michell, director of Michell Gallery, and David McKee, Adelaide company director and formerly of Macquarie.

In selecting kwp! to handle the event’s communications, Paris says it was the combination of the agency’s expertise plus the advantage of having a one stop shop that made the choice clear.

Says Paris: “The timing was perfect in that kwp! has recently expanded its services to include specialist PR, which will ensure we grow important relationships and see that our messages reach the right audiences.

“We will also draw on kwp!’s user experience, design and social media skills, on top of their advertising and Ikon Adelaide media offerings.

“We look forward to a highly productive, collaborative relationship, and to toasting the success of next year’s and future Fleurieu Art Prizes with some fine South Australian wine.”