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Introduction: (event information, history, value of event, target market)

Event Mission:

Contribute to International development of Asian art scene; focus on new works by famous artists, as well as on emerging artists and galleries; and on International galleries who are actively developing their approach to the market in the Asia Pacific region. (SH Contemporary, 2011)

Event values/experiences:

Continue to offer experienced collectors a sense of discovery, while creating enthusiasm in a new, growing generation of art lovers and putting the contemporary art scene in contact with a new public to provide a good entry level for new buyers. (SH Contemporary, 2011)

Category exhibitors

The Art show established galleries

New Entries emerging art and photography galleries

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SH Contemporary Projects 2011 ?

First Issue Asia Pacific artists, who had their first show in 2010-2011

Hot Spot ????????????;large scale works produced for the spaces of the fair.

The Asia Pacific Photography Prize ??????????????????????????????????????

for established and new artists presented by their galleries - awarded by an international jury of photographers, editors, curators and critics.

(SH Contemporary, 2011)

Press:

Target market: growth among wealthy Asian upper middle class (within Asia Pacific geographic area) 30,000 audiences; buyers bought items worth six digits RMB exhibits, $55,000;

Brand value: the city's leading galleries & cultural initiatives; promote innovative practices, research and nurture creative moments in China and Asia Pacific region; represent the future; messier, younger, more experimental, edgier compared to HK Art Fair.

Event stakeholders:

Galleries, Shanghai's cultural & educational institutions, alternative & independent art spaces, and the most advanced expressions of the city's creative industries and media. (SH Contemporary, 2011)

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Potential sponsors and Why they fit? (relate to theory)

Sponsorship structure: tiered hierarchical structure

Lead/Title sponsor: HSBC (wealth management) MINI COOPER Shanghai Contemporary Art Fair

=>share a similar target market: young and rich people need wealth management;

What does MINI do? (in a few lines)

Demonstrate fit:

According to Masterman (2007), a critical question for all potential sponsors is that whether the sponsorship activity will create a positive or negative effect to the corporate brand, and this is referred as "sponsorship fit".

"The greater the perceived fit between the brand and associations of the sponsor and that being sponsored, the greater the transfer potential of those associations." (Smith, 2004)

Quality: Sponsors will need to sponsor someone or thing that does not fit the image of their brand but which has associations that the brand is ideally wants. (Smith, 2004) If sponsored property has high-perceived quality brand associations will transfer even when the fit is poor.

Some associations may be less obvious, therefore image transfer perceived by consumers may not take place. External resources may need to provide stimuli to establish such associations in their minds, and a common way is through leveraged advertising.

Fit match:

• Use of imagery: both brand customers have relatively high socio-economic status; (The art fair attracts the new rich generation in China, aging 25 – 40 (tbc, reference); MINI Cooper drivers usually has a younger user age than average traditional or other BMW cars;

• Brand personality: Both brands share similar personalities, including excitement (spirited, imaginative, up-to-date), sophistication (upper class and charming), and arguably successful and intelligent, according to Aaker's dimensions of brand personality (1997);

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How much money???

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1. The Asia Pacific Photography