London’s pre-eminent interdisciplinary art fair was founded in 2023 by Thomas Woodham-Smith and Harry Van der Hoorn – the original co-founders of Masterpiece, which closed its doors in 2022.

Set in the grounds of Royal Hospital Chelsea, The Treasure House Fair hails from an esteemed tradition of summer art fairs in London, with the 2024 edition marking the 90th anniversary of the establishment of the Antique Dealers’ Fair - later the Grosvenor House Art and Antiques Fair.

For the Fair's second edition, Cultural Comms was tasked with elevating its Instagram presence, showcasing its 'unseen wonders', and boosting awareness and engagement as well as building relationships with exhibitors, partners, and key audiences through an organic six-month campaign.

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• Developed an organic content strategy that established key pillars, a consistent tone of voice, and a regular publishing schedule. This was implemented through a monthly content plan of original material. We also negotiated with and briefed external suppliers, reducing costs while maintaining high-quality content capture.
• Refreshed the Fair's content series to highlight its unique offerings, transforming long-form topics into concise social content and creating an exhibitor and partner programme that produced interview content shared across multiple digital channels.
• Delivered over 4,400 original images and 100 videos, sharing 125 grid posts and circa 700 Stories.
• Managed approval processes to ensure content quality before publication, then scheduled and published optimised content focused on collaborations.
• Engaged with the online community, following, liking, commenting, and resharing content related to the Fair.
• Provided monthly reports to the client, highlighting key stats, recommendations, and campaign achievements.