TEFAF 2025
TEFAF Maastricht 2025 flowerwall, credits Jitske Nap
For the 2025 editions of TEFAF Maastricht and TEFAF New York, our PR campaign ran from October 2024 through May 2025, with a strong focus on deepening TEFAF’s connection to the BeLux region. The campaign coincided with a historic milestone: in September 2024, Dominique Savelkoul was appointed as TEFAF’s first-ever Belgian Managing Director.
Dominique Savelkoul in De Tijd
"I would also like to point out that the second 'F' in TEFAF stands for 'Foundation' and not 'Fair', as is often thought. As the director of the Foundation, I have a different responsibility and I want to have a seat at the table to defend the interests of art dealers with the government and international organizations."
We positioned this leadership moment as a central media story, organizing and coordinating interviews with Dominique across a range of Belgian and Luxembourgish outlets. These conversations helped introduce her vision, underscore her local roots, and reinforce TEFAF’s evolving presence in the region.
Beyond institutional messaging, we closely collaborated with Belgian gallerists participating in the 2025 edition. By gathering their personal stories, highlighting gallery updates, and showcasing key works they were bringing to TEFAF, we were able to craft meaningful content that connected with press and audiences alike.
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Dominique Savelkoul became ELLE Woman of the Year 2025 in the Culture category
77 print media publications
38 online publications
€685K Advertising Value Equivalency
A total reach of 56 million
