Agence Najoua is expanding its communications mandate for Art Market Budapest, introducing an ambassador programme, new media partnerships and coordinated international press relations for one of Central Europe’s major contemporary art fairs.
The collaboration began in the first half of 2026 and is designed to broaden the event’s reach beyond its established art audience while maintaining the positioning and identity built by Art Market Budapest over previous editions.
Five ambassadors join the communications strategy
For the first time, Art Market Budapest is using ambassadors in a structured communications programme. The 2026 campaign features Bori Péterfy, Nóra Trokán, Gellért L. Kádár, Zoltán Tombor and Lőrinc Nagyházi, who will promote the event through their own platforms and personal appearances.
The strategy is built around using the ambassadors’ individual cultural backgrounds and audiences rather than positioning them solely as advertising faces.
Art Market Budapest founder and director Attila Ledényi said the fair has consistently sought to expand both the audience and market for contemporary art, making changes in communication methods an important part of maintaining its regional position.
Media partnerships move beyond traditional PR
Agence Najoua is also expanding the fair’s media network through partnerships designed around dedicated content formats rather than conventional press coverage alone.
Founder Belayane Najoua said the strategy combines PR, content development, media partnerships and personal media relationships in a broader integrated communications approach.
The agency is also responsible for handling international press enquiries, extending its role beyond domestic media relations. According to the agency, its team speaks nine languages, supporting communication not only with foreign journalists but also with exhibitors, diplomats, collectors and other international partners attending the fair.
Cultural experience becomes part of the agency pitch
The agency said its team has knowledge of visual arts and has worked across a wider range of cultural disciplines, allowing it to approach the fair as a cultural brand rather than purely as an event campaign.
For Art Market Budapest, the new communications model is intended to combine its established reputation with a wider audience strategy, using ambassadors and international media relations to increase visibility while preserving the brand’s existing cultural positioning.
