The Second Asia-Pacific Triennial of Contemporary Art, Brisbane, Australia, 1996 : Report

PROMOTIONS The promotions, publicity, and advertising campaign implemented for the Second Asia-Pacific Triennial of Contemporary Art was the most complex and far-reaching ever organised by the Queensland Art Gallery. The campaign built upon the success of the First Triennial, and confirmed the reputation of the Asia-Pacific Triennial as a major international event. The campaign targeted diverse local, national and international audiences, including arts communities, ethnic communities, media representatives from arts-related, ethnic and general media institutions, tourism industry representatives, embassies and consulates in the region, schools, and the general public. The campaign proved to be extremely successful: media attendance at the opening events was excellent; the exhibition received far-reaching and overwhelmingly positive reviews and media coverage; response to advertising was very positive; and attendance numbers were double those for the First Triennial. Promotional Materials A range of promotional materials were produced to support the campaign. The key image used throughout the promotional and advertising campaign was And then, and then and then and then and then by Takashi Murakami. This was selected for its mass appeal to a wide range of audiences. An exhibition brochure was produced and distributed nationally and internationally to schools, media, travel agents, Queensland Tourist and Travel Corporation and Australian Tourist Commission offices in Australia and overseas, hotels, galleries, information booths and coffee shops. This brochure promoted the Second Triennial and associated events such as performances and films. A separate brochure was produced to promote the Conference. A full colour flier was also produced to promote the gunpowder explosion event, which was distributed until the event was cancelled. A poster was produced simultaneously and sent to many of the same outlets. A postcard advertising the exhibition was also created, and was available in coffee shops and cultural institutions in Brisbane, Sydney, Melbourne and Canberra. With permission from artist Takashi Murakami, banners for the Victoria Bridge were produced featuring the work And then, and then and then and then and then. Advertising The advertising campaign began in 1995, with the aim of building excitement and momentum for the Second Triennial. Initial advertisements focused on creating national and international awareness about the exhibition, while later advertisements concentrated on the Conference and opening activities, and informing Queensland residents about the exhibition. Various media channels were utilised for advertising, such as art magazines and newspapers, radio, and general newspapers. The Gallery received excellent support from Channel 10, which produced and aired two community service announcements on the exhibition. 1 8