APT 2002 Asia-Pacific Triennial of Contemporary Art, Brisbane, Australia : Report

PROMOTIONS - OVERVIEW + SUMMARY ANALYSIS Media Preview, QAG, 12 Sept, 2002 Media Preview, QAG, 12 Sept, 2002 Media Preview, QAG, 12 Sept, 2002 Pasifika Divas Montien Boonma room Artist Suh Do-Ho (centre) with QAG staff OVERVIEW The Promotions Campaign met or in some cases exceeded key performance indicators. Most significantly, attendances statistics and audience surveys indicate: • attendances exceeded that of APT 3 by 65 000; • more than 50 800 people attended the ‘Summer Spectacular’; • the use of newspapers as a motivation to attend dramatically increased from 9.05 in 1999 to 24.2 percent in 2002, reflecting the extensive media coverage achieved; • a slight increase in the attendance by visitors aged 12 to 18 from 10.5 in 1999 to 10.8 in 2002; • the level of attendance by family groups reached 50.8 percent during ‘Summer Spectacular’; • the number of Brisbane visitors increased from 57% in 1999 to 58.5% in 2002 in correlation with the extensive metro press campaign, and regional Queensland visitation increased from 12 percent to 16.3 percent; and • more than 2 000 people attended the opening, 2 100 Pasifika Divas and more than 10 600 the four-day opening program of events, from Thursday 12 to Sunday 15 September. CAMPAIGN COMPONENTS Following is a summary of the seven major promotional strategies and their outcomes. 1. Promotion of the Opening Program Pre-exhibition advertising, promotional material distribution and publicity focussed on profiling and generating attendances for the opening program of events and generating initial ‘word of mouth’ promotion for the exhibition. More than 10 600 people visited over the four days from Thursday 12 to Sunday 15 September. More than 2000 people attended the exhibition opening by the Premier, Peter Beattie. Such was the success and impact of this event that it received specific complimentary mentions in national media such as The Bulletin, Newsweek and Realtime magazine. 2. Pasifika Divas promotion Promotion of the Pasifika Divas event targeted the youth, student, design, gay, performing arts audiences and young members of the Pacific community. This campaign strategy encompassed targeted distribution of a handbill, pre-publicity, advertising, and community liaison, generating an attendance of 2100 people. 3. Kids’ APT and ‘Summer Spectacular’ promotion The Kids’ APT and ‘Summer Spectacular’ promotional strategy targeted families, particularly during the post-Christmas holidays and resulted in attendance of more than 50 800 over the 15-day festival. The campaign included: • advertising in family and children’s publications, metropolitan and local press, on radio and television, and in Adshel bus shelters from December, featuring Bug Master; • extensive distribution of the poster and flier featuring Bug Master, including distribution by Creche and Kindergarten Association; • flier distribution in Quest newspapers, targeting suburbs with high populations of young children; • extensive press, radio and television publicity. 20