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

A significant 66.2 percent of visitors surveyed acknowledged The Courier-Mail as the trigger for their visit to the exhibition. This represents a combination of the extraordinary promotional support provided as well as the extensive editorial coverage achieved. The Courier-Mail ’s sponsorship encompassed: • A Guide to the APT, which was a four page BAM wrap around on Saturday September 7, with editorial written by newspaper writers. • A major competition jointly presented by the Gallery, the newspaper, Singapore Airlines and The Singapore Tourism Board and three minor competitions offering APT merchandise packs. • Contra advertising to the value of $15,000. The Courier-Mail also provided consistent editorial coverage of the exhibition and programs. The exhibition coincided with the launch of the new Today section, which provided a regular and high profile avenue for coverage. Network Ten again provided a generous schedule of placements for the exhibition commercial, plus an additional commercial produced for ‘Summer Spectacular’. Of the 10.9 percent of visitors surveyed who cited television as the motivation for their visit, 17.9 indicated Network Ten as the relevant station, confirming a high visibility of the campaign. The station also supported the exhibition with high profile editorial support. The Adshel campaign achieved a high visual profile with 335 panels across 10 fortnightly periods (an average of 33 per fortnight) in a wide range of Brisbane suburbs. During the final period, half the Adshel sites were dedicated to the ‘Summer Spectacular’, primarily in suburban locations for family awareness. Of the exhibition visitors surveyed, 4.1 percent indicated that exhibition posters prompted their visit and of these a huge 64 percent identified the Adshel bus shelters as the poster. Sami Lukis with children in Eugene Carchesio’s Kids’ APT interactive work Local Newspaper coverage of Kids’ APT ‘Summer Spectacular’ prior to live-to-air TV broadcast for Channel 9 ‘Today’ program 22