Queensland Art Gallery Annual Report 1996-97

The Marketing & Business Development Program was established by the There was also a range of complementary events to attract audiences to Queensland Art Gallery during 1996-97. the Gallery, including the Queensland Philharmonic Orchestra; Asia-Pacific performances during the Asia-Pacific Triennial; and Parisian jazz, cancan The formation of this program acknowledges the need to strategically dancers and a French accordion player and music during 'Paris market the Gallery and to enhance the Gallery's business development and revenue-raising activities. Media sponsorship played a vital role in allowing the Gallery to reach new audiences. Network Ten generously supported exhibitions such as 'Arthur The goals of the program are: Streeton . . .' and the Triennial; Network Seven supported 'Paris. .'; Radio • To serve existing audiences and attract new audiences to the Queensland 4QR supported 'Arthur Streeton . . .' and held regular outdoor broadcasts Art Gallery; and to promote a range of other exhibitions; Radio National supported the • To generate revenue for the Queensland Art Gallery. Triennial; and Radio B 105 FM supported 'Paris...' The program is responsible for a wide variety of tasks and issues, including: In addition to its own activities, the Program participated in several joint • Promoting exhibitions and events; marketing ventures with industry colleagues. These ventures involved the • Designing and producing Gallery publications and promotional materials; South Bank Precinct Committee, the Queensland Cultural Centre Trust • Liaising with media and industry representatives; Marketing Committee, and a new initiative—Destination Brisbane—with the • Coordinating openings and corporate events in the Gallery and mad<eting South Bank Corporation and other South Bank establishments. Projects the Gallery as a functions venue; undertaken as part of these ventures included tourism and media • Generating sponsorship for major exhibitions and events; familiarisations, tourism advertising, participation in tourism trade shows, • Coordinating the Gallery's information services and front-of-house preparation of South Bank promotional materials, and the introduction of services; paid tours for Japanese tourists. • Developing the Gallery's audiences and engaging in joint marketing ventures to attract new audiences; and Audience Development • Initiating and developing revenue-generating activities. Gallery clientele were informed of Gallery exhibitions and support programs, recent acquisitions and membership possibilities through publication and The Program's activities are based on partnerships with the public and distribution of the quarterly information bulletin What's On. Approximately corporate sectors, and on meeting the needs of the Gallery's various 30 000 What's On brochures were distributed quarterly throughout audiences. Queensland and Northern New South Wales, along with exhibition brochures and advertising posters. Promotions The Gallery's promotional program aimed to publicise the Gallery's diverse Over 100 magazines, newsletters and other community information sources exhibition program and a range of films, lectures, performances, workshops were provided with regular information on Gallery programs. and commercial activities. A variety of promotional material was produced during the year, including posters, brochures, and internal and external Gallery visitor inquiries were addressed by the contingent of forty-five banners for 'Arthur Streeton: 1867-1943', 'The Second Asia-Pacific Triennial Volunteer Information Officers, whose rostered attendance at the Information and 'Paris: In the Late I 9th Century'. Several new promotional tools Desk also accommodated the numerous telephone inquiries received by were used for exhibitions, such as a postcard for the Triennial and a neon the Gallery. sign to promote 'Paris.. Volunteer staff administered Audience Research questionnaires for the The most extensive promotional campaign ever undertaken by the Gallery exhibitions 'Arthur Streeton . . .', the Triennial and 'Paris . . .', to determine was implemented for the Triennial. This included a major program of the demographic profiles of exhibition visitors and to assess visitor satisfaction national and international advertising and publicity, with the response from and needs. writers and critics being overwhelmingly positive. The promotional campaign built upon the success of the first Triennial, and confirmed the reputation During the year, the Gallery commenced an important program to cater of the Asia-Pacific Triennial as a major international event, for the growing number of Japanese visitors. This was through the cooperative marketing initiative called Destination Brisbane, involving The Gallery's commercial activities raised important revenue during the organisations on Brisbane's South Bank. Japan ese-speaking tour guides year for acquisitions, exhibitions and other Gallery activities. Initiatives that have been engaged to present the Gallery's Australian collection, with were promoted during the year included special merchandising for the particular emphasis on Indigenous Australian art. Triennial and Paris exhibitions, and special catering facilities for the Go Bush Sundays for 'Arthur Streeton . . .' and the Cafe Montmartre for the Paris exhibition.