APT6 in Review

View of the Gallery of Modern Art during the APT6 exhibition. Photograph: Natasha Harth Comprehensive visitor surveys of the APT6 exhibition provided an important demographic audience profile and marketing campaign data. • 98% of attendees at APT6 enjoyed the exhibition. Demographics In total, of all APT6 attendees, 57% were from metropolitan Brisbane, 13% from another part of Queensland, 17% from interstate and 13% from overseas. • The majority of visitors to APT6 were aged between 25 and 54 years of age. • 67% of attendees were female and 33% of attendees were male. • Of all APT6 attendees 17% were under 25, 29% were 25–39yrs, 34% were 40–54yrs, 14% were 55–64yrs, and 6% were over 65. Marketing and communications Through an integrated creative and strategic marketing and communication campaign, the Gallery generated strong awareness of APT6, attracted new and returning visitors and secured unprecedented media profile and reviews. • 30% of visitors to APT6 were new to the Gallery. • 61% of visitors to APT6 attended specifically for this exhibition. The exhibition successfully enticed a mix of infrequent and regular Gallery visitors to the Gallery, as well as providing first-time visitors with an enjoyable experience of APT6. • 31% of visitors to APT6 learned about the exhibition though word-of-mouth referrals. • 20% of visitors to APT6 learned of the exhibition through newspaper or magazine advertising. • 14% of visitors to APT6 learned of the exhibition through previous visits to the Gallery. • 11% of visitors to APT6 learned of the exhibition through the Gallery’s website. Advertising The advertising campaign included high-profile pre-opening promotions and advertising to target interstate audiences through titles such as The Australian , Australian Financial Review , Sydney Morning Herald and The Age as well as major metropolitan advertising for the duration of the exhibition in The Courier-Mail . Additional advertising was undertaken in regional, local and street press, while online advertisements appeared on The Courier-Mail and ourbrisbane.com websites. The advertising campaign highlighted various components of APT6 as well as the exhibition itself, including Up Late events, and education and public programs. The support of our media partners extended the reach of the campaign to include: • an opening weekend wrap of the ETC lift-out and major Vietnam holiday competition in The Courier-Mail in partnership with Singapore Airlines, Singapore Holidays, the Hilton Singapore and the Hilton Hanoi Opera; • community service announcements on Channel Ten; • event promotion on ourbrisbane.com ; • advertising placements across the Quest Newspaper Group for the Kids’ APT Summer Spectacular festival; • national outdoor advertising with Adshel; • and CSA radio coverage on Triple M. The campaign also included placements in national and international art journals such as The Art Newspaper and Art and Australia . Audiences 44