APT6 in Review

APT6 Up late posters on display. Marketing collateral The Gallery’s in-house design team designed all marketing materials which were distributed locally, regionally, interstate and overseas and carried sponsor logo acknowledgment. Exhibition-specific materials were: • a pre-awareness poster; • an exhibition website; • an APT6 guide (a special summer 2009–10 edition of Preview and Cinefile ); • Up Late poster, flyers and e-blast; • APT6 Cinema flyer; • Bar GoMA and APT6 Cinema postcard; • Kids’ APT brochure and Kids’ APT on Tour flyer and poster; • and opening event invitations and a save-the-date e-blast. The Gallery’s suite of corporate marketing materials also promoting the exhibition included: • Preview , the Gallery’s quarterly guide to exhibitions and events (distribution more than 50 000 ); • Artlines magazine (distribution more than 7000); • the Gallery Members magazine (distribution more than 3500); • Artmail e-bulletins (distributed to more than 17 000 subscribers); • a Children’s Art Centre program post card; • Cinefile and public programs post card; • and email signatures. Internally, foyer screens and large-scale promotional signage in the restaurants, cafes and foyers were used as additional tools to promote the exhibition. Around the Cultural Centre precinct, banners outside the Gallery of Modern Art, poster boxes and signage on both Gallery facades also ensured high-profile awareness of the exhibition. Cultural tourism marketing The Gallery worked closely with Tourism Queensland and Brisbane Marketing to promote the exhibition and Queensland and Brisbane as cultural tourism destinations. With their support, the campaign reach extended to regional Queensland, Sydney, Melbourne, New Zealand and other parts of the Asia Pacific region. These organisations provided support to the APT6 exhibition as part of their summer campaigns, which incorporated outdoor and radio advertising, direct mail, digital media, public relations and competitions. The tourism marketing activities for this exhibition encouraged people to travel to visit the exhibition or to include a visit to the exhibition as part of their travel plans. The campaign assisted to profile the exhibition to intrastate, interstate and international visitors in Brisbane, Gold Coast and the Sunshine Coast. • Of the 43% of visitors who came to Brisbane and saw APT6, 29% came to Brisbane specifically to see the APT6 exhibition. • While in Brisbane, many visitors also frequented restaurants, cafes and shops. Around half visited one of the Cultural Centre venues, such as the Queensland Museum (48%) or the State Library of Queensland (34%). One in 10 visitors (10%) saw a production at the Queensland Performing Arts Centre. • 48% of visitors to Brisbane stayed predominantly with friends or relatives during their visit, 27% stayed in hotels, 10% were in Brisbane for days trips. 47