APT7 Exhibition Report

Marketing and advertising materials featuring APT7 The advertising campaign included high‑ profile pre‑opening promotions and advertising to target national and international markets. Sponsor logos appeared on all advertising collateral, maximising sponsor awareness. The campaign resulted in national, metropolitan and regional press ( The Australian , The Courier-Mail , The Sunday Mail , Gold Coast Bulletin , Toowoomba Chronicle , Lismore Northern Star , Sunshine Coast Daily ), arts and lifestyle magazines ( Art & Australia , Broadsheet , Good Weekend , Qweekend , Frankie ) and digital platforms ( theage.com.au , smh.com.au , Brisbane City Cats). Unique creative executions provided greater engagement and cut‑through. International advertising included major arts newspapers, journals and digital platforms, such as The Art Newspaper , Art News New Zealand , Art Asia Pacific and e-flux . Avant Card advertising included a nationally distributed pre‑awareness postcard, followed six weeks later with a fold‑out poster highlighting all aspects of the exhibition and, in particular, opening weekend events. A small advertising campaign was also undertaken for the two Up Late events with a strong focus on music press and digital sites. Cultural Precinct advertising included major signage outside GOMA and QAG at Stanley Place and Melbourne Street, as well as the Cultural Precinct busway. advertisiNg tHe top siX sourCes of iNformatioN for visitors to tHe eXHiBitioN: • 37% through banners outside the building • 21% through recommendations from friends, family members or relatives • 19% through the Gallery website • 19% through brochures/ postcards/posters in shops/cafes/libraries • 12% through bus shelter advertising • 10% through advertising in newspapers and magazines 63 marketing