APT9 Exhibition Report

APT9 banner at QAG / Photograph: Joe Ruckli MARKETING & ADVERTISING Through a strategic integrated marketing and advertising campaign, QAGOMA delivered against objectives to build awareness of and generate attendance at APT9. With the generous support of exhibition partners, APT9 exceeded the visitor target by 108 000. A significant proportion of APT9 attendees (65%) were first-time visitors to the APT series, but not necessarily to QAGOMA. Compared with APT8, the visit history profile was broadly unchanged. For APT9, 34% were first-time visitors to QAGOMA, 45% were regular visitors and 21% were returning to QAGOMA after a hiatus of 12 months or longer. Broken down by age group, 57% of visitors were under 35, a further 19% were aged 35–55 and 24% were over 55. Broken down by place of residence, 35.5% of visitors were from interstate or overseas, 15.5% from regional Queensland and 49% from Brisbane. QAGOMA’s top four audience segments dominated attendance (82%), with APT9 strongly aligning with their motivation for attending arts and cultural events: ▲ want to be the first to try something new (Stimulation) ▲ see the arts as an essential part of their lives; as food for the soul (Essence) ▲ desire to be part of something bigger and have deep sensory experiences (Expression) ▲ seek a journey of discovery to find out new things (Affirmation). 47 MARKETING & ADVERTISING