APT9 Exhibition Report

Opposite: APT9 banner at QAG / Photograph: Joe Ruckli Top: APT9 Cultural Precinct signage / Photograph: Joe Ruckli CAMPAIGN OVERVIEW With support from Tourism and Media Partners, a multichannel marketing and advertising campaign ran from October 2018 to April 2019 that included print, radio, out-of-home, native digital, display, search and social. Campaign channel reach was strong and in some cases exceeded audience targets. Exhibition Partner acknowledgments appeared on all placements, where applicable, maximising sponsor awareness. CAMPAIGN CHANNEL OUTCOMES JCDecaux out-of-home advertising appeared across Brisbane, Sydney and Melbourne with street posters delivering more than 52 million recorded total contacts. Additional out-of-home activity included green cab wraps travelling around Brisbane CBD and South Bank, and major Cultural Precinct banner signage attracting passers-by on Grey and Melbourne Streets. Over 30% of visitors reported seeing some form of outdoor media prior to visiting. A large APT9 banner featured prominently at Brisbane Airport international arrivals terminal, courtesy of Brisbane Airport Corporation . Print advertising included local, national and international publications: The Weekend Australian , Q Weekend , U on Sunday and arts publications The Australian Culture Magazine , The Art Newspaper , Art Monthly Australasia , Vault , Art Almanac , Art Guide , Art Asia Pacific , TAASA Review , Byron Arts Magazine , Art Collector , Artlink , I on Brisbane , Creative Brisbane , Di’van Journal and Artist Profile . Additional advertising support for APT9 Kids ran in Families and Pineapple magazines. Targeting a local market, Southern Cross Austereo ’s Hit105 and Triple M stations both produced commercial on-air radio spots, which engaged listeners throughout summer. QAGOMA produced a bespoke promotional postcard (presented in stands with dedicated APT9 display banners) that appeared in arts/culture outlets and cafes/bars in Sydney, Melbourne and Brisbane as well as nearby regional hot spots. Additional QAGOMA printed collateral included the summer and autumn quarterly What’s On , Cinema and Maps brochures and APT9 features in QAGOMA’s Artlines magazine. In partnership with Schwartz Media , 18 print placements appeared across The Saturday Paper and The Monthly , as well as display advertising within the publications’ apps, websites and associated eDMs. In addition, Schwartz ran a subscription competition for readers to win a trip to Brisbane to see APT9. 49 MARKETING & ADVERTISING