APT9 Exhibition Report

Further display advertising, social and native digital editorial ran across online publisher websites, eDMs and social channels including Pedestrian TV , Junkee Media , The Courier-Mail , TripAdvisor , Must Do Brisbane and The Weekend Edition, delivering strong results and often exceeding campaign objectives. Audiences responded positively to the high-quality content produced by social influencers engaged by QAGOMA. The standout was @brianneworth, whose posts reached 50% or more of her audience, well above the 15% industry average. Many users engaged by the influencers were highly responsive to APT9, exhibiting intent to attend and positive sentiment. Strategic Partner Tourism and Events Queensland (TEQ) provided key support through a substantial interstate media campaign. The exhibition was one of TEQ’s 2019 ‘It’s Live’ hero events featured in the calendar and associated marketing and promotional schedule. TEQ supplemented QAGOMA’s influencer campaign with four additional interstate visual art– inspired influencers. Additional advertising support from TEQ amplified awareness of the exhibition across the eastern seaboard via major campaigns with Junkee Media and TripAdvisor, as mentioned above. TEQ also undertook APT9 social video and social advertising to key audience targets. QAGOMA created a series of dynamic and highly creative APT9 trailers for use within our online campaign and by our partners. QAGOMA’s campaign with InMobi served video to a suite of premium mobile apps using location targeting technology. The content reached 37 000 unique users with an average frequency of 11 per video. YouTube pre-roll advertising was also well received, with placements recording a completion rate 15% greater than government benchmarks. Facebook and Instagram advertising for APT9 delivered strong campaign results to a mix of key target audiences. Link ads reached 926 431 users with 40 712 clicks. Ads for the Opening Night Party, Opening Weekend and Summer Festival reached 313 373 users with 13 770 event responses. Search engine marketing on Google ran throughout the campaign, seeing month-on-month performance improvement. Users delivered almost 30 000 clicks, more than double the QAGOMA account average for recent blockbusters. Brisbane Marketing ’s 2019 major events campaign featured APT9 as a hero event. Support included coverage in the Brisbane Visitor Guide, Visit Brisbane 50 MARKETING & ADVERTISING