APT9 Exhibition Report

website, eDM, social and website promotion. Dedicated out-of-home advertising with JCDecaux appeared in Sydney and Melbourne during February, supported by targeted interstate social posts. Additional social support included WeChat and Weibo posts targeting Chinese consumers. The APT9 trailers also featured across screens in local Visitor Information Centres and the Brisbane CityCat fleet. Virgin Australia ’s direct support for the exhibition included advertising via in-flight entertainment, social posts and signage in the Virgin Lounge at Brisbane, Sydney and Melbourne airports. APT9 also featured in the Voyeur in-flight magazine. Virgin cabin crew were a welcome addition to the APT9 opening event. Virgin also provided a major Hong Kong holiday prize for two, including flights and accommodation for the APT9 onsite competition, which received more than 21 000 entries. Accommodation partner Emporium South Bank featured the APT9 trailer on their large driveway and roof terrace screens and provided contra rooms for several giveaways, including Schwartz Media and Brisbane Marketing competitions. To encourage diverse cultural attendance to APT9, QAGOMA undertook an extensive engagement campaign reaching out to over 170 Asian and Pacific community contacts via email and social media, highlighting the significant art from across Asia and the Pacific on display. Around one-third of Australian visitors who came to APT, and who spoke a language other than English at home, were Asian. QAGOMA DIGITAL CHANNEL OUTCOMES Online sources were the most cited way for visitors to have found out about APT9, whether through paid sources (as outlined above) or QAGOMA’s owned channels. The Gallery used its owned digital assets — website, blog, eDMS, eSignature and digital signage — as well as social channels Facebook, Instagram, Twitter and YouTube to promote APT9. Fresh content, including 52 MARKETING & ADVERTISING