APT9 Exhibition Report

Left to right: JCDecaux street poster advertising APT9 at the corner of Wickham and Gotha Streets, Fortitude Valley; APT9 on QAGOMA’s social media channels live event reporting, was generated across all platforms on a regular basis to engage audiences, develop conversations and encourage sharing and word-of-mouth advocacy. Throughout the exhibition, 1115 APT9-related posts were published across QAGOMA’s social channels delivering 14.8 million impressions, 120 000 engagements and over 60 000 click-throughs to the website. The exhibition hashtag #APT9QAGOMA was used more than 75 000 times with posts featured on dedicated live social media feed screens in the APT9 Hubs at QAG and GOMA. Over 60 unique videos were produced exclusively for APT9, including promotional trailers, artist interviews and performances. Those featured on YouTube generated over 623 000 views, and more than 1000 hours were watched on Facebook. QAGOMA’s three-weekly eDM, Artmail, achieved an above-industry-average open rate of 27% across 10 dedicated editions to APT9. During the exhibition over 8000 new subscribers signed up through the website, Hub and Virgin competition. Several automated re-targeting email campaigns encouraged repeat visitation to APT9 from new subscribers. The top performing creative received five times the industry average for click-through, which can be attributed to the highly targeted content. The QAGOMA blog posted a steady stream of content, with 54 articles on APT9 generating 21 718 views. During the exhibition period (and two weeks prior for pre-opening promotion), the Gallery’s website recorded a total of 1 084 785 page views: 218 257 views were directed to the APT9 homepage, and a further 456 367 APT9-related views were recorded. Of those, 203 284 were directly to the APT9 exhibition page, with the remainder to Cinema, Kids, Up Late and Summer Festival events and other related exhibition and program pages. The Women’s Wealth microsite recorded 1290 online views, while the Hub Quiz generated 9175 online interactive views. 53 MARKETING & ADVERTISING