MARKETING & COMMUNICATIONS SUMMARY SNAPSHOT

Archie 100: A Century of the Archibald Prize closed its doors on January 8 after welcoming over 16,200 visitors. The marketing campaign to accompany this touring exhibition was highly successful in terms of market conversion, resulting in one visitor per $1.23 spent.

The Art Gallery at Royal Park celebrated Lunar New Year with our community through collaboration with the Launceston Chinese Association in February. The event included Lion Dancing, sword displays, tours of the Guan Di Temple and more. A collaboration also took place with SBS Australia to host Lunar New Year themed films in the Nuala O’Flaherty Auditorium at the Museum at Inveresk. The event welcomed over 220+ visitors to the Art Gallery, and a strong content campaign was leveraged on social media, alongside a media call, to generate community engagement and awareness.

January also welcomed a new-look for QVMAG, rolled out across both physical and digital brand mediums for the institution. This brand roll-out provided a new, modernised look for the institution, enabling it to better position itself in-market as a destination for locals and tourists exploring the State. Additionally, the new brand has since enabled the institution to embark on stronger brand advertising campaigns spanning both digital and legacy advertising opportunities.

In early February the Art Gallery at Royal Park was activated with the public programs 'Woodcarving and conversation' with Tasmanian woodworker, Carol Russel. This event was a great example of how a casual drop-in style event can draw the attention of gallerygoers and registered participants on the day. Through a digital-only campaign for this event, 78 visitors attended on the day to join this free program.

March further supported vibrancy across the institution with a series of media announcements, including the launch of a new Summer/Autumn program for QVMAG, the opening of Nomads of the Sea by Lisa Reihana in collaboration with Ten Days on the Island, coverage of a new student-based photography exhibition entitled The Big Picture, the awarding of the 2022 Arts Foundation medallion to one deserving ArtRage artist and the launch of the first Niche Market at the Museum at Inveresk, in partnership with St.Giles Tasmania.

This quarter saw a range of advertising activations for the institution, including bus advertising, billboard placements both in the CBD and at the Launceston Airport, a window wrap in the CBD for the Launceston Planetarium, radio advertising for the QVMAG Shop and Launceston Planetarium, a series of social media advertising campaigns, state-wide program promotions, cross promotion in the City of Launceston e-news, print media advertising placements, and more.

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