MARKETING AND COMMUNICATION

During the October to December period of 2022, QVMAG enjoyed a high profile of marketing activities state-wide largely in promotion of the Archie 100: A Century of the Archibald Prize exhibition tour to Launceston.

Media Calls

October

• Exploring the faces of a nation through 100 years of the Archibald Prize

In-market activations included advertising across television, radio and newspaper, poster drops, corflute CBD promotions, social media advertising, new bus wraps, advertising on the Spirit of Tasmania, state-wide brochure coverage for the tourism market and a new window wrap for the Launceston Planetarium in the CBD.

• Migrant communities uniting through art for breast cancer awareness

December November

• Archie 100 welcomes nearly 3,000 visitors in first two weeks

• Exploring the mystery of Jimmy Possum

• Final weeks of Archie 100 in Tasmania

• Visitor favourite ArtRage returns for 2022

• ArtStart showcases youth talent

• Niche Market moves to QVMAG in 2023

• The first aerial survey of Launceston

Social media channels saw a healthy level of growth and engagement during this period in comparison to the 2021 reporting period. New Facebook advertising campaigns were largely to thank for this, sharing the QVMAG offer to state-wide audiences and travellers while in the state.

During the month of November QVMAG and Visit Northern Tasmania held a 'weekender competition' in celebration of the Archie 100 exhibition targeted to interstate audiences. The competition prize pack included flights to Launceston, a nights accommodation with dinner at Pepper's Silo hotel, wine from local vineyard Velo, and tickets to the Archie 100 exhibition.

The following entries were received from across Australia: VIC (163), NSW (30), QLD (80), TAS (72), SA (38) WA (27), ACT (11), NT (4).

FACEBOOK FOLLOWERS

12,573 FACEBOOK POSTS

INSTAGRAM POSTS (FEED, STORIES AND REELS)

127 WEBSITE PAGE VIEWS

2,901

87 INSTAGRAM FOLLOWERS

47,774

124,741 WEBSITE USER SESSIONS

Document Set ID: 4869145

Version: 1, Version Date: 22/03/2023

Document Set ID: 4869145

Version: 1, Version Date: 22/03/2023