The National Gallery of Australia’s blockbuster exhibition, Masterpieces from Paris has smashed the exhibition attendance record of 370,000 and expects to hit 400,000 visitors by Easter Saturday.
Threesides was contracted at the commencement of the exhibition to assist the Gallery with the tourism and partnership marketing. This included working with tourism industry partners to develop Masterpieces packages and encourage visitors to Canberra. Partners include 100 local tourism operators as well as the likes of QANTAS, the ACT Government and Accor, to name a few. As result of these successful partnerships and marketing efforts, with current daily figures of about 5,000 projected to continue Masterpieces from Paris may even reach half a million visitors.
“The response to Masterpieces from Paris has been incredible and we are very pleased that people from all over Australia and, indeed, from all over the world have experienced this exhibition.” Gallery Director, Ron Radford said.
“About 80 per cent of visitors have travelled from interstate or overseas, and feedback continues to show that more that 97 per cent of visitors surveyed rate the exhibition as impressive or very impressive,” He continued.
Due to popular demand, visitors may also spend a night with the Masters when the gallery opens its doors for 32 hours straight on the last Saturday of the exhibition, April 17.
Masterpieces from Paris is on show at the National Gallery of Australia between 10am and 5pm from Sunday to Thursday and 10am and 9pm on Friday and Saturday’s. Tickets are available online via Ticketek, $25 for adults and $6 for children up to the age of 16.
So does tourism marketing work for attractions? 400,000 people can’t surely be wrong!