TOURISM MARKETING TOOLKIT

Transcription

1 1 TOURISM MARKETING TOOLKIT

2 Contents Introduction 3 Concierge sheet 4 Marketing campaign 5 Wholesale tickets 6 Retail tickets 7 Exhibition experiences 8 FAQs and general visiting information 9 Promotional imagery and copy 11 Fun facts 13 2

3 INTRODUCTION The National Gallery of Australia s summer blockbuster exhibition, Versailles: Treasures from the Palace, runs from 9 December until 17 April The Versailles brand has high awareness and appeal in Australia across a wide range of audience groups. We invite you to leverage the benefits of the exhibition across the entertainment and tourism sectors by joining us in the promotion of this exclusive Canberra event. EXHIBITION OVERVIEW Versailles: Treasures from the Palace, is a once-in-a-lifetime chance to see and experience a mesmerising period in French history here in Australia. For the first time ever, the treasures will travel from France to entice visitors into a world of power, passion and luxury through this epic exhibition. The Palace of Versailles is central to French history being Louis XIV s architectural masterpiece, the centre of his court of absolute rule and the embodiment of luxury. Opulent art, interior design and gardens were often the backdrop to enchanting, extravagant celebrations including masked balls, theatre, opera, concerts, sumptuous feasts and fireworks. More than 130 paintings, intricate tapestries, gilded furniture, monumental statues and other objects from the Royal gardens, and personal items from Louis XIV to Marie-Antoinette, will bring to life the reigns of three kings, their queens and mistresses in a fascinating and tumultuous period of French history. Highlights include Marie-Antoinette s hand-crafted chair and harp, the marble bust of Louis XIV, the glamorous formal portrait of Marie-Antoinette, and the entire 1.5 tonne statue of Latona and her children from one of the main fountains of the Palace of Versailles. The exhibition be accompanied by a full program of activities including music performances, children s programs and public events. The NGA website is the best source of information for these events. 3

4 QUICK FACTS 9 DECEMBER APRIL 2017 Exhibition Overview Versailles: Treasures from the Palace blockbuster exhibition, only on show at the National Gallery of Australia. This epic exhibition features over 130 works of art and some have never before left France. Highlights include a portrait of Marie-Antoinette, a gilded table belonging to Louis XV s eldest son, a marble bust of Louis XIV, and the magnificent Latona Fountain sculpture. Families will be delighted with a newly developed exhibition themed space for the young and the young at heart. Free entry. Exhibition opening hours 7 Days, 10am 5pm Sat/Sun 9am 10am (Premium session) Closed Christmas Day Ticket Information Wholesale tickets available via Ticketek industry portal. To register for access please contact shane.cosgrove@nga.gov.au Customer type General Adult $20 Child (16 and under) Free Premium Session (Sat and Sun only) $45 General Gift Voucher $20 Price Ticket transaction fees Credit card fees: A payment processing fee of 1.95% applies to all credit cards except Diners Club which is 2.75%. Delivery fees: A delivery fee applies to all tickets purchased, which varies across delivery methods. o Dated wholesale tickets (both premium and general admission) EzyTicket: Print-at-home: $4.00 per transaction Venue/Pre-Paid Collection Outlet: $4.50 per transaction o Undated Gift Voucher: EzyTicket: Print-at-home: No Additional Fee Venue/Pre-Paid Collection Outlet: No Additional Fee Registered Mail: $4.95 per transaction Contact list NGA Front Desk (7 days) Shane Cosgrove Tourism and Online Marketing NGA (Mon-Fri) shane.cosgrove@nga.gov.au Ticketek or

5 MARKETING CAMPAIGN Versailles: Treasures from the Palace is promoted though an extensive investment in an integrated and strategic marketing campaign running over 10 months (from July 2016 April 2017) and across four phases (early incentive, launch, holidays and final months). The campaign mix includes PR, advertising, promotions, tourism, online, social and digital marketing initiatives and addresses all core market segments. Industry opportunities Leverage the benefits of Versailles: Treasures from the Palace by promoting it alongside your products. - Wholesale tickets: Available now at a 20% discount, for organisations who wish to package their products with exhibition tickets. Contact shane.cosgrove@nga.gov.au to register for access. - Familiarisation tours: Guided tours of the exhibition for managers, sales representatives and FOH staff in December, 9 13 January. Book your tour now with shane.cosgrove@nga.gov.au - Exhibition collateral: Posters and brochures for the exhibition will be available from 1 October. - Tourism Portal: Access to industry resources via a tourism portal on the NGA website: wholesale ticket information, images, copy, advertising schedules, FAQs and concierge sheets. Visit the portal at 5

6 WHOLESALE TICKETS Industry partners will benefit from exclusive access to wholesale tickets with a 20% commission rate. We invite you to leverage the extensive marketing campaign and package wholesale tickets with your own products. Tickets must be ordered through Ticketek, via a hidden online wholesale marketplace. To register for access, please contact shane.cosgrove@nga.gov.au. Wholesale ticket prices General Admission Standard ticket to the exhibition, dated but not timed. General Admission Voucher Standard voucher to the exhibition, guest redeems at the front desk. Undated and untimed. Children (16 and under) Premium Session (Sat/Sun only) An exclusive exhibition viewing with a limited group of people. Weekends only, from 9am 10am. Dated and timed. $20.00 $20.00 Free $45.00 Ticket transaction fees Credit card fees: A payment processing fee of 1.95% applies to all credit cards except Diners Club which is 2.75%. Delivery fees: A delivery fee applies to all tickets purchased, which varies across delivery methods. o Dated wholesale tickets (both premium and general admission) EzyTicket: Print-at-home: $4.00 per transaction Venue/Pre-Paid Collection Outlet: $4.50 per transaction o Undated Gift Voucher: EzyTicket: Print-at-home: No Additional Fee Venue/Pre-Paid Collection Outlet: No Additional Fee Registered Mail: $4.95 per transaction Refunds will be provided for dated tickets, within 3 business days following the date on the subject ticket. Contact Shane Cosgrove for information. Refunds to be facilitated through Ticketek. Refunds will not be provided follwing 24 April

7 RETAIL TICKETS Retail tickets are available via the Ticketek wbsite or at the NGA front desk. Retail ticket prices General Admission Adult $27.00 Concession/Student $25.00 NGA Member $20.00 Children (16 and under) Free Premium Experience Adult (Sat/Sun only) $55.00 Member (Sat/Sun only) $45.00 Discover the stories Adult + Catalogue $66.95 Concession + Catalogue $64.95 Member + Catalogue $59.95 Adult Audio Guide $7.00 Catalogue $39.95 Indulge in Taste Adult + Champagne (1 x flute) $52.00 Concession + Champagne (1 x flute) $50.00 Member + Champagne (1 x flute) $45.00 Premium Session Adult + Champagne (1 x flute) $80.00 Premium Session NGA Member + Champagne (1 x flute) $

8 EXHIBITION EXPERIENCES Visitors to Versailles: Treasures from the Palace can enjoy a range of experiences which extend the enjoyment of the exhibition. Audio tours Discover the stories behind works of art in the exhibition with an audio tour, available for hire on arrival to the Gallery. Free guided tours Free guided tour of the exhibition take place daily at 11am, 12pm or 2pm. Family fun Families will be delighted with our focus on family and extensive children-inspired programing. Children 16 years and under are free to the exhibition and will enjoy a free children s space themed on the Palace of Versailles; its architecture, gardens and court life. This newly created kids space will be located in the ground-level foyer as a large stand alone space. For a full schedule of what s on visit Public Programs and events A wide range of public programs and events will be held during Versailles: Treasures from the Palace. For a full schedule of what s on visit nga.gov.au/calendar Moët & Chandon at the NGA Visitors can enjoy the world s most loved French champagne, a flute of Moët & Chandon Impérial at the NGA café. Exhibition Shop A Versailles: Treasures from the Palace themed shop, featuring exclusive merchandise and an exquisite exhibition catalogue will be open for the duration of the exhibition. 8

9 FAQS AND GENERAL VISITING INFORMATION Can tickets for Versailles: Treasures from the Palace be purchased at the NGA? Tickets may be purchased in person at the front desk of the NGA, subject to availability. Will tickets be available on the day? Yes. Tickets will be sold at the Gallery during the exhibition for any dates that have tickets available. Can I change the date of my ticket? Yes. Tickets can be exchanged for another day if you are unable to attend, subject to the availability of your preferred date. Please contact Ticketek on or visit the NGA prior to the date on your ticket. Tickets cannot be exchanged or refunded if the date on the ticket has passed. What are the session times? Tickets to Versailles: Treasures from the Palace are valid from 10am-5pm for the date of purchase and you are able to come and go all day. The Exhibition runs from 9 December 17 April 2017 from 10:00am 5:00pm, 7 days, closed Christmas Day only. Premium tickets provide access to exclusive exhibition viewing with a limited group of people 9 10am, Saturday/Sunday. Will the exhibition offer concession, member and companion tickets? Yes, those holding the following can access the special concession ticket rate. Government issued pension Government issued seniors cards Australian fulltime students National Association of Visual Arts members Museum Australia Members AAGGO cardholders What are the NGA member benefits? Express queing to the exhibition Reciprocal benefits in all state galleries New NGA members get a free ticket to Versailles: Treasures from the Palace 10% discount in NGA shop and café To become a member of the NGA visit nga.gov.au/members 9

10 Can I buy a voucher or non-dated ticket? Ticket gift vouchers are on sale via Ticketek and NGA and can be redeemed for any session throughout the exhibition from 6 December 21 April 2017, subject to availability. Go to the NGA front desk or Ticketek agency with your voucher to collect your official entry ticket. Will the exhibition travel to galleries in Sydney or Melbourne? No. The Versailles: Treasures from the Palace exhibition will show only at the NGA in Canberra. Are there ticket options for visiting more than once? Yes. Buy a season ticket with unlimited general entry. Season tickets can be purchased online or at an Agency/Box office. Season tickets require the tickets be registered to an account, in case they get lost. Adult: $81.00 Concession: $75.00 Member: $60.00 Is photography permitted? Yes, you re welcome to take photos, just be considerate of other visitors and refrain from using flash, tripods or selfie sticks. Location The NGA is located in Parkes Place, in the Parliamentary Triangle on the south side of Lake Burley Griffin. Opening hours Open 7 days, 10am 5pm Sat/Sun, 9 10am (Premium session) Closed Christmas Day only Parking Parking is available off King Edward Terrace. Open 7 days a week from 9.45am 5pm. Charges apply until 5pm Monday to Friday. Weekend parking is free. The above ground car park off Bowen Drive is available for parking on weekends only. There s parking for people with limited mobility in both car parks. Assisted lift access to the NGA is available from the underground car park. We recommend vistors to Canberra are advised as to the limited parking at the NGA itself. Getting to the NGA by bus The closest bus stop to the Gallery, on the ACTION bus routes is Kings Avenue/ National Circuit, only a short 5-minute walk from the Gallery. For timetable information call Acton s Customer Service Centre on Are food and drinks permitted? Visitors can enjoy a range of food and drink options in the NGA café or the Street café, however, due to conservation regulations, food or drinks are not permitted inside the Gallery. More information Couldn t find the answer to your question, can we help you further? Please visit the NGA s website at or call

11 PROMOTIONAL IMAGERY AND COPY Promotional imagery and copy can be accessed via the Tourism portal at Key works of art have been provided to assist your promotional efforts, especially via your website and social media channels. Any advertising that includes exhibition imagery must be approved by the NGA. Contact approval prior to submission. Captions are available to download via industry portal. 11

12 Promotional copy 100 words: Versailles: Treasures from the Palace For the first time in history, a collection of over 130 sumptuous treasures from the Palace of Versailles are coming to Australia and exclusively to the National Gallery of Australia in Canberra. Prepare yourself for an epic exhibition that embodies the opulence, luxury and beauty of a period central to French history, bringing life to the reign of three kings, their queens and mistresses. From the iconic gardens to the rich paintings, from sumptuous rooms to the golden details, from Louis XIV to Marie Antoinette, this exhibition is the greatest cultural experience this summer. Dec 9 April Open daily, 10:00am 5:00pm Closed Christmas Day 50 words: Versailles: Treasures from the Palace For the first time in history, some of the world s greatest treasures from the Palace of Versailles are in Australia for an epic exhibition, exclusive to the National Gallery of Australia in Canberra. Embodying the opulence, luxury and beauty of a period central French history, it s not to be missed. Dec 9 April Open daily, 10:00am 5:00pm Closed Christmas Day 20 words: See some of the world s greatest treasures at Versailles: Treasures from the Palace, exclusive to the NGA in Canberra. Dec 9 April Open daily, 10:00am 5:00pm Closed Christmas Day Note: When packaging premium tickets please use the following detail Sat/Sun 9 10 am Social Media Visitors to Versailles: Treasures from the Palace will want to share their experience via social media and we have developed ample opportunities for them to engage on our channels. We invite you to join the conversation and promote your products alongside the exhibition via your own social channels. The simplest way to engage is to tag us with #natgalleryaus or the exhibition hashtag, #versaillesnga We monitor social media and by including these tags in your post you ensure visability. We also invite you to tag us, using our social media handles. 12

13 FUN FACTS To assist you in creating content around the exhibition, we have included facts about the art, the Palace of Versailles, the kings and the garden. Exhibition/Art: The exhibition features over 130 objects including paintings, sculptures, tapestries, woodwork, furniture, and objets d art from the greatest creators of the 17th and 18th century.some of these works are so emblematic of Versailles that they have never before left France. Highlights include a portrait of Marie-Antoinette, a gilded table belonging to Louis XV s eldest son, a marble bust of Louis XIV, and the magnificent Carrera marble Latona fountain sculpture. The Palace of Versailles Versailles was the principal Royal residence and centre of government from 1682 until Louis XIV wanted a palace that would rival all others. He transformed Louis XIII s hunting lodge into one of the most spectacular architectural achievements of the 18th century. His intention was to establish France as superior in taste and craftsmanship in the arts to anywhere else in Europe. The Palace is capable of housing up to 20,000 people. It has 700 rooms, more than 2,000 windows, 1,250 chimneys, and 67 staircases. The famous Hall of Mirrors has 357 mirrors. Up to 3,000 aristocrats, courtesans, government ministers, and servants lived there at any given time. The kings Louis XIV, or the Sun King, reigned from He announced in 1678 his intention to move the Royal Court from Paris to Versailles. Louis XIV chose the sun, and the sun-god Apollo, god of Peace and the Arts, as his emblem. The Sun King motif is stamped all over Versailles, in carvings, paintings and the décor. Louis XIV was Europe s longest serving monarch, and established absolute rule in France. He was succeeded by his great-grandson Louis XV. Louis XV was the King of France from He was known for his love of science and during his rule he enriched the gardens. The gardens Together with music, gardens were the greatest and most intimate passion of Louis XIV. The King spent long hours in the grounds of Versailles. He never ceased rearranging and embellishing his gardens which took forty years to complete. Louis XIV was keenly aware that the gardens were another way to showcase the wealth, power and prestige of France. 13