Art Gallery of NSW: The Greats

Matt Furlong
UM

Background

The Art Gallery of NSW (AGNSW) is one of Sydney's premier cultural attractions.

In late 2015, over seventy masterpieces from the most revered names in art came to Australia for the first time, in an exhibition called The Greats.

Following a series of successful exhibitions, including Picasso's Masterpieces from the Musée National Picasso , visitor targets were ambitious. Yet, despite this exhibition being key to ongoing success of the gallery, the budget was just $50k.

A younger Sydneysider audience was identified during audience segmentation as the growth opportunity; Culture Casuals.

Culture Casuals; urban 18-39 Sydneysider with a high propensity to attend cultural events and always looking to try new things.