SBS creates innovative virtual experience of APT8 for Tourism and Events Queensland
14 January 2016
SBS has launched an innovative virtual reality campaign promoting The 8th Asia Pacific Triennial of Contemporary Art (APT8) exhibition, on behalf of Tourism and Events Queensland (TEQ).
The campaign allows people to explore and experience the exhibition alongside SBS food personality and artist, Poh Ling Yeow, as she takes users on an interactive 360 degree guided tour.
On desktop or mobile, visitors can use their mouse or finger to move around the screen and navigate the gallery, clicking on hotspots for more a detailed encounter of the exhibition. Users can also enter a competition to win a trip to Brisbane valued at $10,000 including a private tour of the exhibition.
Jane Palfreyman, SBS Media National Brand Partnerships Manager said: “Tourism and Events Queensland wanted a way to help bring the APT8 exhibition to life and really showcase what’s on offer in Brisbane as a destination. With her vivacious personality and passion for art, Poh was the perfect person to give people across the country the chance to get up close and personal with some of the artworks, and experience a guided tour with a difference. Developed and executed by SBS Media’s Brand Partnerships and Digital teams, in conjunction with virtual reality specialists, Pixelcase, and TEQ’s strategy and planning agency UM, the solution demonstrates our ability to deliver innovative, engaging solutions for our partners across platforms.”
Tourism and Events Queensland CEO, Leanne Coddington, said: “The virtual reality campaign further highlighted APT8 as the preeminent exhibition for Asian, Pacific and Australian art. This exhibition is a major tourism drawcard for Queensland, attracting hundreds of thousands of visitors through the doors at QAGOMA. We’re proud to support APT8 as part of the It’s Live! in Queensland calendar of events, which showcases Australia’s best live events in Australia’s best destinations.”
Queensland Art Gallery | Gallery of Modern Art (QAGOMA) Acting Director, Adam Lindsay, said: “The full experience of APT8’s deeply immersive and site specific artworks can be hard to capture in still photographs or even video. The SBS team’s virtual visit gives a great taste of the scope and diversity of the exhibition — the next best thing to being there.”
The virtual reality guided tour of the exhibition can be accessed via www.sbs.com.au/food/brisbane until 10 April 2016. Entries in the competition to win a trip to Brisbane close on 31 January 2016.
ENDS
Campaign credits:
Tourism and Events Queensland
Manager, Brand & Marketing: Emma Freer
Manager, Brand & Marketing: Nadia Creevey
Marketing Specialist, Global Brand: Melissa Webster
Marketing Specialist, Global Brand: Julia Pavey
Leader – Entertainment, Culture and Design Events: Natasha Marcinkewycz
QAGOMA
Head of Marketing, Development & Commercial Services: Bronwyn Klepp
UM Brisbane
Partnerships Trader: Roisin Rafferty
Senior Client Director: Lachlan Kent
Partnerships Trader: Jesse Chapman
Senior Connections Designer: Robbie Dalton
Client Manager: Hannah MacAuslane
SBS
Digital Producer: Kate West
Creative: Jackie Warren
Creative Services Manager: Linda Varney
Account Manager: Kat Butler
Production Partner: Pixelcase