Tourism Industry Toolkit

CONTENTS

INTRODUCTION ...... 3 EXHIBITION OVERVIEW ...... 3 MARKETING CAMPAIGN ...... 4 INDUSTRY OPPORTUNITIES ...... 5 WHOLESALE TICKETS ...... 6 RETAIL TICKETS ...... 7 EXHIBITION EXPERIENCES ...... 8 PROMOTIONAL IMAGERY ...... 9 PROMOTIONAL COPY ...... 10 SOCIAL MEDIA ...... 11 INTERESTING LOVE & DESIRE FACTS ...... 12 FAQS AND GENERAL VISITING INFORMATION ...... 13 CONCIERGE SHEET ...... 16

INTRODUCTION A rolling program of paid blockbuster and major exhibitions has seen new and increasing audiences experience the NGA. In recent years, Versailles: Treasures to the Palace (2016-17) and Cartier: The Exhibition (2018) have received international recognition, record-breaking media generation, strong interstate visitation, created significant economic impact and garnered substantial local industry support. Love and Desire: Pre-Raphaelite Masterpieces from the Tate is the first international painting show at the NGA since Turner and the Tate (2013). This exhibition is a superb example of how the ACT Government’s ongoing collaboration with the NGA adds to Canberra’s vibrant events calendar and provides even more reasons for visitors to take a short break in the nation’s capital. We invite you to leverage the benefits of the exhibition across the tourism and hospitality sectors by joining us in the promotion of this exclusive Canberra event.

EXHIBITION OVERVIEW The Pre-Raphaelites, a secret society of young artists founded in London in 1848, shook the art world of mid- nineteenth century Britain. They lived at a time of tremendous global change when everything was being redefined—beliefs and values, work and love. Their passionate, anti-establishment personalities matched the daring stories and extreme techniques of their dazzling and controversial paintings. They embraced innovation by selling (or retaining) the reproductive rights to their work, by staging single-painting exhibitions and by making replicas and prints for clients. They took inspiration from new research and scientific discoveries and new technologies, while still maintaining an attentive appreciation for nature. Above all, they wanted to make art for the modern world. Their works depict a range of themes and are rich with symbolism. Masterpieces on view at Love and Desire: Pre-Raphaelite Masterpieces from the Tate will include the Tate Britain’s most visited work of art, John Everett Millais’ Ophelia, along with John William Waterhouse’s The Lady of Shalott. More than 40 of Tate Britain’s best-loved works, a further 30 loans from British and Australian collections and 37 works from the NGA collection will show the themes of the Pre-Raphaelite movement in this unsurpassed collection. Forming a stunning survey of the Pre-Raphaelite movement, this exhibition explores the differing styles of the artists, the importance of draughtsmanship and the collaborative work involved in the applied arts central to the movement. Love and Desire: Pre-Raphaelite Masterpieces from the Tate will be accompanied by a full program of activities including late night events, theatrical and musical performances, romantic possibilities, and fascinating talks. The NGA website is the best source of information for these events: www.nga.gov.au/calendar

MARKETING CAMPAIGN Love and Desire: Pre-Raphaelite Masterpieces from the Tate is promoted though an extensive investment in an integrated and strategic marketing campaign. The campaign will deliver content and messaging across a range of activities, including public relations, advertising, promotions, tourism, social reach and activations, digital marketing initiatives which are planned to specific exhibition milestones and target audience media consumption indicators. The media buy strategy will target consumer markets interested in tourism, arts and entertainment through the following channels:

• TV (regional and metro, catch up and on- demand) • Cinema • Print (Art, culture and lifestyle mags) • Radio (Canberra FM) • Out of Home/Transit (Transit, Airport, Canberra Centre) • Digital (Programmatic, mobile, search) • Ticketek: Comprehensive targeted campaign

The campaign also includes creative collaborations, local and national partnerships, promotions and events, direct marketing and collateral distribution to further awareness and ticket sales conversion.

A number of signature events will be held during Love and Desire: Pre-Raphaelite Masterpieces from the Tate including:

CELEBRITY OUTDOOR EVENT – 19 JANUARY - to be announced next week

CELEBRITY MUSICAL PERFORMANCE – 8 FEBRUARY - to be announced next week

DIRECTOR’S DINNER – 22 FEBRUARY Join NGA Director Nick Mitzevich for the most talked about Members event of the year. Includes an exhibition introduction, an exclusive viewing of Love & Desire: Pre-Raphaelite Masterpieces from the Tate and a three-course dinner

LOVE AND DESIRE WEDDING – 2 MARCH An exhibition of Love and Desire would not be complete without a wedding at the Gallery. A competition is being held, offering one lucky couple the chance to be married at the NGA during Love and Desire.

VALENTINE’S DINNER – 15 FEBRUARY

A curated night of feasting like the gods under a February moon including live performance, music, poetry and romance. Internationally acclaimed singer and host extraordinaire Mikelangelo will transport you and your valentine into the romantic world of the Pre-Raphaelites.

INDUSTRY OPPORTUNITIES Leverage the benefits of Love and Desire: Pre-Raphaelite Masterpieces from the Tate, an exclusive Canberra event, by promoting it alongside your products. Your NGA tourism contact is Kathryn Scobie (02 6240 6641, [email protected])

• Media Centre: The media centre is your access to all industry resources for Love and Desire: Pre- Raphaelite Masterpieces from the Tate, including ticket information, images, copy, FAQs and concierge sheets. Visit the portal at https://nga.gov.au/tourism • Social media: For pre-sized images please contact Kathryn Scobie. • Wholesale tickets: Discounted exhibition tickets are available to your business for packaging with your own products and experiences. To order visit www.ticketek.com.au/ngawholesale • Order tickets: Tickets can be ordered directly from Ticketek via the website www.ticketek.com/ngawholesale using a credit card or through the Ticketek Canberra office using direct debit or invoice. Email your ticket order forms to [email protected] or call (02) 6208 0180. • Complimentary familiarisation tours: Famil tours are an important tool for your team to experience the exhibition and gain knowledge to assist them to promote your exhibition themed packages to your clients. Complimentary guided tours of the exhibition for managers, sales representatives and FOH staff take place from 17-21 December. Limited places available. Book your tour now with [email protected]. • Exhibition collateral: Posters and brochures for the exhibition will be available for partner use. Register your interest to receive collateral with Kathryn Scobie by 6 December. • Wholesale catalogues: Discounted exhibition catalogues will be available through Ticketek.

WHOLESALE TICKETS Industry partners will benefit from exclusive access to wholesale priced tickets to Love and Desire: Pre- Raphaelite Masterpieces from the Tate. We invite you to leverage the extensive marketing campaign and package exhibition tickets with your own products. Tickets must be ordered through www.ticketek.com.au/ngawholesale or can be ordered directly with Ticketek Canberra Office using an order form.

Love and Desire: Wholesale Retail Pre-Raphaelite Masterpieces from the Tate General Admission Wholesale adult (undated purchased through $20.00 $25.50 Ticketek Canberra office) Wholesale adult (dated purchased online) $20.40 $25.50 Children (16 and under, accompanied by adult) Free Free

Ticket Type Undated tickets Dated tickets Visitor may visit the exhibition on any date. Tickets valid for a single entry on the Untimed, single entry only. specified date only. Purchase via: Purchase via: • Ticketek Love and Desire: Pre- • Ticketek Love and Desire: Pre- Raphaelite Masterpieces website Raphaelite Masterpieces website using credit card using credit card • Ticketek Canberra office using direct Delivery debit or invoice. Email your ticket • Print-At-Home ezyTicket direct to order forms to your email [email protected] or call (02) 6208 0180 Delivery • Express Post (2-3 working days) • Ticketek Canberra Office collection (Monday – Friday 9am-5pm)

Ticket transaction fees A one-off service & handling fee of $4.50 applies per transaction on all ticket types

Refund Policy No refunds will be provided for undated tickets.

RETAIL TICKETS Retail tickets are available online with Ticketek or at NGA.

NGA Retail ticket prices Adult $25.00 Premium (9.00-10.00am Saturday and Sunday) $55.00 Concession/Student $22.50 NGA Member $20.00 Children (16 and under) Free Discover the stories Adult and children’s audio guide $7.00 Catalogue $49.95

EXHIBITION EXPERIENCES

Visitors to Love and Desire: Pre-Raphaelite Masterpieces can enjoy a range of experiences which enhance and extend the enjoyment of the exhibition. Free guided tours Free guided tours of the exhibition take place Monday – Friday at 11.00am & 2.00pm. On weekends, school and public holidays, tours occur at 11.00am, 12.15pm and 2.00pm. Audio tours Discover the stories behind the artworks with adult, children and audio tours. An iPod loaded with the audio guides can be hired for $7 or they can be downloaded from the Apple and Google Play app stores for free. For free downloaded tours visitors must bring their own headphones. Auslan tours Guided tours with an Auslan interpreter will be scheduled during the exhibition. See www.nga.gov.au/calendar for dates and times. Family fun Children 16 years and under are free to the exhibition. The exhibition includes a special Children’s Trail, gallery labels and holiday programs. For a full schedule of what’s on, including fun school holiday programs and activities, visit www.nga.gov.au/calendar. Public Programs and events A wide range of public programs and events will be held during Love and Desire: Pre-Raphaelite Masterpieces including after dark viewings, special talks and theatre and music performances. The NGA website is the best source of information for these events www.nga.gov.au/calendar. NGA Members events NGA Members will enjoy an Opening Party (now sold out), Director’s Dinner, the much-loved Members breakfast, a decadent High Tea and exclusive viewings. Exhibition Retail Products Our NGA shop will feature an exclusive collection of themed exhibition merchandise including the Love and Desire: Pre-Raphaelite Masterpieces catalogue. The shop is open from 10.00am–5.00pm every day. Love and Desire: Pre-Raphaelite Masterpieces café options Look out for our Love and Desire inspired food and beverage options in the NGA Café, outdoor Street Café or in the Sculpture Garden.

PROMOTIONAL IMAGERY Promotional imagery and copy can be accessed via the NGA Tourism Portal at https://nga.gov.au/tourism 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 [email protected] with further questions. All use of images must be accompanied by a caption and no text should be displayed over the top of supplied images.

John Everett Millais Ophelia 1851-2 oil paint on canvas Tate collection presented by Sir Henry Tate 1894 © Tate

John William Waterhouse The Lady of Shalott 1888 oil on canvas Tate © Tate

PROMOTIONAL COPY

20 words Love & Desire: Pre-Raphaelite Masterpieces from the Tate

Discover a stunning world of Love & Desire as the Tate’s pre-Raphaelite masterpieces visit Australia for Summer’s most romantic exhibition. 14 December 2018 – 28 April 2019 Open daily, 10.00am – 5.00pm

50 words Love & Desire: Pre-Raphaelite Masterpieces from the Tate

Discover a stunning world of Love & Desire as the Tate’s pre-Raphaelite masterpieces come to Australia for this Summer’s most romantic exhibition. Don’t miss this once in a lifetime opportunity to experience the breathtaking beauty of paintings inspired by the great love stories of history and literature. 14 December 2018 – 28 April 2019 Open daily, 10.00am – 5.00pm

100 words Love & Desire: Pre-Raphaelite Masterpieces from the Tate

Fall in love with John Everett Millais’ Ophelia and John William Waterhouse’s The Lady of Shalott, as the Tate’s most visited works of art leave the gallery together for the first time. Experience the breathtaking beauty of brilliant colour, meticulous detail and exquisite layering in paintings inspired by the great love stories of history and literature. Immerse yourself in a world of Love and Desire with a themed program of talks, special events and workshops. Don’t miss this once in a lifetime opportunity, exclusive to the National Gallery of Australia, Canberra. 14 December 2018 – 28 April 2019 Open daily, 10.00am – 5.00pm

NGA SOCIAL MEDIA CAMPAIGN The NGA’s social media campaign for Love & Desire: Pre-Raphaelite Masterpieces from the Tate will include:

• Daily evergreen content to guide visitors through the themes and storylines of the exhibition content • Video content ranging from cinematic advertising, exhibition, curatorial and behind the scenes vignettes and livestreaming of in-depth conversations • In-depth blog content • Highlights of content from our partners • Promoted content on Instagram and Facebook targeting our identified core audiences in campaigns that drive ticket sales, website traffic and grow social audiences • Social campaign will cover Facebook, Instagram – Stories, Highlights and IGTV included, Twitter and Medium • Hashtags for the exhibition - #lovedesire #nationalgalleryaus #preraphaelites • Tagged partners @Visit Canberra and @Tate

SOCIAL MEDIA FOR TOURISM PARTNERS KEY MESSAGES

• For the first time John Everett Millais’ Ophelia 1851–52 and John William Waterhouse’s The Lady of Shalott 1888, two of Britain’s most-loved works, leave Tate to appear in this NGA exclusive exhibition. • The Pre-Raphaelites, a secret society of young artists founded in London in 1848, shook the art world of mid- nineteenth century Britain. They loved at a time of tremendous global change when everything was being redefined—beliefs and values, work and love. Their passionate, antiestablishment personalities matched the daring stories and extreme techniques of their dazzling and sometimes disturbing paintings. • Love & Desire features over 100 pre-Raphaelite paintings, including 47 of the Tate’s most famous and best- loved works, alongside loans from other British and Australian collections.

Please tag and Follow National Gallery of Australia on these platforms:

Facebook @NationalGalleryofAustralia Instagram @nationalgalleryaus Twitter @natgalleryaus

Please use the following hashtags where appropriate:

#lovedesire #visitcanberra #preraphaelites

LINKS – please link to: nga.gov.au/lovedesire

Direct to tickets - https://nga.gov.au/lovedesire/tickets.cfm?mnuid=tix

INTERESTING LOVE & DESIRE FACTS

• The Pre-Raphaelites were a secret society of young artists founded in London in 1848. • Their passionate, anti-establishment personalities matched the daring stories and extreme techniques of their dazzling and sometimes disturbing paintings. • They embraced innovation by selling (or retaining) the reproductive rights to their work, by staging single-painting exhibitions and by making replicas and prints for clients. • Common subjects of their work are the great love stories of history and literature and modern life. • More than 40 of the Tate’s best-loved works have been generously loaned to the National Gallery of Australia for this exhibition, with a further 30 loans from other British and Australian collections and 37 from NGA. • Ophelia and The Lady of Shalott have never left the Tate simultaneously before. • This exhibition is a once-in-a-lifetime opportunity to see an unsurpassed collection of pre-Raphaelite works. • Love and Desire: Pre-Raphaelite Masterpieces from the Tate is the first international painting show at the NGA since Turner and the Tate (2013).

FAQS AND GENERAL VISITING INFORMATION

Can I purchase Love & Desire tickets at the NGA? Yes. Tickets may be purchased in person at the NGA, subject to availability. Will tickets be available on the day? Yes. Tickets will be sold at the NGA 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 1300 795 012 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. Is there timed entry for the exhibition? No, the tickets to Love & Desire are valid from 10am-5pm for the date of purchase and you are able to come and go all day. The exhibition runs from 14 December 2019 – 28 April 2019 from 10.00am – 5.00pm, 7 days. Closed Christmas Day. Can I buy a voucher or non-dated ticket? Ticket gift vouchers are on sale via Ticketek and NGA front desk and can be redeemed for any session throughout the exhibition, subject to availability. Go to the NGA front desk or Ticketek agency with your voucher to collect your official entry ticket. 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: $75.00 • Concession: $67.50 • Member: $60.00

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 • Companion cards – free entry when accompanying

Will the exhibition travel to galleries in Sydney or Melbourne? No. Love & Desire: Pre-Raphaelite Masterpieces from the Tate will show exclusively at the NGA in Canberra. Where is the National Gallery of Australia? The NGA is located in Parkes Place, in the Parliamentary Triangle on the south side of Lake Burley Griffin. What are the opening hours? Open 7 days, 10am – 5pm. Closed Christmas Day Where do I find parking and what are the fees? Paid parking applies only on weekdays until 5pm. Weekend parking is free. Underground paid parking is available via Parkes Place off King Edward Terrace. 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. How could I use public transport to visit the NGA? The closest bus stop to the Gallery on the ACTION bus routes is Kings Edward Terrace and Parkes Place East, just a short walk from the NGA. For timetable information call Acton’s Customer Service Centre on 131710 or visit www.action.act.gov.au. Taxis can drop off at the front entrance of the NGA. Call Cabxpress on 1300 222 977 or Canberra Elite on 132 227. 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. In fact, make sure you share your snaps on your social pipes! #lovedesire #nationalgalleryaus #preraphaelites Facebook @nationalgalleryofaustralia Instagram @nationalgalleryaus Twitter @natgalleryaus 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 NGA.

What are the NGA member benefits? NGA members receive a range of exclusive benefits:

• New NGA members receive a free ticket to an upcoming major exhibition, valid for 12 months • Discounted tickets to all events and exhibitions • Express entry to the exhibition • Entry to the Members Lounge with complimentary coffee and tea, open 10.15am – 4.30pm every day • Invitation to members exhibition opening parties • 10% discount in NGA shop and café • Delivery of quarterly NGA printed magazine, Artonview • Exclusive annual program of events • Members eNews for Gallery updates, insights and offers • Reciprocal benefits at all state galleries and the Museum of Contemporary Art • To become a member of the NGA visit nga.gov.au/members

More information Couldn’t find the answer to your question? Let us help you further. Please visit the NGA website at https://nga.gov.au/members/ or call 02 6240 6411.

CONCIERGE SHEET

Key dates 14 December 2018 – 28 April 2019 Exhibition overview

• Exclusive to the National Gallery of Australia. • Precious masterpieces on loan from Tate Britain. Tate is located in London and holds the national collection of British art from 1500 to the present day. • Features two of the Tate’s most loved works of art, John Everett Millais’ Ophelia, and John William Waterhouse’s The Lady of Shalott. • Many of the paintings explore the great love stories of history and literature, love and desire, femme fatales, myth, faith and modern life. • The exhibition is complemented by a themed program of talks, tours and events. • Check our website weekly for event updates: www.nga.gov.au/calendar • Children 16 and under are free when accompanied by a paying adult.

Exhibition opening hours 7 Days, 10am – 5pm. Closed Christmas Day. Ticket information Love & Desire: Masterpieces from the Tate wholesale tickets available via Ticketek Love & Desire website, www.ticketek.com.au/ngawholesale

Customer type Love & Desire ticket price Wholesale adult (undated purchased $20.00, retail $25 through Ticketek Canberra office) Wholesale adult (dated purchased online) $20.40, retail $25.50 Children (16 and under, accompanied by Free adult)

Ticket transaction fees A one-off service & handling fee of $4.50 applies per transaction

Ticket type Undated tickets Dated tickets Visitor may visit the exhibition on any date. Tickets valid for a single entry on the Untimed, single entry only. specified date only. Purchase via: Purchase via: • Ticketek Love & Desire website using • Ticketek Love & Desire website using credit card credit card • Ticketek Canberra office using direct Delivery debit or invoice. Email your ticket • Print-At-Home ezyTicket direct to order forms to your email [email protected] or call (02) 6208 0180 Delivery • Express Post (2-3 working days) • Ticketek Canberra Office collection (Monday – Friday 9am-5pm)

Contact list NGA Front Desk (7 days) 02 6240 6411 Kathryn Scobie – Associate Marketing and 02 6240 6641 Communications Manager, NGA (Mon-Fri) [email protected] Debra Boyd-Goggin - Ticketing Coordinator, 02 6240 6469 NGA (Mon-Tues, Thurs-Fri) [email protected] Ticketek Canberra office (Mon – Fri) (02) 6208 0180 [email protected] Ticketek 132 849 or 1300 795 012