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EXHIBITION Brought to you by Glencore

PERC TUCKER REGIONAL GALLERY 29 MAY – 12 JULY 2015

EXHIBITION SUMMARY


EXHIBITION PUBLISHER Gallery Services Gallery Services, Townsville City Council PO Box 1268 Townsville Queensland, 4810 Australia ptrg@townsville.qld.gov.au ©Gallery Services, Townsville City Council and the authors 2015

ORGANISED BY Gallery Services Shane Fitzgerald Eric Nash Erwin Cruz Michael Pope Rob Donaldson Jo Stacey Holly Grech-Fitzgerald Carly Sheil Andrea Schutz Sarah Welch Leonardo Valero Rurik Henry Petra Pattinson Jess Cuddihy Wendy Bainbridge Danielle Berry Damian Cumner Jillian Macfie Sarah Reddington Denise Weightman Kelly Bianchi

Manager Gallery Services Curator Exhibitions and Collection Coordinator Education and Programs Coordinator Digital Media and Exhibition Design Coordinator Team Leader Administration Gallery Services Collections Management Officer Digital Media and Exhibition Design Officer Digital Media and Exhibition Design Fellow Public Art Officer Exhibitions Officer Exhibitions Officer Education and Programs Officer Education and Programs Assistant Administration Officer Arts Officer Gallery Assistant Gallery Assistant Gallery Assistant Gallery Assistant Gallery Assistant

CONTACT Perc Tucker Regional Gallery Cnr. Denham and Flinders St Townsville QLD 4810 Mon - Fri: 10am - 5pm Sat - Sun: 10am - 2pm

Cover Image: Peter Wakeman Chica Under Glass NEW ZEALAND MATERIALS: FIBREGLASS, PLYWOOD Image: Marjolein Dallinga Skin CANADA MATERIALS: WOOL, SILK

(07) 4727 9011 ptrg@townsville.qld.gov.au www.townsville.qld.gov.au @TCC_PercTucker PercTuckerTCC


CONTENTS OVERVIEW

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PARTNERSHIP AND MILESTONES

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EXHIBITION LAUNCH

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EDUCATION

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PUBLIC PROGRAMS

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VISITATION AND FEEDBACK

22

COMPETITION

29

THANKS TO OUR SPONSORS

30

DOCUMENTATION

32

MEDIA AND MARKETING

38


Image: WOW, World of WearableArt PERC TUCKER REGIONAL GALLERY Ground Floor

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OVERVIEW WOW, World of WearableArt, which ran from 29 May – 12 July 2015, proved to be Perc Tucker Regional Gallery’s second most popular exhibition of all time (behind only the recent blockbuster Brick by Brick), attracting 44,662 visitors, local and national coverage, and resulting in incredibly positive feedback in the Gallery’s visitor comments book. Perc Tucker Regional Gallery was the Australian-exclusive venue for WOW, World of WearableArt, a momentous international touring exhibition and one of New Zealand’s cultural success stories over the past 27 years. The spectacular growth of WOW, an annual design award show that has blossomed at the intersection of fashion and art, has seen this unique event draw an audience to Wellington of over 50,000 people every year. WOW, World of WearableArt has encouraged an explosion of creative activity, inspiring a wide range of fashion designers, artists, costume makers and other artisans from all over the world to enter the Awards. The range of garments produced for the event is simply breathtaking, as the rules of competition mean that anything that is in any way wearable can find a place on stage, so long as it is original, beautifully designed and well-made. This also results in garments that are constructed from an extraordinary array of materials.

With each year, the World of WearableArt collection has grown through acquisitive prizes for the winning garments, and WOW, in partnership with the New Zealand Government, has developed this international touring exhibition to showcase the very best of the WOW permanent collection. Not only was Perc Tucker Regional Gallery an Australian-exclusive venue, it was also the first venue outside of New Zealand on the international tour. This exhibition celebrated nearly three decades of award-winning creations, bringing the awards to life from its humble beginnings as a local fashion show and design competition envisaged by Nelson-based sculptor, Dame Suzie Moncrieff, who had the vision to encourage artists and designers to create artworks that could be worn. To the great enjoyment of audiences of all ages and backgrounds, the WOW, World of WearableArt exhibition presented not only the very best of the WOW permanent collection, but also exciting AV presentations of the Awards Show, and a ‘workroom’ where visitors could delve more deeply into the story of WOW, try their hand at some wearable art design, and experiment with stage lighting.

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PARTNERSHIP AND MILESTONES Perc Tucker Regional Gallery is proud to have partnered with WOW, World of WearableArt to showcase this landmark exhibition to the people of Townsville. Townsville was the Australian-exclusive venue, and first international destination, on the exhibition’s extensive tour. The Gallery team are appreciative of the efforts and collaboration of everyone in the WOW and Workshop e teams which ensured the exhibition was succesfully packed, freighted, promoted, designed, installed and condition reported, and demounted. Perc Tucker Regional Gallery provided assistance to contribute to all of these undertakings, while also using the team’s capacity and experience to build upon the packaged exhibition through a series of programs and thorough educational materials. Further detail about these outcomes can be reviewed in the Education and Public Programs sections of this Exhibition Summary. The partnership between Perc Tucker Regional Gallery, and the exhibition’s developers and their trusted contractors was pivotal to the exhibition’s staggering success in Townsville.

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Ultimately WOW became the secondmost attended exhibition in Perc Tucker Regional Gallery’s history. It is hoped the WOW team and this touring exhibition will enjoy similar successes at the many venues it visits around the world, and that some of the work undertaken by Perc Tucker Regional Gallery will help shape these successes.


Image: Yogesh Chaudhary and Manas Barve Loops INDIA MATERIALS: MERINO WOOL FELT

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Images: Top Crowd gathered at the launch of WOW, World of WearableArt on Flinders Street, in front of Perc Tucker Regional Gallery, on Friday 29 May 2015 Bottom Paul Taylor – Glencore – Manager Townsville Copper Refinery speaks at the launch on behalf of the Gallery’s major exhibition sponsor

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EXHIBITION LAUNCH Befitting this momentous exhibition, the launch for WOW, World of WearableArt was arguably the most spectacular in Perc Tucker Regional Gallery’s 30 plus year history.

Gallery Services extends its thanks to various sections of Townsville City Council for their assistance in making this special launch event possible, particularly the Events team.

The WOW, World of WearableArt launch was a large street party, held in Flinders Street directly in front of Perc Tucker Regional Gallery - a significant departure from normal exhibition launches.

Thanks also go to the Gallery’s sponsors and sponsors and supporters of the WOW, World of WearableArt exhibition, in particular Brancott Estate who provided the evening’s wine.

The event, held on the evening of Friday 29 May 2015, attracted a staggering 852 guests. Hosted by local radio personality Steve Price, the gala event featured speeches from Cr. Jenny Hill, Mayor of Townsville; Paul Taylor – Glencore – Manager Townsville Copper Refinery; and Dame Suzie Moncrieff – Creator and Founder of the original WOW Concept. The exhibition was officially opened by Coralee O’Rourke MP - Minister for Disability Services, Minister for Seniors and Minister Assisting the Premier on North Queensland, and upon the conclusion of her speech the doors to the exhibition were opened for the first time, allowing hundreds of guests to pour through the entrance to get their first glimpse of the show. Many guests got into the wearable art spirit, coming dressed in their own creations or colourful costumes. The evening featured entertainment by Townsville band Freaky Bizness, a range of street performers, and three of the WOW, World of WearableArt models wearing works from the collection.

Image: Above Brancott Estate Limited Edition WOW, World of WearableArt wine

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Images: Background Crowd gathered at the launch of WOW, World of WearableArt on Flinders Street, in front of Perc Tucker Regional Gallery, on Friday 29 May 2015 Opposite page, L-R Holly Grech-Fitzgerald, Shane Fitzgerald, and Dame Suzie Moncrieff with three of the WOW, World of WearableArt models who attended the event Townsville’s arts audience embrace the street party event by dressing up in their best wearable artworks and amazing costumes Dame Suzie Moncrieff speaks at the official launch Steve ‘Pricey’ Price, MC for the event, with one of the WOW, World of WearableArt models prior to the official launch commencing The Honourable Coralee O’Rourke MP, Minister for Disability Services, Minister for Seniors and Minister Assisting the Premier on North Queensland officially launches the exhibition Below, L-R Townsville band Freaky Bizness entertain the large crowd Street performers in amazing costumes provided another source of entertainment for attendees

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EDUCATION Gallery Services is committed to promoting engagement with the arts and its calendar of exhibitions through the delivery of a series of educational programs, delivered through the Creative Classrooms initiative of the Visual Arts Strategy. While the WOW, World of WearableArt exhibition is an international touring show featuring numerous interactive elements, Gallery Services built upon the core product through the development of a free Activity Book and Education Kit, and distribution of these materials to all primary and secondary schools in the Central, North, and Far North Queensland regions.

The quality of the exhibition and educational materials disseminated attracted unprecedented levels of school engagements. In total, 1414 students (from 24 unique schools from the Central and North Queensland regions, including school groups who travelled from Rockhampton, Whitsundays, Ingham, Cairns, Mackay, and Collinsville) attended the exhibition and participated in a workshop, tour, or both. Image: Background Exhibition tour and workshop in WOW, World of WearableArt by students from Townsville Grammar School Below Cover images of the Activity Book, Education Kit, and Programs posters developed for the exhibition

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STUDENTS Collinsville State High School (Whitsundays) All Souls St Gabriel’s (Charters Towers) North Rockhampton State High School (Rockhampton) St Catherine’s Catholic College Manresa (Whitsundays) Trinity Anglican School (Cairns) Gilroy Santa Maria (Ingham) Blackheath and Thornburgh College (Charters Towers) Cairns State High School (Cairns) Mackay State High School (Mackay) Townsville Central School Ryan Catholic College St Margaret Mary’s College William Ross State High School Northern Beaches State High School Townsville Grammar School Hermit Park State School The Cathedral School of St Anne and St James Thuringowa State High School Townsville Community Learning Centre Aitkenvale State School St Anthony’s Catholic College Shalom Christian College Townsville State High School

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TOWNSVILLE VISTING

Participating Schools


tours Thank you for the awesome experience! The students loved every minute of the tours and workshops. Thank you… Nathalie Grant, Townsville Grammar School I just wanted to pass on my congratulations to everyone at the Gallery for such a wonderful night on Friday. The anticipation and build up was fantastic and the students and their mothers who attended from our school were so bowled over by the organisation of the Gallery staff, the event and the exhibition. They had such a great night and we really were walking around saying “wow” as we gazed at the garments. I hope you were all pleased with how things ran, especially after all of your hard work in the lead up. Michelle Kotzas, St Margaret Mary’s College

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Images: Opposite page, L-R Townsville Grammar School student with her workshop creation Students from St Margaret Mary’s College enjoy creating their own wearable art creations in the exhibition’s workshop space Students from St Margaret Mary’s College explore the works within the exhibition Students from Thuringowa State High School use different materials and techniques to create their own wearable art creations in the exhibition’s workshop space Above Students from Mackay State High School enjoy creating their own wearable art creations in the exhibition’s workshop space Below Students from William Ross State High School and their teacher stop for a quick photo during their tour of the exhibition

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PUBLIC PROGRAMS To complement the WOW, World of WearableArt exhibition a number of programs were developed to enhance the experience of visitors. These included the annual Philip Bacon Guest Lecture, art workshops and a WOW Ladies Cocktail Evening. Two local artists, Maggie Wretham and MJ Ryan Bennett, developed a series of six workshops that were delivered each weekend of the exhibition. The workshops were for children and adults from ages eight and up, and included creating wearable art garments for Barbie and Ken; fashioning natureinspired headpiece designs; building tribal body armour from cardboard and decorating it with shells, feathers and beads; using recycled materials to fashion carnival headwear; art-to-wear; and other wearable art pieces. A total of 14 workshops were delivered for 140 participants.

The annual Philip Bacon Guest Lecture was delivered on Saturday 30 May at the Brewery Banquet Centre adjacent to Perc Tucker Regional Gallery. Dame Suzie Moncrieff, the creator and founder of the original WOW concept, was the guest speaker and gave an informative presentation titled The Journey of WOW for 78 attendees. A WOW Ladies Cocktail Event was staged in the final week of the exhibition display. 40 guests enjoyed an elegant Ladies Cocktail evening targeted at Gallery members. The exclusive party in the WOW, World of WearableArt exhibition included cocktails and canapes by Essentially Fresh, and a fashion parade organised by Hester Jarvis of Ja Delle Designs, showcasing her award winning Haute Coute Creations. The final gown viewed was a stunning two-piece wedding gown which was the 2014 Winner of the Wearable Art Award at the Australian Fashion Week.

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HEADPIE Fashion a using a b materials Saturday


FOURTEEN

WORKSHOPS 140 Participants of all ages

XHIBITION

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RC TUCKER REGI ONAL GALLERY MAY – 12 JULY 20 15

78 Guests

PERC TUCKER RE GIONAL GALLERY 29 MAY – 12 JULY 2015

e following works hops e been designed to mpliment the WO W, ld of WearableArt ibition. All works hops led by local artists are from 0am-12.30pm.

The following wor kshops have been design ed to compliment the W OW, World of Wearabl eArt exhibition. All wor kshops are led by local ar tists and are from 10.30am-12.30pm .

kshops are free ever, BOOKINGS NTIAL: (07) 4727 9011

RABLE ART BARB IE AND KEN 8+ e wearable art fo r Barbie or sing a range of fa bric and basic g techniques. day 30 May, 20 Ju ne & 11 July

O-WEAR 10+ orm a plain t-shirt into a work rable art by attach ing hoops dded pieces of fa bric and g the art of ring pu lls. ay 6 & 27 June

ECE DESIGN 10+ a nature inspired headpiece beanie as a base and recycled s to embellish. y 13 June &

CARNIVAL HEAD WEAR 8+ Using found objec ts and natural materials make a spectacular head dress that resonates wi th the Brazilian Ca rnival. Sunday 31 May, 21 June & 12 July BODY ADORNM ENT 10+ Design and create an elaborate piec e for the torso, using re cycled objects su ch as bottle tops. Sunday 7 & 28 Ju ne TRIBAL BODY AR MOUR 10+ Create a sleeve or leg decoration th at can also be used as a musical piec e when worn using bells, shells and feather

Workshops are fr ee however, BOOKI NGS ESSENTIAL: (07) 4727 90

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WEARABLE ART BARBIE AND KEN 8+ Create wearable art for Barbie or Ken using a rang e of fabric and ba sic sewing techniques . Saturday 30 May , 20 June & 11 Ju ly

LADIES COCKTAIL EVENT

40 Guests

ART-TO-WEAR 10 + Transform a plain t-shirt into a work of wearable art by attaching hoops to shredded piec es of fabric and learning the art of ring pulls. Saturday 6 & 27 June HEADPIECE DESI GN 10+ Fashion a nature inspired headp

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Images: Top Models pose during the fashion parade held as part of the WOW Ladies Night Above Dame Suzie Moncrieff delivers the annual Philip Bacon Guest Lecture, The Journey of WOW Opposite page, L-R Street performers at the official launch of WOW, World of WearableArt Participants show off their creations from the Wearable Art Barbie and Ken workshop Local Artist MJ Ryan Bennett leads participants in a workshop A young artist shows off her creation from the Headpiece Design workshop

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VISITATION AND FEEDBACK WOW, World of WearableArt attracted a total of 44,662 visitors in the six short weeks it was on display at Perc Tucker Regional Gallery. Widely lauded as the Gallery’s finest ever exhibition (see a selection of Visitor Comments provided overleaf), the exhibition enjoyed local and national press, and underlined Townsville’s ability to compete in the lucrative cultural tourism market by staging such high class and unique events. While it is already known that numerous guests visited Townsville specifically for the exhibition by way of school tours from Ingham, Charters Towers, the Whitsundays, Cairns, Mackay and Rockhamtpon, Perc Tucker Regional Gallery also undertook thorough visitor data analysis in order to ascertain the origins of visitors to the exhibition generally. Further, in order to once again clearly underline the power of arts and culture as an economic driver for the Townsville region, the Gallery surveyed visitors’ motivations for visiting Townsville (i.e. did they visit specifially to see WOW, World of WearableArt), and briefly assessed the flow-on economic benefits through the accommodation sector specifically.

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Ultimately, it can be said that the staging of WOW, World of WearableArt at Perc Tucker Regional was not only a critical success, but an economic boon for the city. Full results from the surveying can be seen opposite and overleaf.

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S T N E MM

O C s E V I ment T m I o c S r PO visito ON total

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XHIB E E TH 99.94 GHOUT U THRO 581 % of 1

Image: David Walker Beast in the Beauty USA MATERIALS: MAPLE, PADAUK WOOD


3.19% 1425 total

Visitor Origin Townsville Region Queensland Interstate International

14.61% 6525 total

9.87% 4408 total

72.33% of visitation 32304 total

total visitors to TOWNSVILLE

visited

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45% of all regional,

domestic, &

international

tourists who

visited came to

TOWNSVILLE

specifically

VISITORS

12.46% of total exhibition visitors

7.04%

Other

13.48%

Here Only for the Day

36.22%

With Friends/Family

43.26%

In Paid Accommodation

travelled to Townsville specifically for the exhibition

Accommodation Choices 24

to view the show


How Visitors

HEARD ABOUT

) 9% .2 10 ) ) y( 9% er 4% .1 all .1 (2 ) eG 16 er ( th 3% ap tin p .1 s om lle 28 t fr ew Bu )( rec yN lle th i Di nit sv ou ) u m wn m 0% of To om .1 rd (8 nC wo ) ) s( Su ion s i 5% 8% nd 1 . lev .6 rie 3 ( Te /F 14 ily y( ion m gB tat Fa n S i v i dio ) Dr % Ra g/ n 34 lki 5. ) t( Wa e 8% .9 ern 11 Int r( he Ot

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Amazing exhibit - so wonderful to have such an inspiring show in Townsville! Kari McCoy, 4810 Fabulous. And this gallery looks after their patrons. We read about this in Brisbane so came to see it. Ann Clin Harper, 4035 Amazing and breathtaking! Saw the opening night in Wellington 7 years ago and had to make it up to Townsville to see this! Lisa Norris, 4740 Exceptional. Wish the Gold Coast had your vision. Peter, 4218 Extraordinary! Never seen anything like it. This is the third time. Thank you. Truly WOW! Ashita, 4814 Mind blowing. Townsville is lucky to have something like this. Jane, 4810 Thank you for bringing WOW to Australia. It truly is WOW!!! Jessica Thomson, 4107 Speechless! Breath Taking! So Inspired! Barb Betteley, 4811 Outstanding. Never seen the likes before. Unforgettable. Vicki Weir, England

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Wonderful! Wonderful! Not to be missed. So happy for the visit. Thank you. Narelle Hansen, 4817 Took me by surprise with its beauty. Margo, 4817 This is a fantastic exhibition - we are very proud to be residents of a city hosting this display. Sonia and Heidi, Townsville Never seen anything so awesome ever! Unbelievable. Lisa MacNaughton, 4811 Absolutely fantastic. Thrilled to be in Townsville and able to see this. Thanks! Virginia Viola, 3088 Fantastic. So pleased something like this comes to a regional area. Vicki, 4814 Fantastic, best exhibition Perc Tucker has ever done. Great layout also! Daniel, 4812 Once in a lifetime opportunity, so wonderful to be brought to Townsville. Unique!! BRING MORE. Brooke and Mal, 4814 Nelson - small provincial city. Did do it. Townsville - could do it. Bruce G, 4810 Truly worth the trip from the Gold Coast. Amazing fashion. WOW. Deb H, 4228

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COMPETITION In response to the incredible popularity of the WOW, World of WearableArt exhibition and the design workroom within the show, Perc Tucker Regional Gallery teamed with WOW and major sponsor Air New Zealand to run a competition that gave something back to one lucky patron. The competition offered residents the chance to win a once-in-a-lifetime trip to New Zealand to see the WOW, World of WearableArt Show 2015. The competition, which ran during the last two weeks of the WOW, World of WearableArt display at Perc Tucker, included two return tickets to Wellington courtesy of Air New Zealand, two premium tickets to the show, plus two nights’ accommodation, valued at more than $2,100. To win, residents needed to create their very own miniature wearable artwork at the activity station on the Gallery’s First Floor. Community and Culture Committee chair Councillorr Sue Blom said, “we are so privileged to have this unique and awe-inspiring exhibition travel to Townsville, the only Australian stop on its inaugural international tour...Now residents have the chance to travel to Wellington, New Zealand, to see the actual WOW show, which attracts in excess of 500,000 people to the city each year from all over the world.” Entries in the competition closed on the exhibitions final day, July 12 at 2pm.

The competition was judged by WOW’s talented garment technicians upon returning to Townsville to demount the exhibition. First prize was awarded to Magnetic Island park ranger Tom Ralph from over 1000 entries. He said of his win, “I came in to meet my girlfriend and a couple of her mates and they were at the table making the little mannequins and I had no intention of doing it but sat down and made one.” In an unexpected twist, a second prize of WOW merchandise was awarded to another outstanding entry...submitted by Tom Ralph’s girlfriend!

EXHIBITION

Brought to you by Glencore PERC TUCKER REGIONAL GA LLERY 29 MAY – 12 JU LY 2015

WIN 2 RETURN FLIGHTS FROM TOWNSVILLE TO SEE THE W TO WELLINGT OW, WORLD OF ON, N WEARABLEART The Perc Tucker SHOW 2015 Regional Galler y and World of We

arableArt Ltd.Pr Visit the WOW, omotion. World of Weara bleArt exhibition create a weara ble art garment at the Perc Tuc ker Regional Ga at the activity station. Write llery, Townsville the back of the your name, pho an design and pin ne number and it in the defined email o display space. Term

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1. Promotion is open to all ind ividuals who ent the WOW, World er the “Create of WearableArt a piece of weara wearable artwo exhibition at the ble art” gar rk is to be create Perc Tucker Reg d using the sm activity station ional Gallery, Tow ment at all body forms within the exh nsville. The , and the mater 2. Participan ibit ion and pinned wit ts must legibly ials provided, hin the defined dis at the write a contac entry on the bac play space. t name, phone k of the weara num ber and ble Perc Tucker Reg art piece. This email address email address ional Gallery, Tow as part of will be made ava onsold to any nsv ille City Council; and Wo other organisat ilable to both rld of Wearable 3. The Prize for ion. Art Ltd. It will not the winning we arable artwork be New Zealand, is two return flig two premium hts tickets to the Wo from Townsville two people for rld of Wearable to Wellington, two nights in We Art 4. The winner Sho llin gto w 201 n. 5, accommodat must be availab ion for le to travel bet 5. Entries are ween the dates open from Sat 24/09/15 and urday 27 June viewed by a Wo 09/10/15. and close on Sun rld of Wearable day 12th June at 2pm Art Ltd. repres winner will be entative and one . All entries wil notified via em l be 6. Entries dur ail or phone by winning entry ing the compet will be selected. Friday 17th July ition period ma The 2015. participate and y be taken down to enter. These ent create space for ries will be kep a decision. other people to t and the judge 7. The compet will view all ent ition is jointly ries prior to ma promoted by Per king Corner of Denha c Tucker Region m and Flinder al Gallery, Tow s Streets, Tow Ltd., 95 Quara nsville City Cou nsville, QLD, Au ntine Road, An ncil, stralia; and the nesbrook, Nelso 8. Perc Tucker World of Weara n, New Zealan Regional Galler bleArt d. y, Townsville City contractors and Council and Wo their immediate rld of Wearable 9. The Prize can family are not Art employees, not be sold, ten eligible to enter. dered, used as for profit. a promotional opportunity or 10. The judges consumer prize ’ decision is fina or sold l and no corres pondence will be entered into .

Image left: Lai Kit Ling In the Op [detail] HON G KONG DESIGN Image right: Sara INSTITUTE MAT h Peacock Total ERIALS: CURTAIN, ly Sheepish [deta BONING, LEAT il] NEW ZEALAND HER, TASSELS MATERIALS: WOO L, THREAD

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THANKS TO OUR SPONSORS WOW, World of WearableArt was a huge success story in Townsville, but was only made possible thanks to the contributions of Perc Tucker Regional Gallery’s existing sponsors and supporters - Glencore and Philip Bacon Galleries - along with those sponsors of the WOW, World of WearableArt international touring exhibition who had the vision to enable the show to be seen by audiences around the world. This support and faith placed in Perc Tucker Regional Gallery by the organisations shown below has provided an exhibition that has delighted the general public and attracted impressive numbers of visitors. Perc Tucker Regional Gallery wishes to thank all of the WOW sponsors, supporters and partners for their invaluable contributions.

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Image: Gillian Saunders Inkling NEW ZEALAND MATERIALS: EVA FOAM, PAINT

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DOCUMENTATION Please find on this spread and the following pages a selection of images taken from the display of WOW, World

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of WearableArt at Perc Tucker Regional Gallery from 29 May to 12 July 2015.


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MEDIA AND MARKETING Townsville City Council’s Marketing and Communications department, in collaboration with Perc Tucker Regional Gallery, developed a holistic marketing strategy that ensured maximum awareness of and visitation to the WOW, World of WearableArt exhibition. The marketing strategy utilised a broad range of mediums (including print advertising and editorial; digital, online, and social media; and traditional radio and television platforms) in an effort to achieve the following objectives: • Further develop Townsville’s reputation as a growing cultural destination • Increase the awareness of Perc Tucker Regional Gallery locally, nationally and internationally • Increase recognition/awareness of Townsville City Council as the official presenter of the event • Increase awareness of Gallery Services through marketing the event • 60,000 + visitors to the exhibition throughout the whole exhibition period Broad exposure was achieved with a modest marketing budget of $9,122. This was largely thanks to the additional in-kind support of numerous outlets, particularly DUO Magazine.

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Complementing the Townsville City Council marketing spend, WOW, World of WearableArt featured as a key event in a state-wide tourism campaign profiling Arts, Culture and Events in Townsville during winter. The campaign was a joint initiative of Townsville City Council, Tourism and Events Queensland, and Townsville Enterprise Limited, and saw the exhibition reach new markets around Queensland in key publications and locations to significantly add to the actual marketing spend. The marketing strategy that was developed factored in the anticipated broad appeal of the exhibition, and as such was targeted towards the following disparate target audiences: • The arts sector • Fashion enthusiasts • School children (primary and secondary) • General public


Marketing materials and exhibition collateral produced to promote the event, and assist visitors in interpreting and enjoying the exhibition, included: ++

Television commercial: 28 day schedule, WIN TV, running from Monday 25 May to 7 June, and Monday 22 June to 5 July

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Customer Service Centre Banners, Walker Street

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Castletown Posters

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Townsville Eye Ads – 30 May, 6, 20, 27 June, 4 and 11 July

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Tripping Magazine, full page advertorial

++ Spirit Magazine (Qantas) Winter Edition advertisement ++

Bus side advertisement

++ Experience It Live Townsville City Council quarterly newsletter, double page spread and back cover advertisement ++

Australian Festival of Chamber Music program advertisement

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Learn Discover Connect Townsville City Council publication advertisement

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Cairns Life 3 page spread

++ Alive with Arts and Culture Campaign (in partnership with TEL, Newscorp, and TEQ) ++

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Experience It Live monthly radio ads 7– 29 May on HOTFM and 4TOFM

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Alive with Arts and Culture radio campaign March 8 – April 5, 1-7 May on Cairns and Mackay stations

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Ground stickers at Townsville Airport arrival lounge, four pull-up banners at baggage carousel

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Billboard at Sealink ferry terminal

++ Townsville Bulletin website advertisements ++

Paid advertising on Townsville City Council Events facebook page

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Townsville City Council Experience It Live digital newsletter June feature

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Townsville City Council website dedicated webpage and key event graphic links on front page

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Townsville City Council ‘Messages on Hold’ throughout June

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City Update listing, distributed throughout Townsville

++

Staff email footers

++

Flinders Street flags

++

Perc Tucker Regional Gallery banners, front door sticker and street posters

++

Invitiation - print run of 3000

++ Perc Tucker Regional Gallery facebook coverage

Full page advertisement in The Sunday Mail Escape

++

Perc Tucker Regional Gallery twitter and instagram coverage using #wowintsv

Full page advertisement in Mackay Daily Mercury

++

Article in May, June, July editions of Perc Tucker Regional Gallery’s digital newsletter, Foreword

Full page advertisement in Cairns Post Full page advertisement in Mt Isa

++ WOW Workshop Competition (in partnership with WOW and Air New Zealand)

++ Garment stickers displayed in shop fronts of businesses throughout Flinders Street

Townsville Eye M12 x 6 ad – 27 June Townsville Bulletin M3 x 6 – 1 July Townsville Eye M3 x 6 – 4 July (Repeat creative) Townsville Bulletin M3 x 6 – 6 July (Repeat creative)

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Images: Background WOW, World of WearableArt banners at Perc Tucker Regional Gallery Top, L-R Townsville Airport floor sticker in arrivals terminal WOW, World of WearableArt front door sticker at Perc Tucker Regional Gallery Left WOW, World of WearableArt advertisement on Sunbus Below, L-R WOW, World of WearableArt flags, installed throughout Flinders Street Example of WOW, World of WearableArt stickers displayed in front windows of businesses throughout Flinders Street

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FACEBOOK HIGHLIGHT

2603 people

reached

72 likes, comments,

& shares

TOP TWEETS

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The marketing of and public reaction to WOW, World of WearableArt also resulted in consistent positive media coverage in local and national outlets. Media coverage for the exhibition (generated through media releases and media interest, as opposed to the media coverage included in the marketing strategy) included:

++

Townsville eye, Townsville Bulletin weekend liftout, eye must event listing, Saturday 20 June

++

Youth in Print, Townsville Bulletin liftout, cover photo and article, Tuesday 23 June

++

Townsville eye, Townsville Bulletin weekend liftout, eye must event listing, Saturday 27 June

++

Weekend planner, Townsville Bulletin, photo and event listing, page 23, Friday 3 July

++

Townsville Bulletin, photo and article, page 18, Friday 3 July Townsville eye, Townsville Bulletin weekend liftout, eye must photo and event listing, Saturday 4 July

++

DUO Magazine, eight page Articulate special feature, April edition

++

DUO Magazine, cover and six page story, May edition

++

Townsville Bulletin, photo and pointer article, Friday 22 May

++

++

Canvas weekend liftout, Courier Mail, double page photos and article, page 10, Saturday 23 May

++

Cover photo and two page summary photos and article, Townsville Sun, Tuesday 14 July

++

Townsville eye, Townsville Bulletin weekend liftout, full page feature article, Saturday 23 May

++

Townsville Bulletin, photo and article, page 14, Friday 24 July

++

Townsville eye, Townsville Bulletin weekend liftout, photo and event listing, Saturday 23 May

++

Townsville Bulletin, photo and article, page 9, Wednesday 27 May

++

Weekend planner, Townsville Bulletin, photo and event listing, page 23, Friday 29 May

++

Townsville Bulletin, article, page 5, Monday 1 June

++

Weekend planner, Townsville Bulletin, photo and event listing, page 23, Friday 5 June

++

Weekend planner, Townsville Bulletin, event listing, page 23, Friday 12 June

++

Townsville Bulletin, photo and article, page 9, Tuesday 16 June

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DUO MAGAZINE Perc Tucker Regional Gallery extends its sincere gratitude to DUO Magazine for their overwhelming in-kind support of the WOW, World of WearableArt exhibition. DUO Magazine built early awareness of the exhibition by publishing a stunning extended version of the regular Articulate feature, depicting 8 of the dazzling garments across four dedicated spreads in the April 2015 edition.

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This was followed by a stunning cover feature and a further three-spread story, depicting 7 more garments in the May 2015 edition. This edition of DUO Magazine was also made available to guests at the launch of the exhibition, with hundreds of copies distributed to grateful recipients. The positive effect of DUO Magazine’s support was reflected in numerous visitors noting the magazine as the medium through which they learnt about the exhibition. The support of DUO Magazine and in particular Scott and Stacey Morrison is warmly acknowledged.


DUO MAGAZINE | APRIL 2015

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DUO MAGAZINE | MAY 2015

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WOW | World of WearableArt: Exhibition Summary  
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