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Output 1.6 Promotions and community services

Promotion of the Memorial as an outstanding national institution and assistance to the community to understand the Memorial’s roles, activities, programs, relevance and future. Through the provision of high-quality promotion and community services, the program provides a necessary foundation for other programs to function effectively.

1.6.1 Further refine the AWM online presence aligned to the Digital Strategy to facilitate greater involvement and outreach

Target: Strong website visitation and digital outreach including collection searches and continued social media engagement

Analysis: ​ The Memorial has engaged the public online with

  • 5,177,880 sessions and 40,744,664 page views of the Memorial’s website
  • A total of 451,371 object records available on the Memorial’s website
  • 138,793 Facebook followers by end of financial year
  • A total of 18,540,557 views over the lifetime of the Memorial’s Flickr account

“Places of Pride: the national register of war memorials” interactive database grew by more than 27%, and now comprises 8,426 and 1032 registered website users. On Anzac Day a special live stream was set up on the Places of Pride website to stream the sunrise from prominent memorials across Australia. This live stream was watched by 5,306 people.

The Memorial delivered a range of digital outreach initiatives including;

  • The “Anzac At Home” content hub on the Memorial’s website and supporting social media campaign encouraged personal commemoration by Australians, including students, who were not able to visit memorials around the nation on Anzac Day 2020 as a result of the COVID-19 coronavirus pandemic. This website content received 1.64 million page views and social media content reached 1.12 million on Facebook, 600,000 on Instagram and 180,534 on Twitter.
  • Podcast program: During 2019-20 the Memorial published two podcast series. 12 episodes of the monthly “Collected: Stories from the Australian War Memorial” podcast were released and has had 16,293 unique downloads. The 6 part podcast series “Trapped” was released in February 2020 and has had 36,292 unique downloads.

Source: Website user analytics and social media analytics

1.6.2 Increase the AWM profile through proactive media outreach

Target: Strong media presence at and coverage of AWM, including events, generated through proactive media strategy and outreach

Analysis: During the reporting period, the Memorial received and responded to 878 media enquiries and issued 65 media releases and alerts. In this period, the Memorial received more than 16,000 mentions in the media, as recorded by media monitoring consultant iSentia.

The authoring of detailed and personal stories continued to be published. These articles are based on interviews with veterans, Memorial events, anniversaries, Last Post ceremonies and the collection and have a high level of engagement across a range of channels. They were shared through the Memorial’s social media and featured within news media publishing.

Source: Australian War Memorial statistical data

1.6.3 Develop enhanced program delivery options for onsite visitors

Target: Enhanced tour programs delivered

Analysis: The Memorial refined a number of enhanced program offerings developed in the previous financial year and transitioned them to ‘business as usual’ with the following results:

Signature Series special experience

The Signature Series tour, which involves a tailored private tour of the Commemorative Area followed by a behind-the-scenes curator-led experience through the Photo, Film and Sound labs; the Art store; or the Research Centre collection was developed and delivered across the 2019-2020 financial year.

Highlights Audio Tour

The Highlights Audio Tour (HAT) was introduced in the previous financial year and provides visitors with insights into the First and Second World War galleries, the Hall of Valour, and Conflicts 1945 to Today galleries. The tour is available in English, Mandarin, and Hindi, as well as Auslan. A total of 2,276 users participated in the HAT program during the 2019/20 financial year, with participation affected by visitation declines due to both bushfires and COVID-19 pandemic closures.

Conducted paid tours

Conducted paid tours were introduced in the previous financial year to provide visiting groups with tailored tour options of the Memorial and galleries. Whilst impacted by the summer bushfires prior to the closure of the Memorial due to COVID-19 this program had exceeded its year to date revenue target by 9.5 per cent.

Source: Commemoration and Visitor Engagement team, Australian War Memorial