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Corporate Partnerships

Partnerships’ objectives were to maintain the Gallery’s cash targets in 2020–21. During the year, cash sponsorship was maintained through the National Gallery’s partnerships including Indigenous Art Partner Wesfarmers Arts and Strategic Partner, the ACT Government, through VisitCanberra.

Wesfarmers Arts support enables the Gallery to share Aboriginal and Torres Strait Islander art, as well as educate and inspire audiences through year-round public programming, the Indigenous Arts Leadership program and exhibitions such as the 4th National Indigenous Art Triennial: Ceremony. Corporate cash support was also provided through two new corporate partnerships: Citi Bank, which supported the Know My Name exhibition, and ISPT c/o Knight Frank which supported the Botticelli to Van Gogh exhibition. Botticelli to Van Gogh was also supported by official accommodation partner Capital Hotel Group and two new Corporate Members were secured for the exhibition: National Australia Bank/JB Were and Crestone Wealth Management.

In-kind support targets were exceeded in 2020–21, totalling over $7.8 million. In-kind partnerships in 2020-21 enabled the Gallery to extend our marketing budgets through valuable in-kind advertising across TV, print and digital media, and out of home. In-kind also offered valuable budget relieving goods and services across content development, accommodation, signage and beverages. Strategic Partner oOh!media supported both Know My Name and the Botticelli to Van Gogh exhibitions, delivering $4.7 million value in kind. This was attributed to a second iteration of the National Outdoor Art Event to celebrate Australian women artists. oOh!media also supported the Gallery during Botticelli to Van Gogh, through the Kids x Van Gogh campaign, inviting primary and secondary school aged students to create their own artwork inspired by Van Gogh’s Sunflowers. Six finalists from over 1000 entries received were chosen and displayed on billboards and digital screens across the country in the final month of the exhibition.

The Seven Network continued their support of the Gallery with over $1.8 million of in-kind television, digital and print advertising, promoting both the Know My Name and Botticelli to Van Gogh exhibitions to a national audience.

Collaboration with Archie Rose Distilling Co for the Know My Name exhibition generated a tailor-made Gin with bespoke Know My Name labelling, selling out through their online channels.

Media partners such as Newscorp, The Sydney Morning Herald, The Age, The Canberra Times, Torchmedia, Win TV and QMS, as well as Doma Hotels and Hyatt Hotel Canberra continued in-kind support which enabled marketing, accommodation and advertising support for our major exhibitions.