The award acknowledges that the success of the exhibition was about more than just the beautiful exhibition itself, it was also in the careful planning and consideration that went into how we invited visitors to explore the life, legacy and afterlife of Quin Shihuang.
This is a highly prestigious industry award, recognising leadership in marketing effectiveness, creativity and commercial impact across Western Australia. To receive this recognition alongside past winners such as Tourism WA, Lotterywest, RAC, IKEA and Cancer Council WA, highlights the growing role we play, not just as a cultural institution, but as a driver of visitation, tourism and economic activity.
Across its season, the campaign connected with audiences across Perth, WA, interstate and overseas. It was further enhanced through activations to truly ‘paint the city jade’. Banners down St Geroge’s Terrace, digital signage throughout the City, major landmarks lit in jade green and the Lanterns of Terracotta Warriors popping up in some of Perth’s busiest and most iconic locations, thanks to the City of Perth, ensured the warriors left their mark far and wide across the City.
The exhibition also reached over 152 million views in China, with Zhang Guoli being named the exhibition’s cultural ambassador. His acclaimed show Nation’s Greatest Treasures filmed its first international episodes in Perth, introducing Boola Bardip and WA to audiences across China.
Late nights, family programming, Lunar New Year celebrations, city activations, media partnerships and carefully timed ticketing campaigns all helped to turn global interest in the Terracotta Warriors into real visits to Perth.
Both the campaign and the exhibition’s mammoth success was made possible thanks to a diverse range of strong partnerships across cultural institutions, tourism, media, government and industry partners who believed in the exhibition.
Thank you to exhibition partners Shaanxi Provincial Cultural Heritage Administration, Shaanxi Cultural Heritage Promotion Centre and Emperor Qinshihuang’s Mausoleum Site Museum for helping bring the Warriors to Perth audiences.
Thank you also to major partners Foundation for the WA Museum and City of Perth, airline partner Cathay Pacific, accommodation partner Crown Perth, the Australian Government International Exhibition Insurance Program, media partner Nine Perth, PR partner Detail, and campaign agency Carat.
This is an incredible result for everyone who helped bring Terracotta Warriors: Legacy of the First Emperor to Perth and a very exciting win for the Western Australian Museum.
