The National Gallery of Australia is the Commonwealth of Australia’s national cultural institution for the visual arts. Its mission is to be an inspiration for the people of Australia by developing and maintaining a national collection of works of art.
The NGA receives funding from the Commonwealth Government and actively seeks and relies upon financial and in-kind support from private and corporate sources. Entry in to the NGA is free, however revenue is generated via ticket sales to special exhibitions and events, live performances and collection tours, talks and forums.
The NGA recently engaged the services of Panalysis to increase visibility of the customer journey to converted ticket sales and the ROI of their marketing activities.