Cash cow from interstate tourism

There are only so many gallery visitors in any given State so Australia’s major art institutions are competing for tourists prepared to cross state lines to see a major exhibition.

All this goes to explain one particularly bold and almost endearing billboard set to crop up at Sydney Airport in the coming weeks. It will be advertising Sydney Moderns, a major exhibition currently running at AGNSW, and it will be in plain sight for interstate visitors: right under the ‘Welcome to Sydney Airport’ billboard.