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Rachael Hammond is Head of Marketing and Communications at the Art Gallery of New South Wales in Sydney, Australia.
She is an award-winning marketing leader with extensive experience in managing marketing, communications, brand strategy and partnerships, specialising in media, arts and culture. Rachael has led the marketing and comms team at the gallery since early 2021.
Prior to joining the Art Gallery, Rachael held senior marketing roles at the Australian Broadcasting Corporation and at BBC Worldwide where she was responsible for connecting television and digital content with a broad range of increasingly fragmented audiences. In a career spanning almost 20 years, Rachael has delivered successful outcomes for many iconic Australian and international brands.
She is a passionate brand advocate, collaborator and creative thinker, with a Masters in Marcomms and Mini MBA in Marketing. Rachael always ensures the audience is at the heart of every strategy and is excited to be launching the Sydney Modern Project to new audiences at the end of 2022.
Find Yourself – How Sydney’s Great Cultural Institutions Inspired Audiences
Back in October 2021 when Sydney was first due to reopen after extensive COVID lockdowns, a short conversation inspired an ambition to unite a group of Sydney’s key cultural institutions to encourage visitors back to arts and culture in real life. As we know, cultural institutions around the world suffered from sudden loss of visitors enjoying their spaces, shuttered exhibitions and understandable apprehension amongst audiences about visiting in public spaces again. Find out about the (longish) journey from the spark of an idea to fully realised campaign and the challenges and wins the cultural institutions faced along the way to re-building audiences.