CultureHive > Authors > Alex Saint
13th April 2013 Sara Lock

Resources by Alex Saint

Collaborative digital marketing for cultural tourism

The website began as a collaborative digital marketing campaign for the Manchester Museums Consortium - nine of the large museums and galleries in Manchester city centre and The Quays. It now averages 50,000 unique hits a month from a highly engaged and loyal cultural readership, and has broadened its remit to promote cultural activities across the city and the North. This case study describes how the creation of this site helped to develop joint marketing and partnership working between the cultural and tourism sector aimed at the cultural tourist; culturally motivated visitors looking for memorable cultural experiences.

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A partnership to raise Manchester's profile and drive cultural tourism provides continual content of a quality that is worthy of national and international reach - something that no individual venue in Manchester could achieve along. Alex Saint looks at the press and PR success of Whereas in the past this joint activity might have diluted the PR impact of the individual events, working together brought critical mass, credibility, choice and excitement in the eyes of national and international critics.

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