This case study explores an integrated publicity campaign to promote The Cultural Spring, a three-year project to increase arts participation and engagement in Sunderland and South Tyneside. It covers the process and outcomes of creating a publicity campaign which engaged both the media and potential participants in the project.

With unprecedented access to objects from Naples Museum and the sites of Pompeii and Herculaneum, the British Museum mounted a major exhibition – Life and death in Pompeii and Herculaneum – in March 2013.  Focusing on the daily lives of ordinary people in these areas, the exhibition aimed to highlight the strong resonances between life in the ... Read more

Organisations are continually looking for innovative and creative ways to engage with new audiences. This case study explores how the National Theatre reached new audiences outside of London through its NT Live project by broadcasting a series of plays in UK and international cinemas. It discusses the impact the project had on raising brand profile, ... Read more

Internet-connected and interactive TV is an emerging technology that offers new marketing opportunities for the arts and cultural sectors to reach audiences in their own homes. Learn how and why arts marketers can factor interactive TV and video into their organisation’s strategy. A case study from the Berlin Philharmonic looks at how they are enabling ... Read more