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Marketing campaign planning guide

Discover tips and templates for marketing campaign planning in this handy toolkit.


Published: 2017 | Resource type: Guide/tools

Order, Order! Visit Parliament Campaign boosts summer visitor numbers

Discover the thinking behind the Visit Parliament Order, Order campaign in this short case study by Ideas Group. They share some of the logic behind their creative ideas, as well as some key takeaways that you could apply to your own campaigns.


Published: 2017 | Resource type: Case studies

Rambert by Gabriel Saldana

Rambert Moves: Capital Campaign

Learn how Rambert raised the funds to move to a new home on the South Bank and sustain their long-term growth.


Published: 2015 | Resource type: Case studies

Raising awareness of a participatory cultural project

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.


Published: 2014 | Resource type: Case studies

Walrus on the move

Discover how an integrated marketing campaign can minimise disruption – and maximise positive coverage – when a popular museum exhibit is loaned elsewhere. This resource describes the experience of the Horniman Museum and Gardens, whose taxidermied walrus paid a temporary visit to Turner Contemporary, Margate. The museum’s campaign around the missing exhibit raised awareness of ... Read more


Published: 2014 | Resource type: Case studies

AMA Conference 2013 Game Change Logo

Remarkable marketing campaigns from MoMA, New York

Discover inspiration for harnessing individual and team creativity in this transcript of Kim Mitchell’s talk to AMA conference 2013 delegates.


Published: 2013 | Resource type: Case studies

How to involve your target audience in the development of a marketing campaign

This social marketing case study has been shared by the National Social Marketing Centre and demonstrates how you can successfully involve your target audience in the development of behaviour change related communications.  NHS Stockport wanted to increase the number of people accessing local smoking cessation services.  A marketing initiative ‘lose the fags’ was launched that ... Read more


Published: 2010 | Resource type: Case studies

How to run a successful promotional marketing campaign

This article was first published by Promotional Marketing, a website that aims to keep its readers up to date with the latest industry news, information relating to new campaigns, and features. This article stresses the importance of certain operational processes and outlines why they are key to successful promotional marketing campaigns.


Published: 2013 | Resource type: article

Implementing research and data capture for a touring company

Cheek by Jowl (CbJ) is an international theatre company, which operates in-house as an Associate Company at the Barbican Centre in London. As a touring theatre company, CbJ faces the ongoing challenge of trying to capture data, to refine and target their marketing activity, in the absence of any box office information. This case study ... Read more


Published: 2013 | Resource type: Case studies

Cross-departmental working on marketing strategy

Open-City is an independent, not-for-profit organisation that aims to be at the centre of creating better places – and a better city. With a limited budget and no specific marketing role within its team, this case study describes how Open-City delivers a marketing campaign and plan, which is shared by all staff and volunteers.


Published: 2013 | Resource type: Case studies

Orpheus – Effectively manipulating audience behaviour

For four weeks in April-May 2013, a new and fairly unknown company – Little Bulb – performed their show Orpheus at the Battersea Arts Centre’s Grand Hall. Orpheus is an unusual concept bringing together the Greek myth about Orpheus and the story of the legendary Jazz musician Django Reinhardt. In this case study, Katie Elston from the ... Read more


Published: 2013 | Resource type: Case studies

Brand focused advertising campaign

This case study outlines the latest advertising campaign for the Sage Gateshead which focuses on brand.  It was developed by the communications team at Sage Gateshead together with brand consultancy Violet Bick and onebestway and is proving a success as ticket sales have been up in 2013.  Mike Owen, Managing Director at Violet Bick and ... Read more


Published: 2013 | Resource type: Case studies

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Co-creation: Brave new world or emperor’s new clothes?

This concise article explores the topic of co-creation – working together with an audience to create new work – and provides some helpful do’s and don’ts. How can we make co-creation work well, and is it an opportunity to engage less frequent arts attenders?


Published: 2013 | Resource type: article

Marketing-led product and campaigns

As arts marketers we help shape the programme our organisations develop, and then focus on generating audience for it. Sometimes we crave the chance to develop activity that we feel will reach or engage people in a different way. With the right approach, persuasion and energy, we can, as ‘audience champions’ within our organisations, create product, develop audience engagement and build campaigns that are marketing-led.


Published: 2009 | Resource type: Case studies

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Random International’s Rain Room at the Barbican

In October 2012, Random International’s largest and most ambitious installation – Rain Room – opened in the Barbican’s Curve gallery. A 100 square metre field of falling water, Rain Room came alive through audience interaction with the thousands of falling droplets responding to audience presence and movement. This case study describes the planning, processes and outcomes ... Read more


Published: 2013 | Resource type: Case studies

Media and public relations resource screen grab

Public relations and the media – an introduction for arts and cultural marketers

A general introduction to core press and PR topics for the cultural sector, aimed at supporting marketers and artists working in the arts.


Published: 2009 | Resource type: Guide/tools