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Woman doing craft activities with wild flowers

Sharing learning: Alchemy Film & Arts exhibition programme

In this series of learning case studies, cultural practitioners share their reflections and learning honestly, so others can learn from and build on their experience. In this example, Rachael Disbury, Production Director at Alchemy Film & Arts shares how the organisation changed their approach to audience engagement, paying close attention to what wasn’t working and ... Read more


Published: 2020 | Resource type: Case studies

How to…co-create an exhibition with your community

A step-by-step toolkit written by Lauren Benetua, Nina Simon and Stacie Marie Garcia. Published by Santa Cruz Museum of Art and History.


Published: 2018 | Resource type: Guide/tools

Image of Scythians

Marketing the unknown: a case study on the campaign for the BP exhibition Scythians: warriors of ancient Siberia at the British Museum

How do you get people to engage with something that they have never heard about? Ella Lewis-Collins, Senior Marketing Manager: Campaigns, British Museum takes us through the campaign for the BP exhibition Scythians: warriors of ancient Siberia including key takeaways on what to do to attract audiences to unfamiliar work.


Published: 2018 | Resource type: Case studies

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The National Gallery brings Caravaggio’s paintings to life

The National Gallery shares its experience of generating PR buzz and new audiences for its Beyond Caravaggio exhibition.


Published: 2017 | Resource type: Case studies

Future cultural spaces – online platforms for culture

Discover the Google Cultural Institute, and how cultural organisations are partnering with Google to create online exhibitions. This transcript of a keynote presentation also looks at what online exhibitions could mean for audiences and arts organisations in the future.


Published: 2014 | Resource type: Guide/tools

Online exhibitions with Google Cultural Institute

A transcript of a discussion about the Google Cultural Institute, focusing on creating online exhibits and editorial around them. The panel also considers whether virtual exhibits deter visitors from attending museums in person.


Published: 2012 | Resource type: Guide/tools

Lates at the Science Museum

This case study explores the objectives, processes and outcomes of the Science Museum’s Lates – a regular late night opening for adults-only. Lates aims to attract a young adult audience into the museum to engage with its collections and an average of 3,500 visitors attend these late night openings. Lates is not marketed in the traditional sense instead ... Read more


Published: 2013 | Resource type: Case studies

An evaluation of the Curious Project on behalf of Glasgow Museums

This is an evaluation report of Glasgow Museums’ community curated Curious Exhibition. Based in St Mungo Museum in Glasgow, the Curious Project was an innovative project designed to support and celebrate the London 2012 Olympic Games and prepare for the Glasgow 2014 Commonwealth Games by creating intercultural dialogue and developing a legacy of increased understanding ... Read more


Published: 2013 | Resource type: Research

The library that borrowed from the public

This Marketing Society Scotland (2013) paper outlines an award winning campaign from the National library of Scotland (NLS) and Frame.  NLS is the world’s leading centre for the study of Scotland and the Scots. In the summer of 2012, a campaign that explored the story of cinema-going in Scotland over the past 120 years attracted ... Read more


Published: 2013 | Resource type: Case studies

Marketing a major exhibition: Pompeii at the British Museum

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


Published: 2013 | Resource type: Case studies

Lucian Freud Portraits exhibition at the National Portrait Gallery 2012

After five years in the making, the National Portrait Gallery’s major exhibition of Lucian Freud Portraits took place in 2012. This major exhibition, which spanned Freud’s seventy year career, was the first to focus on his portraiture. Produced in close collaboration with the late artist, the exhibition concentrated on particular periods and groups of sitters, ... Read more


Published: 2013 | Resource type: Case studies

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Ambient media campaign: V&A Quilts 1700-2010

Ambient media is the term used to denote out of home advertising utilising non-traditional methods. It is often used in conjunction with more mainstream traditional media to create an event or spectacle in a public place. London Calling, in partnership with Ambient Media, were commissioned by the Victoria & Albert Museum (V&A) to develop a ... Read more


Published: 2013 | Resource type: Case studies

Blockbuster exhibition marketing campaign: Lichtenstein at Tate Modern 2013

Spring 2013 was a busy and competitive period within London’s exhibition calendar and the Tate Modern’s Lichtenstein retrospective was on for a relatively short time. This case study plots the objectives, key elements and outcomes of the marketing campaign behind this blockbuster exhibition. The campaign strategy concentrated on building awareness among Tate Modern’s core audiences to ... Read more


Published: 2013 | Resource type: Case studies

David Bowie V&A flyer

‘David Bowie is’ exhibition at the V&A

This comprehensive case study explores the process and planning of a large-scale exhibition’s marketing campaign from its objectives and target audience through to a percentage breakdown of campaign costs, outcomes and recommendations.


Published: 2013 | Resource type: Case studies

Arts Engagement with older people and families

Twelve case studies of arts engagement projects working with older people and families in London. The case studies share the learning from Audiences London’s Family Advocates Programme, BAC’s work with non-professional older artists, a skills exchange with Building Exploratory, an architecture centre and Cubitt, a gallery and studios regarding work with older audiences, Royal Philharmonic Orchestra & Tate ... Read more


Published: 2011 | Resource type: Case studies

Creating life-long relationships with museum visitors

An insight into how The Natural History Museum aims to create life-long relationships with its visitors which rely on them being connected with all aspects of the Museum’s work.  For an organisation that has 40 different logos and a complex structure, this is no easy task, and this case study shows you how it can ... Read more


Published: 2007 | Resource type: Case studies

How and why businesses in and around Manchester are using Twitter

This guide shows how businesses use Twitter to market themselves and their work in Manchester, one of the most active Twitter communities in the country.  With clear illustrations of what the data on usage actually means, this analysis can help you to make sure you’re staying one step ahead of your competitors when using Twitter.


Published: 2010 | Resource type: Guide/tools

Culture Segments in Action cover

Culture segments in action: British Museum case study

A case study of Grayson Perry: The Tomb of the Unknown Craftsman exhibition at the British Museum. Explore how the British Museum developed a segmented campaign to reach new audiences.


Published: 2012 | Resource type: Case studies

V&A exhibition testing research

The research quantified the instant appeal of proposed titles, explored the interest in and understanding of proposed titles and exhibition content, determined the likelihood of attendance by visitor type, and explored the dynamics of a visit – how far potential visitors will travel, who they will visit with, willingness to pay. Five exhibitions were tested, ... Read more


Published: 2006 | Resource type: Research

Art Installation on Poole High Street

A guide to using empty shop units for alternative exhibition spaces

This guide walks you through utilising empty shop units in Poole as alternative exhibition spaces. It provides a complete toolkit on everything you need to know from finding a space for your project, insurance and marketing through to documentation, evaluation and monitoring.


Published: 2009 | Resource type: Guide/tools