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Sponsoring the arts: what’s in it for business?

Why has business sponsorship of the arts been so successful over the years? This factsheet outlines how the arts are able to meet one or more business objectives, including access to a target market, enhancing its image, staff development and creative problem-solving.


Published: 2009 | Resource type: Guide/tools

Matching your product to the market

Andrew McIntyre explores marketing in terms of what a visitor might want to experience and what an arts organisation or curator might want to offer. He proposes the use of a benefits matching model to focus marketing activities on the benefits sought by the visitor and the benefits offered by the arts organisation in order ... Read more


Published: 2008 | Resource type: article

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

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

Practical guide to evaluating audience engagement

Guidelines to help you evaluate audience engagement activities, whether you have previous experience or not. The methods are based on social and market research. This is a practical guide to embedding evaluation within your engagement activity. It gives a brief explanation of the theory then takes you through such aspects as SMART objectives, selecting Key ... Read more


Published: 2011 | Resource type: Guide/tools

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Thinking BIG worksheet 1: mission and implied marketing objectives

Draw out the implied marketing objectives in your organisation’s mission statement with this practical worksheet designed for use with the Thinking BIG resource.


Published: 2010 | Resource type: Guide/tools