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Behind the Scenes: Dorset Moon – one small step to giant success

In the final of three blogs looking behind the scenes at a major project across Dorset, arts marketer, Director of storytelling agency, Storiie and AMA member Laura Mulheron takes us through the final phase of Dorset Moon featuring Luke Jerram’s Museum of the Moon.

Published: 2019 | Resource type: Article

A huge full moon shines over several people who look tiny in comparison. Pictured inside a large museum space.

Behind the Scenes: To the moon and back – the collaboration of arts organisations to reach new heights

In the second of three blogs looking behind the scenes at a major project across Dorset, arts marketer and AMA member Laura Mulhern explores the importance of collaboration and partnerships.

Published: 2019 | Resource type: Research

Behind the Scenes: Bridging the gap between tourism and culture

Laura Mulhern, arts marketer for Dorset Moon and AMA member, takes us through how three festivals in Dorset came together for the first time to  produce a joint festival – Dorset Moon. Featuring Luke Jerram‘s internationally acclaimed Museum of the Moon a key objective of the collaboration was to bridge the gap between tourism and ... Read more

Published: 2019 | Resource type: Case studies

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 ... Read more

Published: 2013 | Resource type: Case studies

How Visit London can help you reach more visitors

This factsheet explains the advice and support that Visit London offers in order to reach more visitors. You’ll find links to further free online resources, information about partnership opportunities, marketing and PR campaign ideas, and details of how to get listed on the Visit London website. There’s also a handy top tips section for developing ... Read more

Published: 2010 | Resource type: Guide/tools

Evidence in Making the Case for Museums, Libraries and Archives

This report highlights the evidence for the importance of museums, libraries and archives. It does so by understanding their role delivering public value. This document identifies how museums, libraries and archives have adapted to the changing demands of the public whom they serve, and have asserted themselves as providers of knowledge and inspiration. The report: Demonstrates how popular ... Read more

Published: 2006 | Resource type: Research

The growth of the folk festival in cultural tourism

The folk festival scene is growing and is an essential part of the folk industry, providing performance opportunities, local employment, a market place for local products, a stimulus to local economies and audience development opportunities. This report looks at the rising impact of the folk festival on local economies and cultural tourism using research from ... Read more

Published: 2002 | Resource type: Research


Reviewing the Family Friendly Campaign – Final Report 2001

Following a number of years of campaign and product development, the Family Friendly project has undertaken a full strategic review. With the development of an audience focused approach at its heart, a series of venue-based case studies explores how to create a family friendly venue, increasing and improving family provision, collaborative marketing, and taking the ... Read more

Published: 2001 | Resource type: Research


Family friendly tourism – how to get families to visit a destination

The Family Friendly campaign developed a tourism element to enable Greater Manchester to develop and strengthen its brand across cultural and leisure sectors within a 2 hour 
drive time of Manchester. The aim was to attract new UK visiting families, especially short-break takers and day visitors. Seasonal, targeted campaigns worked with transport providers, the tourist ... Read more

Published: 2001 | Resource type: Guide/tools

How intelligence supports more effective strategic cultural tourism marketing

Interpreting and applying the ArkLeisure segmentation model for culture, and especially cultural tourists, is about understanding values, needs, aspirations and interests. Tourism South East used the model to bring partners together to build a picture of the market, identify opportunities, develop channels and campaigns to increase income (for day visits and overnight stays) and consistency ... Read more

Published: 2010 | Resource type: Case studies

Engaging with cultural tourists: a case study from Time Out

Time Out magazine positions itself as a destination ‘for intelligent, discerning consumers within a highly creative environment’. This case study demonstrates how they use their portfolio of media (magazines, website and guidebooks) to target their mantra ‘know more, do more’ at visitors who like to plan ahead and those who just ‘turn up and see’. As well as an outline of ... Read more

Published: 2010 | Resource type: Case studies

Developing cultural tourists and visitor destinations through collaboration

This case study describes the work of the Greenwich Maritime Marketing Group who work together collaboratively to promote their local area as a visitor destination – making best use of a shared budget to attract visitors to the area. You’ll find an explanation about how the partnership works in practice, they key objectives and marketing messages used, ... Read more

Published: 2010 | Resource type: Case studies

How to bring tourism and culture together

This case study outlines how the London Borough of Camden brings culture and tourism together. It describes how they have achieved this by co-ordinating a range of practical projects, campaigns and strategic initiatives to join up the offer between culture and the visitor economy. You’ll find tips for how your organisation can implement the learning ... Read more

Published: 2010 | Resource type: Case studies


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 ... Read more

Published: 2010 | Resource type: Case studies

Evaluation of the northwest heritage tourism programme

The Heritage Tourism Programme was hosted by Culture Northwest on behalf of the Northwest Regional Development Agency and English Heritage. This is an evaluation of the project at the end of its three year term which identifies its outputs and outcomes, demonstrates whether measures of success have been met, and makes recommendations for the future. In ... Read more

Published: 2008 | Resource type: Research

The impact of heritage on cultural tourism

This advocacy material demonstrates the impact of heritage on cultural tourism in the northwest of England. You’ll find key statistics including economic impact, demographics of cultural tourists, and how heritage impacts on the length of stay.

Published: 2007 | Resource type: Research

Understanding the Visitor Economy

What do we really mean by the term ‘visitor economy’?

In this report, Phil Reddy, the Tourism Strategy Manager for the Northwest Development Agency reflects on the meaning of ‘Visitor Economy’, a term stated as being increasingly used as a replacement for ‘Tourism’.

Published: 2006 | Resource type: article

Moving Targets – how cultural tourists engage with online content

This new research aims to identify and evaluate how cultural tourists’ needs and aspirations affect the way you digitise artistic content, and how adopting a demand led approach as opposed to one that is supply led can reap real rewards.  With tips on keeping your digitised content manageable and how to evaluate your successes, this ... Read more

Published: 2013 | Resource type: Research

Tourists Love Museums graphic

The importance of museums and heritage to tourism

This article provides an overview of how Museums play a crucial role in the success of UK tourism by attracting millions of international and domestic visitors. The figures bring together key data from multiple sources such as the Association of Leading Visitor Attractions, Visit Britain, Deloitte and the Heritage Lottery Fund.

Published: 2010 | Resource type: article

The impact of heritage tourism in the North West

CultureNorthwest present a research summary containing statistics on the impact of heritage tourism in the North West. Provides details that are useful for benchmarking and reporting, and includes figures on investment and funding, staff,  visitor spend, reasons for visiting and provision. Includes data from Mintel Days OutLeisure Intelligence, North West Reion STEAM Report and NWDA Visitor ... Read more

Published: 2007 | Resource type: Research