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Successful visitor experience cover

AIM Success Guide: successful visitor experience – getting it right

Victoria Wallace from Leeds Castle shares some valuable advice for getting your visitor experience right.


Published: 2017 | Resource type: Guide/tools

Continuously experimenting at the Eden Project

At the Eden Project they ‘flex’ the product to meet their various visitor profile needs. They take risks with this policy of flexing the product and inventing new things. Andy Jasper from the Eden Project gave a keynote presentation exploring this policy and how they evaluate and make decisions based on that.


Published: 2013 | Resource type: article

Creating engaging brand experiences with emotion-based visitor research

This article was first published on Research Access.  It discusses how the Van Gogh Museum in Amsterdam is using the findings of a deep research exercise to move away from trying to ‘be all things to all people’.  The article makes reference to a presentation made by the Van Gogh Museum and TNS NIPO at ... Read more


Published: 2013 | Resource type: article

Visitor segmentation

The Wildfowl & Wetlands Trust (WWT) is one of the world’s largest and most respected wetland conservation organisations working globally to safeguard and improve wetlands for wildlife and people. The work of WWT is supported by a much valued membership base of over 200,000 people. In 2010 WWT embarked on a major piece of research to help ... Read more


Published: 2013 | Resource type: Case studies

Setting organisational vision and values that impact marketing strategy

NEMO is a Science Centre in Amsterdam, and one of the Netherlands leading attractions. NEMO wanted to reassess its organisational priorities and worked with arts consultancy Wonderbird to establish NEMO 3.0, the vision of NEMO in the future, and to set a marketing strategy that can support that vision.


Published: 2013 | Resource type: Case studies

CRM strategy – why is a seamless customer journey so important?

Across the cultural sector, organisations are thinking about customer journeys. From the first piece of communication to their experiences of a venue, everything you do contributes to whether or not a good relationship can be created. In this article, Sarah Chambers considers customer relationship management (CRM) and what it should look like for arts and ... Read more


Published: 2013 | Resource type: article

Developing a visitor base and growing participation

What can be done to improve the capabilities of arts organisations to both develop a strong and sustained customer/visitor base and build participation in the arts? This report examines how organisations can understand the motivations of our audiences and customers, and develop skills to create and maintain a customer base. It also considers participation and ... Read more


Published: 2005 | Resource type: Research

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

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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

How to develop a successful mobile app

National Museums Scotland formally launched its Museum Explorer mobile app in October 2012. The app is available to download on iPhone, iPod Touch or iPad and challenges visitors to discover and explore the museum by tracking down nine mystery objects to find 4-digit codes to unlock special explorer badges. Collecting all nine badges enables visitors to become the ... Read more


Published: 2013 | Resource type: Case studies

How to start a conversation with a mass audience

Starting in April 2011, the Museum of Modern Art in New York asked its visitors to fill in notecards  “I went to MoMA and …” to describe their experiences of the museum. With the simple tools of cards, pencils and tape to stick the cards on to the museum’s lobby wall, the project turned into ... Read more


Published: 2013 | Resource type: Case studies

Creating audience advocates: a case study

Over the last ten years, the Science Museum has used audience advocates on its exhibition, events and website projects. This has been to ensure that the needs, wants and expectations of its audiences are taken into account at all stages of a project and that the end product is one that is engaging and accessible to those visitors it ... 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

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Who's going to the gallery? A case study from the Sydney Metropolitan region

In 2005 Museums & Galleries NSW found that there was little audience research undertaken by organisations within the state – and where it did occur, there was little consistent methodology. The Australia Council for the Arts funded a strategic audience evaluation and development study which took place over two years to benchmark audiences. This report ... Read more


Published: 2007 | Resource type: Research

A guide to monitoring audience diversity

As cultural marketers it’s important to understand how representative our audience is. These guidelines offer meaningful and ethical ways to monitor the diversity of an audience – going beyond simply a ‘tick box’ exercise. You’ll find advice on planning, collecting information, representative sampling, and questionnaire design. It covers how to monitor ethnicity and disability, young ... Read more


Published: 2008 | Resource type: Guide/tools

Cultural tourism: a glossary

This short but useful glossary provides an explanation of some of the most commonly occurring terms used within the field of cultural tourism. You’ll find a list of terminology and definitions – a must for anyone who has cultural tourists as a priority audience group.


Published: 2010 | Resource type: Guide/tools

Audiences London Cultural Tourism Resources

How to segment cultural tourists

Discover various ways that you can segment cultural tourists and explore motivational trends in cultural tourism in this handy factsheet from Audiences London.


Published: 2010 | Resource type: Guide/tools

Developing cultural tourists: London 2012

London 2012 was a prime opportunity for engaging with cultural tourists. This factsheet describes the opportunities that were presented during London 2012 for developing a tourist audience – including those with the London Media Centre, Visit London’s 2012 marketing strategy, hospitality and hosting, and the overall 2012 culture diary.


Published: 2010 | Resource type: Guide/tools

Key facts and figures for cultural tourism

If you’re interested in strategy for targeting cultural tourists you’ll find some useful facts and figures in this help-sheet. It contains a wealth of information gathered from various sources including Visit Britain, The London Visitors Survey and the Nations Brand Index. There’s links to further resources along with details about decision making influences, sources of ... Read more


Published: 2010 | Resource type: Guide/tools