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CultureHive > Case Study > Test drive the arts in Northern Ireland
7th March 2013 Sara Lock

Test drive the arts in Northern Ireland

By: Steven Hadley


The Test Drive the Arts project online encouraged nearly 5,000 people to attend the arts for the first time in Northern Ireland. www.testdrivetheartsni.org was the largest collaborative audience development project ever undertaken in Northern Ireland and a great success.

Test Drive the Arts introduces people to the arts for the first time by offering guest tickets from unsold capacity. The idea behind Test Drive the Arts is that potential patrons have the opportunity to experience attending a performance
in a relatively risk-free environment – providing organisations with a new and rich source of ‘hot leads’ they can convert into regular attendees. For the past year Audiences NI has managed a Test Drive the Arts project which focused on Belfast initially before being rolled out across
Northern Ireland.

| Published:2013

Smart tags: frequency collaboration audience development attendance

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