The role of an arts ambassador

The role of an arts ambassador

By Mel Larsen


Arts Ambassadors have been used for many years for a range of promotional and marketing activities. This short guide looks at how they can be used, gives examples of how and why organisations have used them and the pros and cons involved. It also discusses two approaches: the promotion-focused approach and the audience development approach and the differences between them.

Ambassadors have been employed by arts organisations in the UK for well over two decades now. As a marketing tool the Ambassador approach can be highly dependent on personalities and relationships. As such, a critical success factor is the ability to manage these elements well. You may find yourself suddenly having to manage an extra team of 30 people who are calling you daily or, caught between an arts organisation resistant to change and a community calling for development action.

Resource type: Guide/tools | Published: 2014