Culture Line Collaboration by Andrew Willshire
Post on 01-Jul-2015
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Andrew Willshire
awillshire@horniman.ac.uk
CultureLine Overview
• 10 Partner Museums and Galleries from north east to south east London
• From the known to the lesser knownWhitechapel Art Gallery, Horniman and Geffrye tothe Brunel Museum, Wesley’s Chapel and Museumof Croydon
• An intriguing mix – Art to Local History, Anthropology to English Domestic Interiors and Science
CultureLineIntegrated Campaign
• Strategic approach but with no new programming money
• Identity and web site – cultureline.org.uk• Poster and leaflet campaign with TfL• Time Out insert guide/e-campaign• PR campaign• Support from Renaissance London and TfL
CultureLine PR Challenges
• Disparate collections and programmes• Organisations with different levels of PR
expertise• Existing institutions with no new programming
money• Desire for coverage from all partners• Some TfL scepticism
CultureLine PR Strategy
• Clear target sectors: culturally active adults, London families, domestic and foreign tourists
• Buy in from TfL• Co-ordinated work by agency• Strategic approach• Template press releases and guidance for each
institution to use
CultureLine PR Programme
• May 2010 - Launch linked to half term week• July 2010 - CultureLine survey on north/south
London cultural habits• August 2010 – CultureLine discovery weekend• September 2010 – CultureLine debate
CultureLine – The Results
• Over 300 pieces of offline and online PR including a double page spread in the Evening Standard, pieces in the Times, Sunday Times, Telegraph, Observer plus significant regional coverage
• Ten broadcast pieces including 3 ten minute interviews on BBC London
• Coverage and profile achieved for all 10 partners• 9m potential visitors reached, 3.5m in London• Increases in profile and new visitor numbers attracted
across all 10 partners
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