Culture Line Collaboration by Andrew Willshire

Andrew Willshire

[email protected]

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