Upload
culture-comms
View
46
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Andrew Willshire, from the Horniman Museum in London, shares his experience of working on Culture Line, where cultural venues on the East London Line collaborated to raise their profile
Citation preview
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