Public talk. Managing Culture: Marketing and Audience Development Strategies

This video is in Russian language.
Who are cultural projects created for and how can we support interest in them? The world’s leading audience development expert, Jackie Hay, will speak about the latest and most effective ways of working in this field.
Expertly organized audience engagement plays a significant role in the development of contemporary art institutions. As culture changes, it in turn changes its audience; society today chooses active involvement in creative processes instead of passive observation of completed forms. Because of this, the main ways of attracting new audiences have become open dialogue and access to projects in the making.
During the talk, Morris Hargreaves McIntyre consultant Jackie Hay will speak about the history of cultural marketing, concentrating on the evolution it has gone through over the past 40 years. Using a range of case studies, including the UK’s major cultural organizations, she will demonstrate how institutions can come up with a precise idea of their audiences and effectively communicate with them.

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