Museums needn’t be the worthy preserve of the middle classes. It is possible to attract a wider market. It doesn’t rely on changing the product or investing in bigbudget campaigning. The solution relies simply on dissolving resistance to the unknown and the uncomfortable: a big step forward in the field of arts marketing.
The resultant increase in visitor figures achieved by our new client hints at a trend that could revolutionise the relationship between the general public and its local and national institutions. Ultimately, we would venture that the initial success of this fully integrated pilot campaign could provide a template whose broader application could deliver a profound impact on the attitude of future generations to accessing their history and culture.
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