Cornwall’s successful arts marketing project is set for some frenetic activity this spring/summer, with a major promotional campaign in the pipeline and plans for significant expansion under construction.
Cornwall Arts Marketing is a collaboration between performing arts organisations – venues, promoters, theatre companies, artform development organisations, festivals and so on – established to deliver a number of tools on behalf of the partnership. This is includes running a website, providing listings, co-coordinating a distribution service, making cross-sector connections, providing support and advice for project partners and linking with brand initiatives across the South West.
The promotional campaign is a collaboration between CAM, The Eden Project, English Heritage and Cornwall Tourist Board and will follow the theme “what are you missing?” which has been used by CAM to promote their website and email listing service. “This summer, we will be hoping to boost audiences in the face of great challenges to tourism and the local economy. By combining our resources, we should ensure that we deliver a clear message for people at a time of uncertainty” said Richard Glover, CAM co-ordinator.
The first phase of Cornwall Arts Marketing is funded until the end of August 2001 and has already exceeded the expectations of many. The website has received over 98,000 ‘hits’ and the ‘visitor’ figure – people spending time searching the information available – is an average of 350 per month, and rising. The email and print initiatives have proved very powerful, with important data being captured as well as engaging directly with audience feedback. A more detailed research initiative looking at existing audiences in Cornwall will begin next month.
Strengthening links with the tourism and heritage sectors has enabled exciting partnerships like the summer campaign to happen much more quickly than before, whilst giving smaller organisations the opportunity to participate in wider marketing activity without additional work. CAM financial support has ensured that proactive organisations can benefit from the increased profile of the performing arts. Where CAM has been directly involved in promoting particular shows, audiences have been much higher than expected.
The perceived success has led to calls for a wider partnership, embracing the visual arts too.
Cornwall Arts Marketing is now constructing a business plan that will form the core of a funding bid to the Objective One programme. A draft of the plan, which outlines a three-year marketing strategy, has been circulated to potential partners and funders. As well as providing a series of promotional campaigns, financial support and advice, it is anticipated that CAM will link closely with South West Arts Marketing on training and research.
A presentation to interested parties was made at the beginning of February and invited organisations to express their support.
The response has been nearly overwhelming! As well as all of the current partners, all of the main public and private art galleries, performing arts organisations who ‘missed’ the first phase and artist groups have sent in requests to be considered for partnership. Based on this feedback, the plan will be refined during March and a bid submitted in early April.
“It is an exciting time for the arts, both in Cornwall and the wider region,” said Ross Williams, Project Director. “Organisational restructuring and greater access to funding presents a number of great opportunities. Initiatives such as Cornwall Arts Marketing and the new Training for Arts Professionals should ensure that the network of small organisations in Cornwall gain the most possible benefit”.
To contact CAM call 01872 274427 or email richard.glover@artscornwall.freeserve.co.uk
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