Audience segmentation & beyond

Looks at how an artistic and cultural venue moved beyond its current customer base and tapped into new audiences to understand and engage potential audiences in the UK.

Campaign details

Agency: Future ThinkingCountry: UK

Synopsis

Audience segmentation & beyond

For over 30 years, a leading arts venue has inspired people to discover and love the arts. In an age where the ways in which people consume art is changing, they have always looked to inspire and engage with new audiences to discover and love the arts.

However, people's expectations and frames of reference are rapidly evolving. They now face a complex web of conflicting pressures to be artistically progressive, commercially successful and functioning within complex funding and governance structures. Even though they have a dedicated...

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