Dance City: Rosie Kay Dance Company, MK ULTRA. Photo: Brian Slater

NewcastleGateshead Cultural Venues

Nina Byrne, 18.04.2017
A collaborative approach to digital marketing
NewcastleGateshead Cultural Venues is a partnership between 10 organisations, operating 19 venues. Between us we cover visual arts; performing arts; music; film; writing and literature; dance; heritage; archives; and science communication.

Our flagship project, the Insider, was developed as part of a research pilot in partnership with Morris Hargreaves McIntyre research consultancy and Human (formerly Tariff Street), funded by the Digital R&D Fund for the Arts.

The pilot investigated the potential of a shared market for arts and culture, encouraging audiences to diversify their experiences and visit new venues. It was successful in proving the concept for a citywide data-sharing initiative for cultural organisations.

The Insider is a free email list, run from a shared database. Members receive a monthly round up email with a curated offer from across the venues.

Underpinned by Morris Hargreaves McIntyre’s audience segmentation model Culture Segments, members also receive one-off campaigns tailored to their culture segment or interests. All our copy is carefully crafted to ensure we are speaking to people in a language they’re most likely to be receptive to.

High open rates and research with members suggest high satisfaction levels.

Members are delighted to have found something that combines an offer from multiple venues together. We believe this model to be unique in the UK and there’s evidence it’s having a positive impact on arts and cultural engagement in Tyneside.

Two-year funding from Esmée Fairbairn Foundation is enabling the partnership to scale-up the project, testing its viability as a long-term approach to cultural sector marketing.

Nina Byrne is the communications manager at the The Insider & Dance City. The Insider partners are: Baltic; Dance City; Life Science Centre; Live Theatre; Northern Stage; Sage Gateshead; Seven Stories; Tyne & Wear Archives & Museums; and Tyneside Cinema.