The 21st Century Visitor Attraction programme was created in partnership with the Arts Marketing Association to help organisations become more audience-focused, resilient and successful. Working with experienced trainers, two cohort of museums take a whole-organisation approach to refreshing or creating their audience strategy – identifying their purpose, clarifying their brand identity, understanding their visitors and developing an audience-focused approach.
“We just wanted to say a huge thank you, we can’t express enough how much inspiration, confidence and excitement has been generated at our organisation as a result of this programme” 2018 Programme Participant
The first cohort of museums was recruited in 2018. After a competitive recruitment process the successful applicants were:
- Sulgrave Manor
- Crich Tramway Village
- Erewash Museum
- Cranwell Aviation Museum
- Lincolnshire County Council
- Midland Railway Trust
You can view the full case study for this here: 21st Century Visitor Attractions Programme Report
The programme is aimed at museums who wish to prioritise the development of their brand and purpose and focus on how this translates into a specific visitor offer. It is aimed at museums that have the capacity and are willing to dedicate time and resources to improving their brand, audience data capture and marketing.
The second cohort of museums are currently undertaking support. This programme has evolved due to the pandemic and has been delivered remotely. Information on the impact of round 2 of the programme will be provided shortly.
MDEM also opened a bursary scheme for a programme participant to attend the AMA ‘Change for Good‘ conference 2021 and you can view the full case study by Chloe Subitte from Creswell Crags here: AMA Change For Good Case Study – Creswell Crags