Kelly and Company

Client sectors

Glasgow International Festival of Visual Art

Glasgow International Audience Strategy

Research analysis, strategy report and management team away day

Beginning with a strategic analysis of 2008 festival research and visual art-going audiences in Scotland, a recommendations report was created to guide and direct communications for the 2010 festival. The strategy considered the context within which the festival takes place, including the Scottish art-going audience, visual art attendance and the GI previous audience achievement and gaps. From this, the future direction for communications, target audiences segmentation and tactical suggestions resulted in Kelly&Company being invited to undertake all festival marketing for 2010, 2012 & 2014.
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