Incredible experiences are the bread and butter of the arts sector. Yet when it comes to marketing unique experiences for gift buyers, the arts are strangely absent from popular gift experience sites. Why? And can this change?
So we set off with a very simple idea: let’s work with some of London’s hottest arts venues to explore whether it is possible to create and package cultural events as gift experiences.
We embarked on a year-long project with Dulwich Picture Gallery, Whitechapel Gallery, the Royal Academy of Arts, Design Museum, English National Opera and Barbican to test this.
Supported by the Digital R&D Fund for the Arts, created by Nesta, Arts & Humanities Research Council and public funding by the National Lottery through Arts Council England. The lead research partners were Fusion Analytics, the University of Salford and Judge Business School, University of Cambridge.