Ambitious arts project
leads the way
community has leapt at the opportunity presented by Objective One funding
to create one of the most exciting marketing projects in Europe. The hugely
ambitious £6 million project is one of the most comprehensive ever seen
in the country. It will see Cornwall take the lead with a radical, dedicated
arts marketing agency that will ensure the visual arts play their part
in the county’s economic renaissance.
The scale of the project is breathtaking; it anticipates delivering 500
new jobs and more than £10 million in new sales. Forty-eight partners
have come together to support the bid, ranging from art galleries, theatre
companies, festivals and all the major performance venues, galleries and
theatre promoters across Cornwall. At its heart lies the conviction that,
through well co-ordinated marketing, the project can deliver not only
more jobs, but more secure employment in a traditionally high risk area
of employment. This will be achieved through an increase in sales, and
by raising the profile of Cornish visual arts nationally and internationally,
broadening markets and developing audiences for Cornish works.
Proof that this ambitious project can deliver the goods for the arts has
been established by a successful earlier project, also run by Cornwall
Arts Marketing. It is by building on the achievements and understanding
generated by that project that this massive £6 million project will really
start to make the difference for the arts in Cornwall.
The immense support from partners keen to extend the benefits of that
programme, which saw the 'Arts Round Cornwall' identity come into being
and become an essential source of information for those wanting to see
performances in the county, has led to its being extended to include artists,
galleries and the craft sector.
Richard Glover, Director of Cornwall Arts Marketing explains: “This
project should be a source of immense pride and hope for many people.
I believe that this is one of the most exciting projects to emerge from
the Objective One Programme, with great potential to have a real impact
on the lives of those working in the arts, and in boosting awareness of
just how amazing the art in the county is. We are unique in the UK – and
probably Europe – in having such a key strategic position. It is the confidence
of our partners that has placed us in this vital and responsible role;
but what exceptional partners we have to work with! Cornwall deserves
to become the art mecca of the world with so much talent on offer.”
One of Cornwall Arts Marketing’s partners is the Eden Project. Tim Smit
is impressed by the audacity of the project: “The time is right for
Cornwall Arts Marketing,” he says. “Eden has achieved worldwide
media exposure and it just goes to show that if you are good enough, the
world will sit up and listen. For generations Cornwall has been a centre
for the arts and Eden is very proud to be working with the very finest
artists of our generation. We hope we can help to bring them the audience
The importance of this project is stressed by Objective One Programme
Director Bill Bawden, who adds: “What is heartening about this bid
is its scope, vision, energy and enthusiasm. There is an impressive list
of partners for Cornwall Arts Marketing to work with, including the Tate
St Ives, The Eden Project, Hall for Cornwall, The Minack Theatre, Kneehigh,
Cornwall Crafts Association, Newly Art Gallery and the Golowan Festival.
"This project builds on the fantastic natural resources of our artistic
community, which we know is world class, and the benefits will not only
bring more money into the county, it will contribute greatly to the prosperity
and social well being of Cornwall.”
The full funding package of £6 million has been met with an Objective
One European Regional Development Fund grant of just over £2.9 million,
nearly half the costs, with additional partner support from Cornwall County
Council, South West Arts and Cornwall Enterprise. The project will run
until December 2004.
Councillor John Lobb explains on behalf of Cornwall County Council: “We
are investing in the proven track record of Cornwall Arts Marketing. The
importance, and distinctiveness of the arts in Cornwall is a vital part
of the mix which makes Cornwall so special and I am pleased that we are
supporting such a confident, ambitious project.”
The task faced by Cornwall Arts Marketing is a serious one; by combining
the marketing plans of all 48 partners (a significant proportion of the
county’s arts and crafts sector) a coherent sales message for the arts
in Cornwall will be developed. Importantly, links will be maintained with
Heritage and Tourism also.
Debbie Smith, Marketing Director of Cornwall Enterprise adds: “There
is real synergy between the arts and tourism; often we are targeting the
same potential markets and Cornwall Arts Marketing will play its role
in generating over £12 million additional sales in tourism and related
"The positive and contemporary messages being developed by Cornwall
Arts Marketing will also link with the Image and Brand for Cornwall, work
which is being developed by Cornwall Enterprise.”
The marketing plan for the arts will ensure marketing help and support
for all the partner organisations, as well as creating two major, high
level awareness campaigns that will run throughout the life of the projects.
These two major campaigns will link directly with sales campaigns for
partner organisations, to ensure that the maximum benefits are accrued
for all involved.
The two major campaigns will both consolidate on the existing 'Arts Round
Cornwall' ARC – awareness, and market the arts through campaigns directed
almost entirely out-of-county, to include London and the major regional
UK markets, Japan, Europe and North America. This ambitious approach is
targeted to reach the art buying markets, cultural tourism and the media.
The high level campaign will use advertising, national and international
public relations campaigns, attendance at trade shows, an exhibition in
London, print, website developments and e-commerce.
Those interested in finding out about the support and marketing advice
offered by Cornwall Arts Marketing should contact (01872) 274427.
For further Information
Cornwall Arts Marketing
Tel: 01872 274427
Public Relations on behalf of Cornwall Arts Marketing
Tel: 01872 276276
Objective One Partnership Office
Truro TR1 2UD