Arts Sector Makes Cornwall 'Cool'
A campaign to make Cornwall 'cool' is having phenomenal worldwide
success. Cornwall Arts Marketing (CAM) was set up in 2002
with the help of £3m of Objective One investment. Made
up of more than 50 businesses involved in Cornwall's arts
sector, CAM claims to have:
Trebled the nationwide reputation of Cornwall's arts
Delivered 53% sales growth over three years;
Generated £5.2 million extra sales for partners;
For every £1 spent, to generate £1.83 for
the wider economy, (According to a commissioned survey by
Nottingham Trent University).
Miranda Bird, CAM director, said: "Cornwall is home
to the highest UK concentration of creative industries outside
of London but it still carries the cream teas and beaches
image and the arts are seen as fluffy and public sector-dominated,
not geared up to commercial behaviour. Neither the arts nor
Cornwall has traditionally been associated with economic success
or innovative marketing solutions. Our campaign has infected
the marketing style of many other Cornish campaigns so that
there is now an emerging look and feel created by CAM which
is repositioning Cornwall as cool."
CAM's partners include big names such as the Eden Project,
Kneehigh Theatre and the spectacular Minack Theatre as well
as smaller galleries, museums, festival organisers and theatre
companies. To help partners CAM has set up a website with
1500 users per month, which provides a notice board for all
partners; a database with 5,000 names available for partner
promotions; an e-flyer design, mailing and tracking service
to give late boosts to flagging ticket sales and a photo library
with 2,000 images available for partners' campaigns.
Initiatives have included a hugely successful series of three
supplements in The Guardian. A subsequent poll revealed that
'Living On The Edge' had reached 2 million readers and trebled
national awareness of Cornwall's cultural credentials. 93%
of respondents said they were more likely to visit Cornwall
to experience the culture after reading the 28 page supplements.
An art installation at Paddington Station was seen by about
500,000 people a week for eight months. CAM worked with the
Eden project to develop the highly popular Eden Sessions,
which have included Moby, Brian Wilson and Embrace.
In 2004 the Arts Council chose Cornwall as the venue for
a tour of artists from around the world. As a result CAM has
had enquiries from countries including Brazil, Bulgaria and
India about how their campaign works. "We brought
together a high quality campaign which started to tell a story
for Cornwall," added Ms Bird. "We knew the campaign
was working even before the figures came in because galleries
sold work off the page, visitors arrived clutching our publications
and holiday cottages requested them for their guests."
For further information please contact Clare Morgan, the
Objective One Partnership Office on 01872 223439 or 07973
813645 or email: email@example.com.
The Objective One Programme for Cornwall and the Isles of
Scilly has invested in Cornwall Arts Marketing through the
European Regional Development Fund (ERDF).
Media Relations Manager
Objective One Partnership Office
Truro TR1 2UD
Mobile: 07973 813647
Telephone: 01872 223439
back to top