Cultural And Tourism Marketing Survey

In 2004, London Calling Arts commissioned Ipsos to conduct a survey to explore current perceptions of marketing in the arts and possible future trends.

The survey was repeated in 2005 with the aim of delving further into topical and business critical issues that will affect marketers over the coming year.

The main findings from the survey include:

The arts community remain sceptical about the effects of the 2012 Olympics on cultural life. Over a third (36%) of marketers feel that the levels of statutory supports for the arts are likely to decline in the run up to the Games, while 43% believe that levels of private sector funding will drop as well.

A third (34%) of London based arts organisations say the number of visitors declined following the events of 7th and 21st July last year. Organisations which suffered the most from this were the non-performing arts.

Across all arts organisations, around 1631 in every 16311 is spent on marketing. Print accounts for the highest proportion of the overall marketing spend and is believed to offer the greatest return on investment with regard to building brand awareness and generating visitor income.

Technical details

Using an online methodology, a total of 1,257 individuals were sent a link to the survey. The link to the survey was also made available to various publications including Arts Professional newsletter.

In total, 304 individuals ranging from Chief Executives through to junior marketing staff from 283 organisations completed the survey.

The survey was live from 13th September to 14th October 2005.