Fresh Eyes: Attracting and Sustaining Young Visitors to Tate

Sarah L. Briggs

11 citations0/0 files storedMuseum Management and Curatorship

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Museums and Cultural Heritage Marketing and Advertising Strategies Libraries and Information Services

Abstract

This article explores the strategies developed by Tate to attract more families and young people to the galleries. There are four Tate galleries in the UK—Tate Britain, Tate Modern, Tate Liverpool, and Tate St Ives—and this commentary looks at a number of specific campaigns at different sites and cross-site initiatives during the last three years. The issues and challenges presented by communicating to, and attracting very different audiences, are the focus of this writing, as well as the benefits of employing less conventional methods of marketing.

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2014Millennial cultural consumers: co-creating value through brand communities 2017Children's influence in museum visits: antecedents and consequences 2020Engaging Young Audiences Before, During and After the Lockdown 2026Attracting and Engaging Teens: Lessons from Research and Practice

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