To bring an events and tourism marketing perspective to a visual arts festival, ensuring mass consumer engagement and awareness.
I was brought in to review the Biennial’s marketing and communications strategy, applying best practice events and tourism marketing to the festival. My analysis began with the evaluation prepared by the Local Enterprise Partnership, before working with the festival’s curators, designers and director to clarify the vision and design direction.Based on that review, specific actions included growing the North West-based audience for the Biennial, helping it communicate in a way that non-arts people would understand, and making sure that the Biennial was featured as part of the city’s narrative about what to do in the city. My role also included mentoring the marketing executive to a level where she can manage the marketing of future festivals.The 2014 Biennial saw an increase in visitor numbers of approximately 100,000, a growth in the north west audience from 6% to 13%, and a 496% increase in referrals from local tourism agency Visit Liverpool.'It can be hard for visual arts organisations to market and promote themselves to a non-arts audience. Rachael's expertise and ability to champion the event through all tourism channels has made a massive difference. Her determination to follow best practice means delivered on all of their key objectives.’
- Sally Tallant (Liverpool Biennial of Contemporary Art)