Marketing Culture for the Visitor Economy

  • By London Councils

The funding for the London Cultural Improvement Programme came to an end in 2011.  This website will remain live to ensure that the learning and resources from the programme are still available.  For an overview of the programme visit the LCIP Index.

The Marketing Culture for the Visitor Economy strand of work aimed to address a common issue that emerged in self-assessments that were carried out as part of the Culture an Sport Improvement Toolkit. A significant number of London local authorities identified the need to improve their ability to market cultural services as a key priority.

London and Partners (previously Visit London) ran a series of seminars and workshops and used the feedback from these sessions to identify subjects for a series of marketing guides.  Participants were asked to identify areas where they felt their need for support and guidance was greatest and the five guides below are on subject areas where demand was highest.  These guides were officially launched in September 2010:

  • Social Media
  • Websites
  • Marketing Evaluation
  • Proactive Media Work
  • Customer Relationship Management

The marketing guides, reports from the seminars and workshops, as well as an evaluation summary of these sessions and a map of engagement showing which london local authorities took part, are available to download in the related documents below.