Arts marketing in Malta : an analysis of best practices

Abstract

In Malta, arts and culture appear to have gained momentum in recent years especially in the run up to Valletta holding the title of European Capital of Culture in 2018. Therefore, information about what cultural products the public finds interesting and is willing to spend time and money on, is essential to the marketer of arts and culture. This study gathers a collection of best practices of arts marketing in Malta, with particular attention to the performing and visual arts. Interviews were held with three national organisations and cultural entities to identify arts and culture marketing tactics in Malta. A survey was also conducted amongst the general public in order to get an idea of the public’s perceptions of the organisations’ marketing efforts. The results suggest that the organisations interviewed apply what literature describes as a product-centred approach, rather than a market-centred approach, without, however, dismissing their audiences’ needs and wants. These organisations rely heavily on direct marketing, as they make extensive use of and rely on social media and the internet. The majority of survey respondents resorted to social media in order to get to know about cultural events and to obtain more information about them, with traditional media coming in second place. Direct marketing strategies are suggested to attract the target audience for art and cultural events.