Culture Segments New Zealand

Culture Segments New Zealand 2011 report prepared for Creative new Zealand by Morris Hargreaves Mcintyre. It's an international, sector-specic segmentation system for arts, culture and heritage organisations. The system is powered by data from Audience Atlas New Zealand, and draws upon a decade’s leading-edge practice helping organisations to truly understand and meet the needs of audiences for arts, culture and heritage.
The principle objective of Culture Segments is to provide the sector with a shared, international language for understanding the audience, with a view to targeting them more accurately, engaging them more deeply and building lasting relationships.
Culture Segments is designed to be more subtle, granular and sophisticated than existing segmentation systems. This is because it is based on people’s cultural values and motivations. These cultural values de ne the person and frame their attitudes, lifestyle choices and behaviour.
The segments are distinguished from one another by deeply- held beliefs about the role that art and culture play in their lives, enabling you to get to the heart of what motivates them and develop strategies to engage them more deeply.

Culture Segments New Zealand

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By Create London
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By Valentí Oviedo
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There’s nothing more satisfactory than watching a person sat in the Auditorium of Barcelona for the first time being moved by the Titan Mahler’s symphony. That audience member belongs to the over 110.000 people that come to listen to the Orquesta Sinfónica de Barcelona & Nacional de Catalunya (OBC) every year. And each of these audience members is unique to us.

Moving from global communications to micromarketing; from the orchestra notoriety to detailed Audience management; from branding to subscription; from Mahler to The Lord of the Rings”.

About 2 years ago we had the need to boost the OBC. We had to, the OBC was literally disappearing from the city’s imaginary! And this time we needed it to be cool, we needed people to be amazed, we wanted an orchestra that connected with people and to do so through symphonic music, which was what we best thing we knew how to do. If today there are thousands of people amazed by Shostakovich, there are many more thousands that don’t know they would love Shostakovich if they had the chance to enjoy it. And there’s the challenge, Are we able to seduce them? How do we do it? And how do we get them to come back? Who could be the Pied Piper of Hamelin? … And suddenly it came to my mind… What do the Holst’s Planets and the original movie soundtrack of Gladiator have in common? The answers in this video of Valentí Oviedo (Former CEO at L' Auditori y de la Orquesta Ciutat de Barcelona i Nacional de Catalunya, Spain) in #MarketingArtes16 (Madrid).


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