The Southbank Centre is the largest single-run arts centre in the world, delivering a year-round programme of festivals, performances and events across a wide range of art forms, from music and dance, to visual arts, literature and children’s events.
MHM were commissioned by the Southbank Centre to undertake a segmentation study of its current audience. The objectives of the segmentation were to provide the organisation with a more holistic view of its audiences, encourage greater risk-taking and artform crossover within the programme, deepen relationships with the organisation and, ultimately, to generate increased ticket sales.
The segmentation system is being disseminated through the organisation providing each department with insight into the target audiences and informing the development of programming, marketing and customer service activities throughout the organisation.
Visit the Southbank Centre's website