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New tool launched to decrease tension between marketing and the arts


By Jessica Davis, Consultant Journalist

November 23, 2016 | 2 min read

In response to Arts Council England identifying an increased need for collaborative PR and marketing between arts organisations, communications design agency Spring has launched an innovative new digital tool to transform the way they work together.

The Cultural Calendar has been created as part of the Look Sideways – East project, which is commissioned by the Arts Council and New Anglia LEP to promote and develop culture in the East. The tool aims to reduce the negative effects of competition between organisations and enable the delivery of more effective planning and campaigns.

James Gorry, project manager of Look Sideways – East, says: “This tool is going to be game-changing for the region. We hope it will cut down on relatively superficial collaboration, such as a tweet sent a few days before an event, and instead encourage communication teams to consider a more audience-focused approach to reciprocal marketing, identifying clusters of events that are likely to interest the same audience and presenting a collaborative invitation to engage.”

The Cultural Calendar allows users to upload events either manually or automatically, the latter pulling in information from box office systems such as AudienceView and Spektrix to reduce the burden on time-poor teams. It also includes a detailed campaign planning feature, where organisations can share their digital, print and PR plans, encouraging more much-needed proactive reciprocity and collaboration within the sector.

Spring is a strategic communications design agency that has worked with Age UK and the Moroccan National Tourism Office.


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