Visitors in the Interactive Zone at Tate Modern

© Rory Gardiner

Tate is enjoyed, debated and used by the broadest possible audience, with media coverage to match. Our audience is still growing: annual visitor numbers to our galleries recently topped 7 million. Our website has nearly 20 million unique users, we are one of the largest arts brands on Twitter and we have around 300,000 Facebook friends.

As our supporter, you can access this audience and, through extensive marketing and press campaigns, the broader public. With you we can build a campaign that reaches your target market most effectively.

Case study: Bloomberg

Background

Bloomberg has partnered with Tate Modern since it opened in 2000. They sponsor interpretation, offering visitors tools and content to enhance their experience.

Objectives

Throughout the partnership Bloomberg and Tate have sought to:

  • Offer in-gallery facilities that add depth, texture and enjoyment using new information technologies
  • Set a global industry standard for interpretation in the arts
  • Deliver high brand visibility for Bloomberg among gallery visitors
  • Add to Bloomberg’s history of philanthropic arts support

Partnership

Since 2000 the partnership has created inventive ways to add to visitors’ experiences of the collection displays and exhibitions. These have included:

  • Multimedia guides
    Tate was the first gallery to deliver hand held digital tours in the museum and gallery sector. These offered audio commentary alongside images, film clips, games and opinion polls and other visual aids with which to uncover ideas behind the artworks. The guides have been a source of continued innovation; Family guides, the SMART guide (Students Multimedia Art Research Tool), British Sign Language tour for hearing-impaired visitors and multilingual versions have all been produced to address visitor needs.
  • Mobile gaming
    In 2009 a new strand was added to the partnership: offering interactive games to visitors. Tate Trumps was the first: it turned the entire collection on display into a digital card game in which visitors could compete.
  • Interactive areas
    Physical spaces for in-depth engagement with Tate’s collection have included a cinemateque showing specially-created films, a game-based interactive table for up to six players, digital bars for exploring major modern art movements, a place to experiment with techniques from surrealist art and the Under 5s Zone with large-scale art-inspired objects for children to explore. Future developments are being planned for Summer 2013.

TateShots
Launched in 2007, TateShots is a series of short films about the arts content, ranging from interviews with artists to performance and exhibition highlights. In 2009 Tate began to make longer documentary-style films about artists who were the subject of major exhibitions at Tate Modern.

Successes

  • The multimedia guides won a BAFTA for technical innovation and Museum and Heritage Award for Excellence
  • Tate Trumps won the Guardian Media Innovation Award for Arts and Culture
  • Over 500,000 multimedia guides have been hired
  • Tate Trumps has been downloaded over 22,000 times, compared with competitor downloads of 7,000
  • 2 million Tate Shots have been downloaded since 2007
  • TateShots have been distributed through YouTube, iTunes and third parties including the Times, Guardian, Classic FM, BBC Two’s The Culture Show and San Francisco Museum of Modern Art.