National Conference on Reconciliation, Multiculturalism,Immigration and Human Rights

Ms Katherine Danylak
Audience Development and Marketing, Museum Victoria: Immigration Museum and Melbourne Museum, Marketing/Education and Visitor Programs

Reaching New Museum Audiences: Issues in Audience Development Targeting Culturally Diverse Audiences.

The Museum Victoria Audience Development and Marketing Project is part of a wider national Multicultural Audience Development Strategy (MADS) funded by the Australia Council. It is specifically concerned with audience development targeting culturally diverse communities across two campuses of Museum Victoria - the Immigration Museum and Melbourne Museum.

Current research shows that if you speak a language other than English at home, you are less likely to visit a cultural institution. The main aim of the MADS Project has been to develop a multifaceted communication strategy to increase levels of participation from culturally diverse communities and ultimately attract a wider non-traditional audience to the Museums.

At the Museum social research has been undertaken across three target language communities - Italian, Greek and Cantonese exploring issues such as the role of a museum in society, attitudes to leisure and museum visitation to see if they are culturally bound. Rather than explore barriers to museum participation, enabling strategies were focussed upon and models of community engagement examined.

This ethno-specific body of research will in turn inform the direction of the Audience Development strategy. Tailored multicultural marketing strategies are being developed and integrated into the overall communication strategy. It is envisaged that the audience development strategy will be embedded into an organisation wide cultural diversity initiative to ensure services provided by the Immigration Museum and Melbourne Museum are culturally inclusive and responsive.

Katherine Danylak has worked with culturally diverse populations in the areas of education, cross cultural health and media. This year she has taken leave from SBS to undertake a project in audience development in the museum context. Katherine brings to the project experience that she has gained in other fields. In 1998 Katherine won the Ethnic Affairs Commission Multicultural Marketing award for CEH in the Community category. Which recognised her work in public relations and working with culturally diverse groups and the Active For Life campaign.

In 1999 Katherine was selected to sit on the DHS Ministerial Multicultural Advisory Council.

Presentation Type
30 min paper

University of Technology, Sydney, 1-2 December 2000

Papers & Workshops