Preparation of an Audience Development Strategy

Amgueddfa Cymru – Museum Wales is entering a pivotal phase, aiming to become a truly public-facing, inclusive, and future-focused cultural institution. We seek to deepen our impact, broaden our reach, and ensure our museums are vibrant, living spaces for everyone in Wales and beyond.We have recently completed work on a new strategic marketing framework for the organisation, which brings family and future generation audiences in Wales to the heart of our work. We want to be engaging and inclusive, while maintaining our status as an important national and international beacon of culture – and science – in Wales.Amgueddfa Cymru (AC) is looking to commission an external company to assist in creating an audience development strategy, building on the work done to date with our Marketing framework. Our purpose is to inspire learning and enjoyment for everyone through the national collection of Wales, as a living museum of Wales, for the world. The appointed agency will be required to work with us to understand our audience and to ensure that our brand strikes the right balance between aspiration and accessibility.Please see the attached high-level brief for further information.NOTE: To register your interest in this notice and obtain any additional information please visit the Sell2Wales Web Site at https://www.sell2wales.gov.wales/Search/Search_Switch.aspx?ID=158343.