The difficulties of marketing the arts in Auckland could fade into the past if a plan by arts advocates auckland goes ahead. The difficulties of marketing the arts in Auckland could fade into the past if a plan by arts advocates auckland goes ahead.On February 25 arts advocates auckland (aaa) launched the findings of initial research into establishing a collective arts marketing body for the Auckland region.

For many years both artists and arts organisations have identified marketing their work as one of the toughest aspects of working in Auckland.

While arts marketing bodies in Wellington and Nelson have succeeded in opening up marketing opportunities and branding their cities as homes of the arts, in Auckland the job has always been considered overwhelming.

Then late last year aaa took the reigns. After organising a forum involving marketing managers and advisors from the region's major arts organisations, aaa set up the MAAR working party to investigate the Auckland Region's options.

The MAAR (Marketing the Arts in the Auckland Region) working party commissioned initial feasibility research and strategic plan work.

The results are incredibly positive. There was overwhelming support, by those interviewed during the study, for setting up an arts marketing agency.

Research into other marketing consortia was also encouraging.

If the MAAR project goes ahead, aaa says Auckland artists and arts organisations will finally have an agency to carry out audience development initiatives, to help with advertising strategies and to brand the Auckland region as a city of the arts.

The findings were launched in a special edition of the aaa newsletter The Artery which asks for feedback on the initiative.

aaa gratefully acknowledge the support of Cities of Auckland, Manukau, North Shore and Waitakere, the Scottwood Group and The Lion Foundation.

Check out the MAAR project summary at
www.artsauckland.org.nz