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Multicultural arts Australia: multicultural arts marketing strategy, Beckett Theatre, South Melbourne, 21st March, 2000, 11.00 am.

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Multicultural arts Australia Multicultural arts marketing strategy

Beckett Theatre South Melbourne 21st March, 2000

11.00 am

Peter McGauran

Thank you Simon.

Distinguished guests, ladies and gentlemen.

It's a great pleasure to be here today to launch this important project.

The arts in Australia enjoy wide recognition and patronage, and we are fortunate to have such an energetic industry.

Marketing of the arts remains vitally important if we are to capitalise fully on cultural investment in the arts.

We owe it to the artists and the audience to find ways of connecting them to the vast array of cultural events and activities.

Arts marketing has certainly come a long way since the days when the only place to find out 'what's on' was in the weekend paper.

Now you can log on to the Internet and check for tickets - all electronically and at the press of a button!

However, research has shown that the arts community is not communicating what it has to offer as well as it might to some ethnic communities.

So Multicultural Arts Victoria has taken an important step today.

Through its new arts marketing ambassadors strategy, it has found a way to link the arts with a wide range of culturally diverse audiences.

It will forge links, give valuable exposure to artists, and generate revenue for the arts.

This is vital because, above all, the arts are inclusive.

They do much to foster a sense of joint purpose, belonging, and pride in the community.

This project was conceived very much in that spirit, and the Federal Government takes great pleasure in supporting it.

The Australia Council's Multicultural Advisory Committee and Audience and Market Development Division worked hard together with Multicultural Arts Victoria in support of this strategy.

As have the Australian Ballet, the Victorian Arts Centre, and the Playbox Theatre.

These host companies will be provided with a group of bi-lingual or multi-lingual ambassadors to better reach multicultural communities.

Three participants will also have the opportunity to undertake an internship with these outstanding artistic companies.

Congratulations - you can all feel justifiably proud of your strong teamwork.

To the 'ambassadors-to-be':

I also congratulate you on your selection.

I know that you will take your specialist knowledge to communities across Australia with a sense of enthusiasm and a commitment to active participation - for all - in the cultural life of Australia.

Finally and with great pleasure I formally launch the multicultural arts marketing strategy.

Thank you.