Interview with Laura Crossley, Museums at Night cluster coordinator supreme

I recently spoke about Museums at Night marketing through partnerships at the thoroughly interesting Culture Matters conference in Norwich. It was great to meet so many other culture and heritage professionals, compare ideas, and learn about exciting new projects, and I particularly enjoyed the opportunity to explore the stories behind the Norwich 12 iconic heritage buildings with their stunning architecture and history.

A smiling woman standing at a lectern giving a presentation

I spoke about Museums at Night partnerships as part of the Culture Matters conference marketing strand. Image courtesy Norwich HEART & Jemma Mickleburgh

One of the most exciting outcomes is that I’ve been invited to visit Norwich’s sister city, Ghent in Belgium, for their Night of Museums. I’ll be very interested to see how their festival works – and of course I’ll share any good ideas!

While we were at Culture Matters, I took the opportunity to record a chat in the Green Room with Laura Crossley, who has coordinated clusters of Museums at Night activity for three years running. Last year she brought together the Victorian Nights themed cluster, running activities across multiple organisations across three North Norfolk towns.

In this video interview, Laura discusses how to build good working relationships with a range of partners, her recommendations for joint marketing, some of the challenges she’s noticed and how to overcome them.

If you work in a museum, gallery or heritage site and are considering partnering with other local organisations to offer a joint programme of Museums at Night activity, it’s worth watching Laura’s tips: she has a lots of good suggestions for sources of support, event marketing and audience development which could really make a difference to your community.

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