a strong and vibrant arts and
culture scene giving audiences
with a wide range of opportunities to
attend events throughout the year.
Despite this, there was limited market intelligence providing organisations with a sense of their shared market. This has led to concerns around the potential duplication of
activity and how this may impact on the maximum possible audience
solve this, Creative Victoria commissioned Morris Hargreaves McIntyre (HMH) to explore and
articulate this shared market in
In collaboration with the City of Greater Geelong and the
municipality’s major cultural organisations, HMH utilised cutting edge
market research technology to develop this important report.