Generation Tour: engaging families in contemporary art

The Generation Tour was a project funded by Arts Council England’s Strategic Touring Fund.


The communications specialists worked with focus groups to find out what families in the area wanted and what they currently thought of visiting contemporary art galleries.


The focus groups and other research showed that families:


  • wanted a hands on experience which was opposite to how they perceived contemporary art galleries to be
  • could be turned off by the very words ‘art’ and ‘artist’
  • needed to know that it would be an easy experience practically speaking — good facilities for families, easy to find, easy to park, toilets etc
  • liked colourful communications literature that was instantly recognisable as ‘for families’


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