We want more people to experience and be inspired by the arts, museums and libraries. In order to help make this happen, we will encourage our funded organisations to be even more focused on audiences - to reach more people, to broaden audiences, and to improve the quality and depth of audience experience.

We will provide support to develop affordable ways of collecting and sharing audience data and intelligence. We will support collaborative action, marketing and audience development activity, to increase audiences, remove barriers to attendance and participation, and drive up public demand.

We will learn from those who are best, nationally and internationally, building upon existing success and sharing best practice. We will take the opportunity to develop new cross cultural approaches to marketing and audience development across the arts, museums and libraries.

We want more people to experience and be inspired by the arts, museums and libraries, and to ensure that organisations funded by the Arts Council have an even stronger focus on attracting audiences.