Sunderland Culture/Regional Identity
Client:
Sunderland Culture is a organisation to improve the City of Sunderland through culture. They are holding a exhibition in the glass centre and it will be called 'Who am I?' The exhibition will also be held in Sunderland Museum and Winter Gardens in Mowbray Park. I've been asked to explore around and develop ideas for my own media work relating to 'Rational Identity' which explores the question 'Who am I?'
Sunderland Culture was founded on April 2016 as partnership set up by Sunderland City Council, the University of Sunderland and the business-led Sunderland MAC (Music, Arts and Culture). Its aim is to manage cultural venues across Sunderland and develop city-wide cultural projects.
Sunderland Culture operates on Sunderland Museum, Winter Gardens in Mowbray Park, National Glass Centre, Northern Gallery and many more. They operate in these areas is because they are the most iconic places in Sunderland and this will attract more audiences into Sunderland as well.
Sunderland Culture actively seek to promote the work of artists from diverse backgrounds and enable visitors from different backgrounds and diversities to enjoy and participate their work. Sunderland Culture ensures that commitment is demonstrated through all aspects of business, governance structure, staff recruitment and training, creative programme and audience development activities.
Sunderland Culture's key stakeholders are businesses because they want the development of strategy for the future success of the company.
Audience:
The target audience are the ages between 16-25 years of age and my audience can be any demographic, which means their race, ethnicity, gender and education. Sunderland Culture's main aim is to engage with young people and encourage them to express their regional identity, like their background, martial status and education. The audience who are particularly interested in this are people who want to know the City of Sunderland and might be interested to learn about North Eastern culture and also visit the places that are recommended by Sunderland Culture, places like National Glass Centre, Sunderland Museum & Winter Gardens, Northern Gallery for Contemporary Art and many more.
My overall audience are explorers who are particularly interested to explore Sunderland and want to see the most popular and most viewed places around Sunderland. They are very interested to visit The Glass Centre to see the different kinds of glass work and also visit the Sunderland Museum because they will be informed about the history of Sunderland etc.
My Idea:
My idea is for creating a print advert for Sunderland Culture. The plan is I'll include the places that Sunderland Culture shows on their website such as, National Glass Centre, Sunderland Museum & Winter Gardens and Northern Gallery for Contemporary Art. In the middle, the main title will be 'Visit Sunderland!' in order to attract audience to visit and the Sunderland Culture logo will be in the top of the text. This will appeal to my audience because there will be people who are curious to visit the whole City of Sunderland and learn the Northern Eastern culture as well.
I want my audience to relate to one another about Sunderland and tell one another about the lifestyle living in Sunderland for example is life in Sunderland great? and is Sunderland a city that would he or she recommend?
Requirements:
The client wants either a documentary or print advert or combination of the two to promote the city of Sunderland. The documentary or print advert has to be well presented and suit their interests to promote Sunderland in a positive light, the documentary can be about the history of Sunderland and for a print advert, you just chose the best places in Sunderland so you can attract potential visitors into the city. I'm doing print adverts because it is a quicker way to promote the city as everyone will be able to see it around Sunderland or social media platforms, I think making a documentary about Sunderland wouldn't be a great idea because I think very few people would be interested watching a documentary. I'm planning to make three print adverts and each print advert will have their own different image for example Stadium of Light, Mowbary Park, and Wearmouth Bridge. By showing these places people will really interested to explore them and possibly change their perspectives about Sunderland as many don't have high expectations about the city.
I made a survey if my audience agree with me that print adverts are engaging then documentaries for younger people and I got mixed responses. Some said that if it is posted on social media then the print advert than the print advert would be effective than the print advert if it was a poster, while others say that it depends on the person. One of the questions was why documentaries are way more engaging then print adverts for younger people and some people said that documentaries can offer a wide range of detail and print adverts are just art pieces, I partially disagree with this as print adverts can show information as well by the titles and image of a place that they are showing in the print advert and audience can be interested with what is presented in the print advert.
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