A practical guide to working with Arts Ambassadors

Ambassadors have been effective in helping audiences to engage with the arts for at least the last two decades. Ambassadors should not be seen as simply another marketing tool. We often only get one chance to reach out to a new audience and the quality of that initial relationship can have a critical impact in the long term. The ambassador approach requires commitment and can even bring about fundamental changes in the host organisation. This guide takes the lessons learned from people with firsthand experience and summarises what we know currently about good practice.