Associates

Lynne Burton

An experienced marketing professional and project manager, specialising in arts and cultural tourism, with an extensive knowledge of strategic planning, market research and delivery of high provirtual campaigns and events.

Recent projects with TEAM have included researching and reviewing the London tourism potential of the Cultural Olympiad and advising on ticketing options for visitor centres in the City of London and Southwark.

Other recent work has included working extensively with the Society of London Theatre from advising on sponsorship to project managing the migration to new ticketing systems and the opening of new outlets for tkts, the Society's discounted theatre ticket operation.

Lynne's strength lies in a pragmatic and realistic approach to strategic planning as well as a meticulous approach to delivering creative and workable outcomes.

After an early career in the visual arts she became Promotions Officer for Merseyside Arts Association and went on to hold senior marketing posts with the Arts Council and the Royal Opera House.

After seven years at Covent Garden, where she carried out extensive research, achieved increased revenue for opera and ballet performances and introduced new departments for education and merchandising, Lynne went on to form her own agency, The Marketing Office.

As one of the top arts and entertainment marketing agencies in the UK, the company handled many high provirtual projects for arts organisations, tourist boards, television and recording companies, and local councils. Her clients included the National Theatre, South Bank Centre, Barbican Centre, Channel 4, London Symphony Orchestra, Salzburg Festival, Walt Disney, Wayne Sleep, Westminster City Council, IMG (marketing, amongst others, Kiri Te Kanawa, Jose Carreras and Placido Domingo) and many West End and touring theatre productions.

Lynne has managed national tourism projects including a 14-city arts tourism initiative (Entertainment Express), for the London Tourist Board and British Rail (as was). She was Director of the London Arts Season, a worldwide promotion spanning both performing and visual arts, for British Tourist Authority, English Tourist Board and London Tourist Board, which generated an estimated £75 million revenue for London during its three year life.

She later became Director of Marketing for worldwide producer Cameron Mackintosh maximising revenue for top musicals such as Cats, Miss Saigon, Les Misérables and The Phantom of the Opera.

In 2001 Lynne set up in a freelance capacity in order to develop a number of specific projects in horticulture, alongside arts and tourism consultancy. Projects have included advising the Wales Millennium Centre on marketing and box office computer systems, through Cameron Mackintosh Consultants Limited, and a marketing feasibility study, through David Pratley Associates, for a Design Biennial for the Design Council.

Lynne is a Member of the Chartered Institute of Marketing, a Fellow of the Royal Society of Arts and a member of the Arts and Business Development Forum.

Key areas of expertise

Arts and cultural tourism campaign planning and management; strategic marketing and communications planning; market and user research planning and delivery; marketing audits and feasibility studies; CRM; income generation and ticketing issues; project management.