Creating an audience development plan to meet the criteria of the HLF Stage 2 application. 

Photo credit: MOD/Crown Copyright 2015

Photo credit: MOD/Crown Copyright 2015


International Bomber Command Centre, Lincoln

project dates

December 2014 - July 2015

Project aims

Create a new audience development plan for the visitor centre, memorial and digital archive.


This remarkable project was seeking HLF funds for a new visitor centre, memorial and garden on a site just outside Lincoln city centre. The project also included a new digital archive of material from Bomber Command. My brief was to write an audience development plan to serve the needs of this complex initiative. The process involved working with the archive and building development teams, the exhibition designers and leading on a programme of audience research to test the market and create realistic financial projections.

What we’ve accomplished:


An audience development plan that works in conjunction with the business plan and supports all areas of project activity. The bid for HLF 2 funding of which this plan was part was successful.


Opening up the potential of digital audiences to both the site and the digital archive, including an assessment of the potential for income generation through online retail and engagement.


A better understanding of audiences, both real and virtual, for the project, including the potential for international engagement.