Google arts scheme helps Cork's Firkin Crane expand audience

The home of dance in Cork has been selected for a prestigious scheme that will help it connect with existing and new audiences through digital marketing.

The Firkin Crane has been chosen as recipient of the 2013 Arts Audiences Google Mentoring Scheme. It’s the first time a Cork-based arts organisation has been selected.

As a result, it will see specialist mentors from Google advise and work with Firkin Crane over a four-month period to help the company reach out to more people.

The scheme, a partnership between Google and Arts Audiences, is open to any individual, group, or organisation in receipt of Arts Council funding in 2013.

Other recipients of the award this year include The Irish Chamber Orchestra, The National Gallery of Ireland, and The Civic Theatre with Guna Nua Theatre Company.

Paul McCarthy, managing director of Firkin Crane, said they are delighted. “We value the power of marketing and are very excited about being mentored by digital experts from Google on how best to communicate and market the diverse range of dance events and performances taking place in Firkin Crane,” he said.

“In a world of multimedia communications, it is very important to stay up to date with the best marketing practices in the arts.”

Mr McCarthy said he believes that with the help of mentoring experts from Google, the Firkin Crane has a unique opportunity to create awareness among the public that it is a place where everyone can make, see, or join in dance.

This is the fourth year of the scheme and more than 16 organisations, including the Irish Museum of Modern Art, Galway Arts Festival, the Gate Theatre, Riverbank Theatre, and the Chester Beatty Library, have benefited from it.