The marketing strategy in Tate London is based on the use of digital tools to capture new members of the public and generate a conversation with them. Burrows said “The Tate is not only an excellent brand but it also has a solid mission, to bring art closer to everything through good experiences”. 

According to Burrows, social media at the Tate is frequently used to provoke a debate and to activate the audience through art.  Content which generates discussion and which fans can interact with are published via this medium.  “We ask people, for example - said Burrows - if they have ever fallen in love in an art gallery, or which piece of art makes them feel calm...Emotion is a key factor to make people talk about art”, she concluded.

Throughout the session, the speaker helped the Master’s degree in Cultural Management students see that digital media allows the Tate gallery to fulfil its mission, which is to promote knowledge about, understanding and enjoyment of art among the general public. 

The Tate Gallery in London consists of four galleries which exhibit modern, contemporary, national and international art in England. It offers a full immersion experience, thus redefining the way in which people move around an art gallery.