That's artertainment! Art galleries, events and city life

This key note address uses branding, as one way for galleries to tell their stories about 'artertainment' to enrich the wider story of the city to their various audiences.  Despite the centrality of telling stories in galleries as a means of positioning city cultural life, rarely has branding 'artetainment' been explored in the marketing literature.  What do case studies reveal about the marketing techniques used by art galleries as far as representing culture in the city? Using historical research methods, annual reports and interviews, the paper views art galleries from the inside out as a means of branding city cultural life through 'artertainment'.  The originality of this article is in its depiction of case studies of art galleries from the inside out as brands for city cultural life.