Win-win

• Participants in the lottery support the arts & culture, and in addition of a probability to win big money prize also art prizes of your choice.
• supplied by the sponsored prizes or financed by the beneficiary institutions created together with the participants in the lottery a great 'win win' situation.
• Artists do their jobs
• People who could not otherwise afford, can come into contact with art.
• The concept of many additional sponsored prices The National Art Lottery is the highest paying charity lottery in the Netherlands.

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  Market

  The target group includes the Netherlands from young to old.

  Dutch culture lovers are

  In comparison with other European countries Dutch have a strong interest in heritage and arts. About forty percent of the population attend one or more times a year an art institution (museum, gallery, theater, dance and classical music). The heritage institutions are visited more than elsewhere and are on the rise. The visit of the museums has increased from 35 to 41% between 1995 and 2007, 40% of 17m = 6,800,000 people

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  Arts

  The biggest changes occurred in the range of cabaret and popular & nbsp; music (pop, jazz and musical). Since 1995, visiting both the performing arts increased by over 30%. Between 1995 and 2007, a growing proportion of the population visited at least once a year a musical, pop or jazz concert from 25% to 34%. During the same period, the visiting cabaret increased from 11% to 15%. Performances of classical music have since the mid-nineties, on the other hand had a smaller range. The visit to classical music fell between 1995 and 2007 from 17% to 14%. Declining trent has not put between 2003 and 2007. The range of (professional) theater and ballet hardly changed over the years. Theatre visits remained steady at just over a quarter of the population, while a steady 14% of the population to professional theater kept going. Because the visit increases of popular culture and traditional culture remains the same, turn the balance in the public more in the direction of popular culture. The art is not public shrinkage observed.

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  Consumer Culture is highly trained

  Under this culture consumers are better educated overrepresented. This applies to heritage institutions for classical art as well as art and popular culture.

  Percentage of people visiting cultural institutions, to training class

  For highly educated is 82% Middle level 75% Lower 41% From: Factsheet cultural participation: for everyone? / E-Quality. - The Hague, 2007

  Briefing

  The variety and depth of the Dutch art sector is enormous. Everyone in the Netherlands is affected by art in his life. The producer of Idols has probably studied at film school, Carice van Houten drama Maastricht, the composer Andre Hazes has the conservatory "done", and landscaped Philips TV may well have been designed by an industrial designer at the Rietveld Academy. And so we can go on and on. There is no one who has nothing to do with art (even though you may think so). The National Lottery Art focuses on parents and grandparents positive in life. Who understand that for children is very important early in contact with beauty. The first ballet performances in the local theater is indeed also art & amp; culture. But appreciation of beautiful and moving things your kids may not really remember. It forms them, she makes beautiful little people. There you have as a parent to help. This feeling may indeed apply to positive and responsible childless. Buying a National Kunstlot gives a feeling of solidarity with the slightly higher life goals, specific to art. He feels that imagination and emotion which can trigger arts are important in his life. It is part and gives him a sense of freedom, away from the daily grind. Without it, life would still be less beautiful. For the outside world, you show that you support beauty and optimism. In fact you feel responsible. Therefore, I buy a lottery ticket. The National Arts Lottery promises to prevent impoverishment by ensuring that everyday still a bit nice. Salt on the food as it were. We do this by optimistic, accessible, and conditions to be creative and standard bearer for the arts sector. Of course, there are simply rational advantages to buying a lottery ticket; winning fine art prizes, getting discounts on art activities and not in the least supporting optimism and talent. We can fill these conditions because we have a decision by the Gaming Authority (f the Ministry of Security and Justice), a comprehensive and sophisticated pricing guide, a fate more cash rebate yields than the price of the lot and the annual DNKL Awards promotion talent.

  Sales

  Marketing and Sales analysis

  Internet, social media, banners, TV and radio commercial The Internet is the primary sales channel. It will also be promoted through the so-called social media using banners sales in especially the younger audience. The students of the high schools will be actively recruiting concerned which acquire scholarships and master classes made available by their beneficiary institution.

  The sector itself

  450 Relevant Venues and Theatres 745 larger and smaller museums 1,200 large and small galleries, sculpture gardens etc. 120 kunstuitleen- institutions / companies 16,000 entries Chamber of Commerce as an artist 20 Greater Art Schools and Colleges for art After more publicity will create a full acceptance by the industry. On each sales desk of theaters, music venues, museums, etc. will show a display for the lottery. Part of it will act as a sales outlet.

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  Points of Sale

  In the long term alone in the above sector 2,000 active sales or promotional items arise.