Cutting through the noise: gaining attention, growing audiences and generating revenue online

Digital identities are increasingly important to museums and heritage organisations - but what does it take to truly stand out online, and turn that presence into income? This event brings together sector insights and practical experience to explore how cultural institutions can carve out a distinctive, impactful, and financially sustainable digital strategy.

We’re delighted to welcome two speakers for this event.

• John Shevlin is Head of Content, Campaigns & Communications at the Royal Academy of Arts. He will share how the Academy has developed its distinctive online voice, and the impact this has had on audience engagement and income generation through digital channels and participatory initiatives such as Sketch Club.

• Nik Wyness is Head of Marketing and Engagement at The Tank Museum in Dorset. He will share the museum's digital transformation strategy that has led to 27% of turnover now being generated online - with a focus on getting famous on YouTube!

The session will open with an overview of how museums and heritage sites are currently making an impact online, highlighting emerging trends, opportunities, and approaches to digital revenue generation across the sector.

This event will offer valuable perspectives for professionals looking to strengthen their digital presence, diversify income streams, and connect more meaningfully with audiences.

Our speakers:

John Shevlin is Head of Content, Campaigns and Communications at the Royal Academy of Arts.

He is a digital content strategist and cultural producer specialises in developing innovative content that broadens public access to art, with a focus on digital storytelling, audience engagement, and new revenue-generating formats. He has previously worked across leading UK arts institutions, including the National Gallery, Historic Royal Palaces, and the Royal Institute of British Architects.

Nik Wyness is Head of Marketing and Engagement at The Tank Museum. 

He is a strategic marketing and audience development leader who specialises in digital transformation, online community growth, and revenue-generating content strategies that broaden public engagement with heritage and culture. He has led the Tank Museum’s growth as a global digital brand through innovative storytelling, social media and video platforms, helping turn online reach into significant earned income.

The event will be hosted by South West Fed trustee Tim Powell.