When we met Wild in Art, the team behind the highly successful 2013 Norwich GoGo Gorillas trail they were keen to understand and demonstrate the benefits of Community Art Projects.
Both Wild in Art and their charity partner, Break commissioned Zing to conduct research.
Working with trail sponsors, we positioned our iPad research pods in high footfall areas around the trail including; Chapelfield Shopping centre, Castle Mall, Marks & Spencer’s, John Lewis, The Forum and Norwich Train Station.
Overall we collected the views of almost 2,500 trail visitors. We found that people spent longer in Norwich because of the GoGo Gorillas trail and subsequently, spent more money. Residents were more likely to recommend the City to friends/relatives and tourists were more likely to return having experienced the trail. Over half of all trail visitors had visited a part of the City they wouldn’t usually visit and over two-fifths said the trail had given them a greater sense of community.
Charlie Langhorne, Director of Wild in Art said “We are passionate about bringing creativity into an everyday context and the real benefits it offers to all. Wild in Art events are designed to engage the creative and business sectors together with schools and local communities to create wonderful memorable experiences. The survey results provided ample proof that when all the sectors in a community – like Norwich – come together, the impact is truly significant.”
Martin Green, Break’s Project Manager for GoGoGorillas! said “We are really grateful to Zing Insights for delivering research which shows the massive impact the Gorillas had on Norwich, bringing increased footfall to businesses and attracting locals and visitors alike to do the trail. We’re looking forward to working with them on GoGo Dragons 2015!”