{"id":925,"date":"2023-02-23T11:59:00","date_gmt":"2023-02-23T11:59:00","guid":{"rendered":"https:\/\/www.spektrix.com\/blog\/future-focussed-arts-marketing-ideas\/"},"modified":"2026-07-25T17:37:55","modified_gmt":"2026-07-25T17:37:55","slug":"future-focused-arts-marketing-ideas","status":"publish","type":"post","link":"https:\/\/www.spektrix.com\/en-au\/blog\/future-focused-arts-marketing-ideas\/","title":{"rendered":"Loyalty, Frequency, Affinity: Future-focused arts marketing ideas"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">We build elaborate arts marketing plans focussed on just 20% of attendees. How can we engage the other 80%?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Andrew McIntyre, Director of arts onsultancy Morris Hargreaves McIntyre, tells us why it\u2019s important to drive reengagement, as well as reattendance, in our marketing campaigns \u2013 and how to inspire new ideas about audience segmentation.<br><\/p>\n\n\n\n<aside class=\"spektrix-blog-cta-banner spektrix-blog-cta-banner--green-light spektrix-blog-cta-banner--image-fit-cover wp-block-spektrix-blog-cta-banner\" aria-labelledby=\"spektrix-blog-cta-banner-heading-1\">\n\t<div class=\"spektrix-blog-cta-banner__card\">\n\t\t\t\t\t<div class=\"spektrix-blog-cta-banner__media\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1600\" height=\"1066\" src=\"https:\/\/www.spektrix.com\/wp-content\/uploads\/2026\/07\/sheffield-theatres-audiences-in-the-crucible.webp\" class=\"spektrix-blog-cta-banner__image\" alt=\"\" loading=\"lazy\" sizes=\"auto, (min-width: 782px) 342px, 100vw\" srcset=\"https:\/\/www.spektrix.com\/wp-content\/uploads\/2026\/07\/sheffield-theatres-audiences-in-the-crucible.webp 1600w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2026\/07\/sheffield-theatres-audiences-in-the-crucible-300x200.webp 300w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2026\/07\/sheffield-theatres-audiences-in-the-crucible-1024x682.webp 1024w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2026\/07\/sheffield-theatres-audiences-in-the-crucible-768x512.webp 768w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2026\/07\/sheffield-theatres-audiences-in-the-crucible-1536x1023.webp 1536w\" title=\"\">\t<div class=\"spektrix-image-credit\">\n\t\t<button\n\t\t\ttype=\"button\"\n\t\t\tclass=\"spektrix-image-credit__trigger\"\n\t\t\taria-expanded=\"false\"\n\t\t\taria-controls=\"spektrix-image-credit-2\"\n\t\t\taria-label=\"Image credit\"\n\t\t>\n\t\t\t<svg class=\"spektrix-image-credit__icon\" width=\"14\" height=\"14\" viewBox=\"0 0 24 24\" aria-hidden=\"true\" focusable=\"false\"><circle cx=\"12\" cy=\"12\" r=\"10\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\"\/><circle cx=\"12\" cy=\"8\" r=\"1.25\" fill=\"currentColor\"\/><path d=\"M12 11v6\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"2\" stroke-linecap=\"round\"\/><\/svg>\t\t<\/button>\n\t\t<div\n\t\t\tid=\"spektrix-image-credit-2\"\n\t\t\tclass=\"spektrix-image-credit__popover\"\n\t\t\trole=\"region\"\n\t\t\taria-label=\"Image credit\"\n\t\t\thidden\n\t\t>\n\t\t\t<p class=\"spektrix-image-credit__text\">Sheffield Theatres<\/p>\n\t\t<\/div>\n\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t\t\t<div class=\"spektrix-blog-cta-banner__content\">\n\t\t\t\t\t\t\t<div\n\t\t\t\t\tclass=\"text-body-lg-bold spektrix-blog-cta-banner__heading\"\n\t\t\t\t\tid=\"spektrix-blog-cta-banner-heading-1\"\n\t\t\t\t\tdata-acf-inline-contenteditable=\"1\" data-acf-inline-contenteditable-field-slug=\"heading\" data-acf-placeholder=\"Add heading\u2026\" data-acf-toolbar-title=\"Heading\" \t\t\t\t>Build audience loyalty through connected marketing, fundraising, and insights.<\/div>\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"spektrix-blog-cta-banner__link-wrap\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.spektrix.com\/en-gb\/goal\/engage-audiences\/\" class=\"spektrix-dot-link spektrix-dot-link--primary spektrix-dot-link--has-arrow spektrix-blog-cta-banner__link\" target=\"_self\"><span class=\"spektrix-dot-link__dot\" aria-hidden=\"true\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 16 16\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M5.5 3.25 10.25 8l-4.75 4.75\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"2.5\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/span><span class=\"spektrix-dot-link__label\">Engage audiences<\/span><\/a>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n<\/aside>\n\n\n\n<h2 class=\"wp-block-heading\">Who are we targeting? New ideas versus old templates<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not uncommon to put huge amounts of effort into arts marketing campaigns, only to see single-figure response rates. If we\u2019ve segmented and targeted our content, that means 95% of our hottest prospects remain ambivalent \u2013 and when it comes to ticket sales, ambivalence is the enemy of loyalty, frequency and affinity. How can we make everyone in our database more responsive?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The top 20% of live event attendees buy 80% of all tickets.<\/strong><\/li>\n\n\n\n<li><strong>The remaining 80% account for just 20% of sales.<\/strong><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/good-ticket-buyer-pyramid-morris-hargreaves-mcintyre-1024x576.webp\" alt=\"\" class=\"wp-image-943333\" style=\"width:500px\" title=\"\" srcset=\"https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/good-ticket-buyer-pyramid-morris-hargreaves-mcintyre-1024x576.webp 1024w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/good-ticket-buyer-pyramid-morris-hargreaves-mcintyre-300x169.webp 300w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/good-ticket-buyer-pyramid-morris-hargreaves-mcintyre-768x432.webp 768w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/good-ticket-buyer-pyramid-morris-hargreaves-mcintyre-1536x864.webp 1536w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/good-ticket-buyer-pyramid-morris-hargreaves-mcintyre-2048x1152.webp 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">This means that the traditional, inherited worldview is to focus marketing efforts on the top of the pyramid \u2013 further driving reattendance by already-regular patrons. In this model, the vast majority of audience members are little more than time wasters, clogging up databases, reducing ROI on mailings, and generally failing to respond.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this approach, even the single ticket buyer\u2019s failure to reattend can be seen as an enemy to successful campaigns, whereas regulars and subscribers are seen as valuable. Long-established templates for arts marketing are built around these &#8220;good&#8221; loyalists \u2013 brochures, fixed subscriptions and memberships all assume they want and understand the links and arcs we\u2019ve woven through our seasons. That\u2019s been the science and model of our arts marketing ideas for years \u2013 and we\u2019ve learned to do it brilliantly. No wonder so few people account for so many ticket sales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yet the impact of our own success is that there\u2019s limited capacity at the top of the pyramid \u2013 how can we squeeze even more sales out of these repeat attenders? Instead, it\u2019s time to focus on the other 80% \u2013 on the bottom of the pyramid, where our science is less developed and our marketing ideas more rooted in 30-year old rhetoric.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<blockquote class=\"spektrix-blog-attribution-quote wp-block-spektrix-blog-attribution-quote\">\n\t<img\n\t\tclass=\"spektrix-blog-attribution-quote__mark\"\n\t\tsrc=\"https:\/\/www.spektrix.com\/wp-content\/themes\/spektrix-2026\/assets\/images\/blog\/Green-Quote.svg\"\n\t\talt=\"\"\n\t\twidth=\"48\"\n\t\theight=\"42\"\n\t\taria-hidden=\"true\"\n\t\tdecoding=\"async\"\n\t\/>\n\t<div class=\"spektrix-blog-attribution-quote__content\">\n\t\t\t\t\t<div\n\t\t\t\tclass=\"text-quote-lg spektrix-blog-attribution-quote__quote\"\n\t\t\t\tdata-acf-inline-contenteditable=\"1\" data-acf-inline-contenteditable-field-slug=\"quote\" data-acf-placeholder=\"Add quote\u2026\" data-acf-toolbar-title=\"Quote\" \t\t\t>Every time the single-ticket buyer doesn\u2019t buy, he strikes us a cruel blow, both financially and morally. His empty seat mocks our artists and screams its reproach to our promotional effort for its failure to entice him.<\/div>\n\t\t\n\t\t\t\t\t<cite class=\"text-body-2-regular spektrix-blog-attribution-quote__attribution\">\n\t\t\t\t\t\t\t\t\t<p>Danny Newman, 1990<\/p>\t\t\t\t\t\t\t<\/cite>\n\t\t\t<\/div>\n<\/blockquote>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Breed affinity by offering something new<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s a story. Ten years or more ago, I bought a ballet ticket for my mother. She\u2019s a big fan of ballet; me, not so much. Ever since, I\u2019ve been receiving lovely letters, and more recently emails, from the same ballet company. They\u2019ve made a lot of effort \u2013 they write about the choreography, the personnel, the creative vision. It\u2019s a nice letter. But the template they use hasn\u2019t changed, and it always starts, &#8220;Dear Ballet Lover&#8221;. That\u2019s just not me.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Morris Hargreaves McIntyre we\u2019ve carried out research with people who\u2019ve just received emails from performing arts organisations, inviting them to return to another event. Often they receive these invitations because they have a track record of attending that type of event &#8211; let\u2019s say theatre, and specifically Shakespeare. And if they don\u2019t buy a ticket, their top reason for not doing so is, \u201cBut I\u2019ve just been to a Shakespeare \u2013 I\u2019d quite like some standup comedy or new writing.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Genre-based segmentation like this means that we keep trying to sell people the same things, when few of us enjoy just one genre or artform. The chart below shows why we\u2019re missing out when we keep encouraging audiences to do the same things, instead of <a href=\"https:\/\/www.spektrix.com\/en-gb\/blog\/from-thought-to-purchase-getting-the-customer-journey-right-in-the-arts\/\" data-type=\"post\" data-id=\"911\">encouraging wider engagement<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/likelihood-of-attendance-morris-hargreaves-mcintyre-1024x576.webp\" alt=\"\" class=\"wp-image-943334\" style=\"width:500px\" title=\"\" srcset=\"https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/likelihood-of-attendance-morris-hargreaves-mcintyre-1024x576.webp 1024w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/likelihood-of-attendance-morris-hargreaves-mcintyre-300x169.webp 300w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/likelihood-of-attendance-morris-hargreaves-mcintyre-768x432.webp 768w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/likelihood-of-attendance-morris-hargreaves-mcintyre-1536x864.webp 1536w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/likelihood-of-attendance-morris-hargreaves-mcintyre.webp 2000w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Even for the most popular artforms, like film and museums, the people who\u2019ve attended within the past 12 months represent only half or less than half of all potential attendees. For more niche artforms, like contemporary dance, ballet and Reggae, Calypso or Caribbean music, that dwindles to well below 25%. And generally, the other 75% aren\u2019t part of our arts marketing efforts \u2013 they\u2019ve been archived, cleaned off databases, or get only our most general content because they have no track record.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Map audiences to experiences to inspire reattendance<\/h2>\n\n\n\n<blockquote class=\"spektrix-blog-attribution-quote wp-block-spektrix-blog-attribution-quote\">\n\t<img\n\t\tclass=\"spektrix-blog-attribution-quote__mark\"\n\t\tsrc=\"https:\/\/www.spektrix.com\/wp-content\/themes\/spektrix-2026\/assets\/images\/blog\/Green-Quote.svg\"\n\t\talt=\"\"\n\t\twidth=\"48\"\n\t\theight=\"42\"\n\t\taria-hidden=\"true\"\n\t\tdecoding=\"async\"\n\t\/>\n\t<div class=\"spektrix-blog-attribution-quote__content\">\n\t\t\t\t\t<div\n\t\t\t\tclass=\"text-quote-lg spektrix-blog-attribution-quote__quote\"\n\t\t\t\tdata-acf-inline-contenteditable=\"1\" data-acf-inline-contenteditable-field-slug=\"quote\" data-acf-placeholder=\"Add quote\u2026\" data-acf-toolbar-title=\"Quote\" \t\t\t>Once we have people paying attention, once we have people feeling we\u2019re relevant to them, once we have people buying more tickets and coming to see us more often, and making us part of their cultural lives, that then becomes habitual but it also can breed affinity. And affinity breeds a sense of connection and community and ultimately, loyalty.<\/div>\n\t\t\n\t\t\t\t\t<cite class=\"text-body-2-regular spektrix-blog-attribution-quote__attribution\">\n\t\t\t\t\t\t\t\t\t<p>Andrew McIntyre, 2023<\/p>\t\t\t\t\t\t\t<\/cite>\n\t\t\t<\/div>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">So how do we get them paying attention? Often, we don\u2019t tell people enough about too many things. Think about a typical season brochure or flyer \u2013 lots of listings, lots of pictures, very limited information. What people want to know is the 1-2 things that might be of interest \u2013 not based on what they came to last month, but based on the personal motivating factors that inspire them to buy a ticket. And often those are the things we don\u2019t understand.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/experiences-we-sell-morris-hargreaves-mcintyre-1024x576.webp\" alt=\"\" class=\"wp-image-943335\" style=\"width:500px\" title=\"\" srcset=\"https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/experiences-we-sell-morris-hargreaves-mcintyre-1024x576.webp 1024w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/experiences-we-sell-morris-hargreaves-mcintyre-300x169.webp 300w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/experiences-we-sell-morris-hargreaves-mcintyre-768x432.webp 768w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/experiences-we-sell-morris-hargreaves-mcintyre-1536x864.webp 1536w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/02\/experiences-we-sell-morris-hargreaves-mcintyre-2048x1152.webp 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The image above shows some of the different experiences we\u2019re selling when we market in-person experiences. When we\u2019re coming up with arts marketing ideas to promote each event, we should think about what each of our shows or exhibitions delivers, and which of our audience members might want each one.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The first step to make that happen is to pick a segmentation system. It doesn\u2019t matter how simple a system you start with &#8211; it will always be better than not having one at all. At Morris Hargreaves McIntyre we use Culture Segments, which takes psychographic approach to segmentation \u2013 looking at the values and beliefs that drive people to choose specific experiences. Culture Segments integrates with Spektrix, allowing you to include this questionnaire in the registration or checkout flow \u2013 you can try it out and see which segment you belong to on\u00a0<a href=\"https:\/\/www.mhminsight.com\/culture-segments\/survey\/\" target=\"_blank\" rel=\"noreferrer noopener\">Morris Hargreaves McIntyre&#8217;s website<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once you\u2019ve segmented your audience, there are two possible approaches to mapping each segment to the most relevant information: Optimisation and Differentiation.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Optimisation<\/strong>\u00a0means telling single segments about multiple events. More targeted than a general season brochure, it means you might tell one group about events that speak to their love of heritage and learning, and another group about events that are interactive and experience-led. Occasionally there might be crossover \u2013 like a concert performed in a medieval library.<\/li>\n\n\n\n<li><strong>Differentiation<\/strong>\u00a0means presenting a single event to multiple segments in different ways. In the example above, one communication might focus on the history of the music and venue. The second might reference the experiential impact of site-specific performance.<\/li>\n<\/ul>\n\n\n\n<aside class=\"spektrix-blog-cta-banner spektrix-blog-cta-banner--navy-dark spektrix-blog-cta-banner--image-fit-cover wp-block-spektrix-blog-cta-banner\" aria-labelledby=\"spektrix-blog-cta-banner-heading-3\">\n\t<div class=\"spektrix-blog-cta-banner__card\">\n\t\t\t\t\t<div class=\"spektrix-blog-cta-banner__media\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"449\" src=\"https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/04\/loyal-patron-visitor-baker-richards.jpg\" class=\"spektrix-blog-cta-banner__image\" alt=\"\" loading=\"lazy\" sizes=\"auto, (min-width: 782px) 342px, 100vw\" srcset=\"https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/04\/loyal-patron-visitor-baker-richards.jpg 800w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/04\/loyal-patron-visitor-baker-richards-300x168.jpg 300w, https:\/\/www.spektrix.com\/wp-content\/uploads\/2023\/04\/loyal-patron-visitor-baker-richards-768x431.jpg 768w\" title=\"\">\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t\t\t<div class=\"spektrix-blog-cta-banner__content\">\n\t\t\t\t\t\t\t<div\n\t\t\t\t\tclass=\"text-body-lg-bold spektrix-blog-cta-banner__heading\"\n\t\t\t\t\tid=\"spektrix-blog-cta-banner-heading-3\"\n\t\t\t\t\tdata-acf-inline-contenteditable=\"1\" data-acf-inline-contenteditable-field-slug=\"heading\" data-acf-placeholder=\"Add heading\u2026\" data-acf-toolbar-title=\"Heading\" \t\t\t\t>Meeting Audience Needs: Drive loyalty with the right value proposition<\/div>\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"spektrix-blog-cta-banner__link-wrap\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.spektrix.com\/en-gb\/blog\/research-reasoning-reward-effective-audience-loyalty\/\" class=\"spektrix-dot-link spektrix-dot-link--accent-lime spektrix-dot-link--has-arrow spektrix-blog-cta-banner__link\" target=\"_self\"><span class=\"spektrix-dot-link__dot\" aria-hidden=\"true\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 16 16\" aria-hidden=\"true\" focusable=\"false\"><path d=\"M5.5 3.25 10.25 8l-4.75 4.75\" fill=\"none\" stroke=\"currentColor\" stroke-width=\"2.5\" stroke-linecap=\"round\" stroke-linejoin=\"round\"\/><\/svg><\/span><span class=\"spektrix-dot-link__label\">Read now<\/span><\/a>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n<\/aside>\n","protected":false},"excerpt":{"rendered":"<p>Arts marketing campaigns often focus on those who are most likely to reattend. New ideas based on audience  data from theatre, museums and performing arts.<\/p>\n","protected":false},"author":2,"featured_media":4427,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[45,120],"tags":[],"class_list":["post-925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-sector-insights"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.spektrix.com\/en-au\/wp-json\/wp\/v2\/posts\/925","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.spektrix.com\/en-au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.spektrix.com\/en-au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.spektrix.com\/en-au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.spektrix.com\/en-au\/wp-json\/wp\/v2\/comments?post=925"}],"version-history":[{"count":3,"href":"https:\/\/www.spektrix.com\/en-au\/wp-json\/wp\/v2\/posts\/925\/revisions"}],"predecessor-version":[{"id":943338,"href":"https:\/\/www.spektrix.com\/en-au\/wp-json\/wp\/v2\/posts\/925\/revisions\/943338"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.spektrix.com\/en-au\/wp-json\/wp\/v2\/media\/4427"}],"wp:attachment":[{"href":"https:\/\/www.spektrix.com\/en-au\/wp-json\/wp\/v2\/media?parent=925"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.spektrix.com\/en-au\/wp-json\/wp\/v2\/categories?post=925"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.spektrix.com\/en-au\/wp-json\/wp\/v2\/tags?post=925"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}