The Lowry – Balancing Culture & Commerce

The Lowry is one of North West England’s leading cultural venues, showcasing an eclectic mix of theatre, exhibitions and community-led work. From blockbuster productions to grassroots events, it plays a central role in Salford and Greater Manchester’s cultural life.

Altair manages all the Lowry’s digital activity, including its Google Grant strategy. Our approach is hyper-local, ensuring campaigns cut through in the community while also scaling up to drive awareness and ticket sales for major productions. By tailoring strategy and delivery to both small-scale events and large performances, we help the Lowry balance its commercial objectives with its mission to make culture accessible and relevant to local audiences.