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This article explores the strategies developed by Tate to attract more families and young people to the galleries. There are four Tate galleries in the UK—Tate Britain, Tate Modern, Tate Liverpool, and Tate St Ives—and this commentary looks at a number of specific campaigns at different sites and cross-site initiatives during the last three years. The issues and challenges presented by communicating to, and attracting very different audiences, are the focus of this writing, as well as the benefits of employing less conventional methods of marketing. [ABSTRACT FROM AUTHOR]