MPR Board Meeting (Board members only)

Date: 03.07.16

Time: 17:30-18:30

Location: Suite 9 (South Wing - Level +2M)

Title of Meeting: ICOM MPR Board Meeting – 03.07.16

Telling Stories that Connect

Date: 04.07.16

Time: 14:00-18:00

Location: Brown 2 (South Wing – Level +2)

Title of the meeting: Telling Stories that Connect

Meeting objectives: How do we use stories in our marketing efforts to build connections? How do we tell stories that make an

impact? How do we bring our collections to life before, during and after a museum visit?

Session type: MPR Session 1

Time Duration Speakers Topic Description

14:00 – 14:30 30

minutes

Marjo-Riitta

Saloniemi, ICOM

MPR Board

Members

Welcome to MPR

Programme

ICOM MPR President Marjo-Riitta Saloniemi will welcome us all to the

MPR Programme and MPR Board members will kick off the discussion

with an overview of the theme and subthemes.

14:30 – 15:30 1 Hour Clare Hughes Keynote 1 – Telling

Stories that Connect

Description to come

15:30 – 16:00 30

minutes

All Break

16:00 – 16:15 15

minutes

Nina Zdravič Polič

Linking the Past and

the Present to Create

a Heritage Narrative

and Attract New

Audiences

A case study: Fashion in Motion, Italian Style 1951 – 1990 & Glimpses of Slovenian Fashion (an exhibition project by the Slovene Ethnographic Museum, 2015) Today, in the technologically interconnected and world wide network-society, museums as heritage institutions are faced with challenges of the contemporary time and act as links between the past and the present by following the present and anticipating the future. This leads them to view cultural heritage, in a different, dynamic way and creates new possibilities for connecting testimonies into meaningful narratives through interdisciplinary approaches (for example: through contemporary art) to the role of the past in our present; connections enhancing identity awareness of the self and the others; diversity of cultural landscapes, continuity of remembering… This paper focuses on a concrete museum exhibition project, Fashion in Motion, by highlightening the significance of how an interdisciplinary interpretation of the culture of dress, of fashion and design from a dual perspective can become a catalyst and contribute to connecting and telling stories, to developing cooperation and relationships at different levels in order to foster interactive involvement and experience. The exhibition connected two different social realities, and cultural histories and landscapes in Italy and in Slovenia, two stories from the second half of 20th century, the past and the present, into a contemporary exhibition narrative. Interweaving history with fashion and society, fashion with art, architecture, film and photography created encounters with the past and reflections on modernity. This paper will also briefly present some examples from numerous parallel

exhibition events (co-creating new contemporary stories and links to the culture of dress), as well diverse outreach approaches to audience and partnership development.

16:15 – 16:30 15

minutes

Elles Kamphuis Two Major

Masterpieces

Introduction Together with the Louvre, the Rijksmuseum acquired two exceptional masterpieces of Rembrandt: the wedding portrait of Maerten Soolmans and Oopjen Coppit, two wealthy Amsterdam citizens portrayed by Rembrandt van Rijn in 1634. With a sale price of €160 million concerns the most expensive purchase ever done by public institutions. For the Rijksmuseum they belong to the absolute top of the collection and they will get a prominent place next to the Nightwatch. Goal The works have been in private collections for almost 400 years and has rarely been shown to the public which makes the works to the general public unknown. The works, however, deserve an iconic status and shows great promises for reaching a wide audience. The Rijksmuseum aims to achieve this by means of storytelling. Conclusion The Rijksmuseum is the national museum of art and history. Sense of beauty and sense of time is the Rijksmuseum’s adage which means that we connect (historical) stories with works of art. As far as these masterpieces of Rembrandt, we have done extensive research to the history of the work and sorted out who Maerten and Oopjen are, where they lived, how they lived, how they met and how they have met Rembrandt. These stories we bring in on the spotlight as in media, in print, via social media, on tv and in a special publication for children. In the museum itself, a trail will lead the audience through the 17th century collection to the portraits, which will give them an awareness of the time (the Dutch Golden Age). Outside the museum, we offer tours in Amsterdam along spots where Maerten and Oopjen and Rembrandt have been, lived and worked. The Rijksmuseum will bring Maerten and Oopjen alive by storytelling.

16:30 – 16:45 15 Minna Karhunsaari Birthplace of the The new Lenin Museum will open on June 17th 2016. Instead of Lenin cult

minutes Soviet Union? The

new story for the

Lenin Museum

the renewed museum provides a vivid, comprehensive and critical view of

the history Russia and Finland share. It takes vistors on a fascinating

journey through some of the most remarkable events in our history: The

Russian Revolution, The founding of the Soviet Union, Finland’s

independence, Stalin’s Gulag camps, The Second World War and finally

the collapse of the Soviet Union.

In the new story the museum hall is introduced as the birthplace of the

Soviet Union. This claim is based on the fact that it is where Russian

revolutionares Lenin and Stalin met for the first time in 1905.

In our marketing we try to highlight the global impacts: the two men

decided to arrange a revolution in Russia, found the Soviet Union and to

let Finland become independent.

In the presentation I ’m going to tell what marketing actions we have done

to change the old story for the new one, how the launching has succeeded

and how the new point of view has reached the public.

16:45 – 17:00 15

minutes

Marija Kamber, Theofanis Karafotias, Theodora Tsitoura

Dark Tourism in

Sarajevo and the role

of the Historical

Museum of Bosnia

and Herzegovina

Introduction:

Although Sarajevo counts several wars in its long history, its darkest

chapter was written during the latest 1992-95 War. Almost 2 decades

later, it is observed that Sarajevo experiences a remarkable increase in

incoming visitors and according to tourism professionals most of them

show interest in the dark past of the city and the Siege of Sarajevo.

Aims:

The preservation and dissemination of the dark past of Sarajevo proved to

be a hard task, as it constitutes a conflicting issue for the local community.

Government avoids forming a national narrative concerning this heavily

politicized topic and as a consequence the management of the dark past is

left in the commercialization intentions of tourism agents. However, the

Historical Museum of Bosnia and Herzegovina with its exhibition

“Besieged Sarajevo” promotes a narrative where the strength of survival is

celebrated over attributed responsibilities of war-crimes and seems the

appropriate stakeholder to promote and preserve Sarajevo’s dark

heritage. This paper aims to propose ways for the Museum to combine

the in-gallery visit with points of interest throughout the city for both a

better visitor experience and the preservation of the collective memory.

Teaming up with various stakeholders, such as independent tour guides

and agencies, could result better narratives for visitors, while a stronger

online presence could expand the museum’s audiences.

Conclusion:

By applying targeted marketing strategies, the museum will manage to

overcome the governmental under-funding, attract wider audiences, and

position itself as the basic stakeholder in the preservation and promotion

of Sarajevo’s dark heritage and collective memory.

17:00 – 17:15 15

minutes

Guo Xiaoling Tell a Good Story of

Beijing – Promoting

Beijing Culture in

Museum

Mission and Function of Capital Museum: A Comprehensive City Museum;

The Collection Center of Cultural Relics from Beijing; The Study, Display

and Promotion Center of Beijing History and Culture; A Window of

International Cultural Communication in Beijing.Characters of Beijing

Culture: Elite, Innovativeness, Diversification, Continuity and

Progressiveness

How to Tell a Good Story of Beijing:

(1)Plan exhibitions with appropriate themes;

Display the innovativeness of Beijing culture with Beijing Opera

Exhibition;

Reflect the diversification and progressiveness of Beijing culture

by exhibition and research projects on Beijing-Tianjin-Hebei

history and culture;

Reflect the elite of Beijing culture by the select exhibitions of

calligraphy, painting, jade ware and ceramics;

Reflect the progressiveness of Beijing culture by the exhibition

of City Construction History in Beijing.

(2)Explore new ways to promote Beijing culture: display cultural relicts on

the internet, hold touring exhibitions in community, develop museum

educational programs for schools and make new cultural creative

products.

(3)Lay a good foundation for spreading Beijing culture, especially plan the

research work of Capital Museum well.

17:15 – 17:30 15

minutes

Yan Hongbin Good stories are the

glue between

museums and

audience – to use

good stories to

connect with

audiences

Abstract:

Indispensable to a good museum, good stories can help convey a culture

and a history, and attract more visitors to a museum. A good impression

and experience for the audience can get them revisit the museum or

follow the museum in other ways. By arousing the curiosity before the

visit, surprising the audience during the visit, and provoking thoughts after

the visit, good stories play an important part in connecting and interacting

with visitors.

The Palace Museum is the largest royal building complex in the world with

a history of over 500 years. With a collection of more than 1.8 million

artworks, and housing 24 emperors of the Ming and Qing dynasties, the

museum has left us numerous household stories.

So we try to use these stories to build connections with the audience. One

example is that in 2005, we invited a famous Chinese actor, Wang Gang

who gained fame in a Chinese TV series by playing the most corrupt

official during the reign of the Qianlong Emperor in the Qing dynasty, to

record a voice guide of several works of art from the Qianlong Emperor.

His voice is so recognizable that the stories seem to make more sense with

the visitors visualizing his look and looking at the pieces of art.

What we learn from this example is that we should dig into these stories

and present them to the audience in an interesting and acceptable way so

as to build the best possible connections with the audience.

17:30 – 17:45 15

minutes

Simona Juračková, Ph.D.

One website for

everyone?

A tourist, a heritage site owner, an university professor. A bride, a

filmmaker, an architect. A disabled, a family with an infant. Employee. Can

you imagine a product which could fits them all? Serve them? And meet

their specific needs? (And I am not talking about the black Ford car.)

We worked on it for two years and this march we launched it: a brand

new website of the National Heritage Institute. Instead of 110 and 1

previous webpages we operate one strong and potent tool for both

institutional and programme communication.

So let me start once more: 150 webeditors, 110+1 webpages, 9 basic

target groups, 3 language tones, evolutional predictions for two years. Do

you want to hear the whole story?

17:45 – 18:00 15

minutes

All Questions and

Answers

Deepening Connections:

Date: 05.07.16

Schedule: 11:00-13:00

Location: Red 2 (North Wing – Level +1)

Title of the meeting: Deepening Connections

Meeting objectives: How can we leverage initial connections with our museums to build retention and loyalty? Once someone

connects with our museum, how do we build affinity and draw them in deeper to connect them with our

collections and mission?

Session type: MPR Session 2

Time Duration Speakers Topic Description

11:00-11:15 15

minutes

Marieke de Klein #startdrawing INTRODUCTION

October 24th 2015 was the launch date of a new Rijksmuseum platform:

#startdrawing.

Basis was an essential insight that lots of people visit the museum in a,

fast food like manner using their smartphones / camera’s as their eyes.

We asked ourselves what would happen if we would ban or at least

discourage photography and to stimulate drawing in the museum.

Drawing a painting or object on display stimulates people to look better

and to discover features they didn’t see before. This leads not only to a

discovery of their own creativity but also to a more joyfull experience in

looking at art

AIMS

The Rijksmuseum is the museum of the Netherlands and wants to connect

people, art and history. Everything we do is based on 5 core values:

Authenticity, Quality, Personal, Innovative and Simplicity. Since its

reopening , the museum has again a preferred position in the hearts and

minds of the Dutch. The ambition of the Rijksmuseum is to become a

source creativity. With #startdrawing the Rijksmuseum shows that the Old

Masters are still relevant as a source of inspiration today.

CONCLUSION

The impact was and is enormous. Visitors rated the launch weekend with

a 8.6.

The Rijksmuseum attracts lots of (new) visitors who are eager to start

drawing; on their own or by joining the drawing activities all around the

museum. This creates a cheerful, open mood in the museum. People talk

to each other and discussed their drawings. The museum is on its way to

be seen as the inspirational place we want it to be. The media coverage

was overwhelming (an estimated € 2.9 million worth). We had an amazing

international spinoff in among others: the Huffington Post, El Pais,

Independent, Oh my News Korea, Lonely Planet News, Arte, Canadian

Broadcasting Association, Monocle, etc. Untill December 14th 2015 we

have reached 83.647.148 people world wide.

We learned that people like the idea of drawing in the museum. But we

also learned that we must continue to stimulate help people to start

drawing. And that’s what we will do in 2016.

11:15-11:30 15

minutes

Prof. Dr. Bernd

Günter

“Virtual museums:

know time” – A

concept for a virtual

museum, its

1 Virtual museum or digital elements in museums

A virtual museum is the final step of digitalisation. Most current internet-

based approaches of museums are intermediate steps into a more and

stakeholders and its

marketing

more digitalised world: a 10-step process model in a digital environment.

2 The characteristics, stakeholders, and implications of a virtual museum.

A short outline of elements of a virtual museum system: actors,

community, content, media and social media, technology, co-operation,

principles.

3 Is the virtual museum compatible with ICOM standards?

The virtual museum is compatible with the ICOM standards – still to be

updated - but a challenge especially concerning the young ones and the

next generations.

4 The case of „know time – the virtual museum of time“

„know time“ is a German network of experts, academics, artists etc.

developing the concept of a virtual museum for the abstract subject

„time“ – for which not even an analogous museum exists.

5 Connecting stakeholders as a function of virtual museums

Problems of approach and realisation: suitable concepts, subjects,

stakeholders and target groups, interactivity (social inclusion, free

accessibility), and marketing a virtual museum.

Aim of the presentation is to stimulate the discussion about the emerging

role of virtual museums and exhibitions and possibly find museum experts

to join the ICOM discussion and the attempts towards virtual museums.

11:30-11:45 15

minutes

Björn Stenvers Working together

gives better returns

in marketing and

branding by looking

different: The Story

of the Amsterdam

Museums

Session description

The museum as a business is worldwide a small family. Competition is not

a drive, professionalism is. Museums do not do something with education:

they are education. No border, no wall, not one institute but working

together is DNA. On content museums already do collaborate, on their

marketing & business not jet.

Taking into account how complex a diversity of cultures and systems could

be if museums try to work together, the profit in due time is there, if

museums do so. That also counts for governments, local and state,

cultural institutes, commercial companies and the customer who wants to

involved.

From global trends to European showcases on museum collaborations

it will be pointed out how fruitful it could be to cooperate in a strategic

way for better returns. The study case of all 44 Amsterdam Museums will

be looked into deeper: dashboards & catering, energy & income, Lions &

Ministry, city marketing & card games, educational overkill, Collections &

2025, how mice & bisons save museums, Fun & Iphones, KLM & Disney.

To end and conclude with the fact that museums still rock the planet.

Learning

In this session colleagues will have on all levels and departments of a

museum business insights how to get better returns by working together.

From curators to security staff and from directors to educators.

Of course all through the eyes of the marketeer.

11:45-12:00 15

minutes

Meghan Curran Staying connected

between visits –

Telling great stories

to deepen affinity

and build loyalty

Introduction:

At Shedd Aquarium, nearly 2 million guests visited in 2015. Based on our

average repeat cycle, those guests won’t come back for another 24-26

months. With a mission to connect our guests to the living world and to

inspire them to make a difference, that is a long time between visits. And

with a living collection, ongoing conservation research efforts and an

active rescue rehab program, there’s a lot that happens in that time

window. Learn how Shedd is embracing technology to help deepen

affinity and build loyalty with our guests between visits, and why we think

it’s so important to our future success.

Aims:

In this paper, I will share how Shedd Aquarium approaches deepening

affinity with guests before, during and after their visit. This starts with

getting their contact information and continues with a comprehensive

communications plan that regularly provides updates and tells great

stories about the aquarium’s animals and conservation efforts. I will also

share examples of successful strategies and the results of some of these

efforts.

Conclusion:

As museums look to make a social impact, and to make meaningful

contributions to the cultural landscape, limiting the way we connect with

our guests solely to visits to the museum limits our potential. It is critical

to develop an ongoing relationship with each guests that allows us to

carry out our organizations’ missions through a deepened connection and

greater loyalty.

12:00-12:15 15

minutes

Yasuhiro Sekiya How can a local

cultural institution be

united? A case study

on the Ueno Passport

as a tool for local

cultural connection

Introduction

Ueno Park is one of Japanese iconic parks located in central Tokyo. It

opened on a historical temple ground after a civil war in 1873, and later

various cultural institutions gradually emerged. Currently there are three

national museums, a theater, a zoo and more than 10 other cultural

institutions within the park. The names of each institutions, however, are

not widely known, and the connections between the institutions have

traditionally been little. In preparation for 2020 Olympics and Paralympics

in Japan, there has been an emphasis on creating close cooperative

relationships between the institutions, and the Committee for Ueno

Cultural Park was established in 2014. A bound admission ticket “Ueno

Welcome Passport” was issued by the Committee with 11 cultural

institutions’ collaboration in 2015.

Aims

This presentation aims to demonstrate development of a local cultural

brand with Ueno Welcome Passport, a bound ticket booklet with

interactive contents, as a practical example. The Passport introduces Ueno

area with free entry to 8 museums and a stamp rally at 11 institutions.

Visitors completing the rally receive a panorama toy box with traditional

Ukiyo-e depicting Ueno 200 years ago as a prize. Through the creation

process of this Passport, all institutions were increasingly connected and

approximately 4,000 tickets were successfully sold within the first month,

attracting new visitors to Ueno.

Conclusion

In conclusion, the passport can be utilized not only for attracting new

audiences, but also for connecting each cultural institution in Ueno-park.

This is beneficial for establishing a close-knit network in the future.

12:15-12:30 15

minutes

Damon Monzavi Radio Museum, a

wing toward cultural

connections

Marketing is trying to bring up the museum as one of the most important

options in education, culture and art. Marketers should be able to

permanently retain audience meanwhile keeping the relationship with

them. If they want to encourage people to visit the museum should

communicate with them inside and outside museum. To achieve this

objective, marketing and spreading the information, the easiest and most

effective way is virtual network.

Museums are trying to use stories for making connections, the stories

that are inside the museums and many people do not know about them.

But what is the way, for telling the stories that remain not only inside

museums but also can travel outside the museum. The stories can give life

to object and let the audience fill the cultural landscape related to the

objects also. But the important matter is that is it possible the impact act

and remain before, during and after museum visit? Is it possible to have

the same impact for non-visitors outside the museum?

In this article a new way for making connection with audience which

recently develop by Iranian museum professionals will introduce. Radio

museum wants to connects with people who once visit the museums and

even non visitors to build affinity and draw them in deeper to connect

them with collections and mission of the museums which will build

retention and loyalty.

One of the unique characteristics of radio is the high speed of production

and broadcasting which with limited facilities the best performance in the

shortest time van be produced. Therefore, radio message transfer is much

faster and more deliberate, less costly and more effective. Speakers,

music and sounds have more and deeper impact on the audience. Maybe

objects information is not attractive, maybe some people cannot

read them because of many reasons (crowd e.g) and when they read

it, they imagine and interpret the scene or cultural land scape. Radio

with pitch of sounds, effects, music and other facilities absorb the

attention of the listener senses and leads him or her to many new realms

and imagination even cultural land scape which the object is related to it.

Radio is capable to travel all around the world, even the most remote

areas to spread its influence and also with the benefit of virtual network

and mobile applications can have long-term durability in mobile devices

and computers. Due to the massive expansion of radio and influence in

people's minds.

We can conclude that this phenomenon can influence on imagination,

mood and People thought and show them different roads. If imagination

guided toward concepts of museum the result could be the creativity

which flourish hidden talents.Radio messages could be laying the

groundwork for many interpretations. Radio can influence the depth of

penetration. As much audience who receive the radio message, there are

interoperation and imagination for each message.

12:30-12:45 15

minutes

Gaby Laudy The role of events at

the Rijksmuseum the

Netherlands

Introduction

On April 13th, 2013 the Rijksmuseum in Amsterdam, the National

Museum of the Netherlands, re-opened the doors of its Main Building

after 10 years of renovation and reconstruction. . Since the reopening the

number of visitors increased as well as the number of events , per year.

In 2015 we organized 582 events. The main mission of the Rijksmuseum

is to connect people , art & history. To meet this missions goal, different

events have been organized which all focused on the need of the

audience/visitors.

Golden rule – C2C

As a museum it is our role to put everything in the service of our

collection. It is the starting point of everything we do, share and talk

about. To connect with our collection for a broad and diverse audience

groups it means that we have to be creative in the way we make this

connection. But there is one golden rule; a visit to the museum is

obligatory. The way we do this can be different per event i.e.

Guided tour – customized to the occasion of the event

Free tour – ask-me guides on the floor

Lecture/activity in the auditorium

Lecture next to the art-object

By applying this golden rule we enforce the mission of the Rijksmuseum is

secured and make sure the programm of the event can only be executed

in the museum. In this way we prevent the museum to become just event

location.

Target groups and their specific needs

Family’s - Fun & Education for the whole family

Family day Patrons 2015, Prachtnacht event for family’s with disabled

children

Professionals – deeping professional skills’, Sharing our knowledges,

stimulating (international) network community’s

organize a symposium related to every temporary excibition; Night of

Historiy event, Hands On Congress 2015, Press Presentations

Potentials - Make the collection accessible without any knowledge, create

and tease the interest in art & History

Big Draw, masterclass making a corsage linked to Cattwalk exicibition

Corporate Sponsors –Marketing events for top-level relations

Exclusive diner in the Gallery of Honour for the board of directors of

corporate sponsor,

Besides the C2C connection to the collection the corporate values of the

Rijksmuseum should be applicable on events, which means

Authenticity

Quality

Personal

Innovative

Simplicity

Conclusion

In our current society in which commercial goals are very tempting and

seducing it is very important to guard the main goal of the museum in

every possible way by applying Connection to Collection in every event.

12:45-13:00 15

minutes

All Questions and

Answers

We will close our discussion of this subtheme with a question and answer

session.

Making Cultural Connections:

Date: 05.07.16

Schedule: 15:00-18:00

Location: Red 2 (North Wing – Level +1)

Title of the meeting: Making Cultural Connections

Meeting objectives: How can we promote programmes and exhibitions to make lasting cultural connections, locally and globally?

Session type: MPR Session 3

Time Duration Speakers Topic Description

15:00 – 16:00 1 hour Zefeng You Making Cultural

Connections

Description to come

16:00-16:30 30

minutes

All Break

16:30-16:45 15

minutes

Romina Mancuso From elderly to bebè: enlarge museum

audience, enlarge

community

Abstract:

Museums and community are more and more cooperating for a common

work to build and create an harmonious cultural landscape where

economic and social benefits for its people and visitors are assure.

Museum and cultural heritage are becoming central to the life of their

city, attracting inward investment, creating jobs, enhancing the quality of

life, and offering profound, inspirational lessons of lifestyle.

To better serve their community museum are setting special programme

that meet special audience needs. This presentation will explore how a

museum, a park and local community in the Valle dei Templi – on the

Unesco Heritage list since 1997- have experimented to develop

archaeological based program tailored on the needs of two specific target:

young mother with their 3 to 18-month old baby and elderly.

Through discussion and hands on exploration attendees will gain a

stronger understanding of appropriate tools and program. Learn how

collections, people and hand-on visit were integrated to create a

welcoming, comfortable and familiar environment.

This presentation will be an inspiring point for who is searching ideas and

hands-on workshop to deepening the connection with this two specific

typology of audience. Practical information on how to run similar

programme will be shared with the participants.

16:45-17:00 15

minutes

Carol Scott Marketing the

Museum as a

landscape of cultural

memory

‘Memory’ is that faculty by which the mind stores and retains, retrieves,

recalls and revives information. Each individual has a store of personal

memories that contribute to a sense of individual identity. In addition,

individuals share other collective memories, values and experiences that

are a part of a shared social context.

This presentation argues that museums have an important role in

constructing our collective memories, selecting from the past those

objects, stories and events that describe our sense of self and creating

pathways between the past and the present. Museums present

landscapes of cultural memory that help to define who we are as peoples.

Creating these landscapes is a selective process which carries with it a

high level of responsibility. In choosing one story over another, one

narrative instead of its alternative, we are engaging in political choices

with potentially important consequences. Marketers need to be aware of

this sub-text as they reach out to audiences so that engagement is

maximised and pitfalls avoided.

17:00-17:15 15

minutes

Dr. Adla Ragab and

Dr. Nora Ebeid

Museums as

marketing

instruments for

cultural quarters

This paper aims to discuss how a museum within an area may be a

stimulus to act as a nucleus for the marketing of the cultural quarter,

surrounding the museum. The paper proceeds to explore how the

museum, in making such marketing initiative, would end up, increasing its

own flow of visitors and deepening the visitors’ connections to the

museum. The research presents a theoretical framework for the

establishment of a cultural district, tapping on issues such as: definition

and historical background of a cultural quarter; the possible models for

management and partnerships; promotion as an economic tool to develop

the area and marketing its museums and modes of funding. The paper,

then, addresses a variety of worldwide case studies of realized cultural

quarters which have museums located within them and presents the

mutual impact that each has on the other. Finally, the study discusses how

to apply this notion on the cultural quarter surrounding the Sharm

ElSheikh Museum, and its potential impact on their future visitors as well

as on the local economy. The paper then concludes with its

recommendations and its foreseen challenges and opportunities for the

application of the concept of a cultural district.

17:15-17:30 15

minutes

Natalia Trofimenko Open-Air Novel:

Developing

connections –

National M.A. Sholokhov Museum-Reserve was set up on the purpose of

preserving the memory of the Russian writer, Mikhail Sholokhov (1905 –

1984), the Laureate of the Nobel Prize in literature for the novel «And

Cultural connections Quiet Flows the Don» (1965).

Nowadays the Museum is known as a unique memorial to the Russian

culture, Cossack history and Don nature, since you can not only get to

know the life and creative work of the great writer but also plunge into

the Sholokhov’s characters world, see the villages described in the book,

go along the same streets as Sholokhov’s personages used to go, listen to

the songs Cossacks used to sing, examine original articles of those times.

Aims

According to the new communication strategy “The Open Air Novel” the

tourist routes are designed to give visitors an opportunity to see

ethnographic and nature expositions alive, look through the unique “Open

Air Novel”, and become its reader and co-author.

Developing connection with our visitors is a complex process consisting of:

- Tours to the Memorial expositions and museum objects

- Temporary exhibitions

- Ethnographic interactive tours and master-classes

- Equestrian interactive tours and master-classes

- Culinary tours and master-classes

- Eco-tourism

- Natural Events tours

- Folklore performances

- Staying in traditional Cossack kurens (houses)

- Literary and ethnographic festivals.

Conclusion

The new communication strategy:

- fosters connection with loyal visitors

- tributes to revisits increase

- creates new connections.

17:30-17:45 15

minutes

Francesca Leon Abbonamento Musei

a successful network

to enhance the

relationship between

citizens and

museums

The paper is a report on the results of Abbonamento Musei in the last

twenty years of activities in Piedmont. Today Abbonamento Musei Torino

Piemonte collect more than 200 museums, monuments, royal residence,

etc..., 122.000 card holders who generate 753.000 visits in 2015. In 2015 is

born the Abbonamento Musei Lombardia Milano, as an application of the

Piedmont model.

The aim of this paper is to share the results of our annual museum card, in

particular on the building of a community which involve citizens,

institutions and museum professionals, creating network, facilitating the

citizens participation and the sharing goals, presenting how an annual

card can change the citizen perception of the museums, how the free

access increase the number of visits of the people involved in museums

and temporary exhibitions and how the card remove the ticket office

barrier, generating a widening of the fields of interests of people

becoming a large community of opinion leader in their social contest.

17:45-18:00 15

minutes

All Questions and

Answers

We will lose our discussion of this subtheme with a question and answer

session.

Business Meeting: Date: 06.07.16

Schedule: 11:30-13:00

Location: Brown 2 (South Wing – Level +2)

Title of the meeting: Business Meeting

Meeting objectives: MPR Annual Business Meeting

Session type: MPR General Assembly/Business Meeting

Time Duration Speakers Topic Description

15:00 – 16:00 1 hour Marjo-Riitta, MPR

Board and MPR

Committee

members

MPR Business

Meeting

Business meeting to include 2015-2016 committee updates and elections

for MPR Board for 2016-2019 term. Candidate applications will be

available prior to the elections on the MPR Website.

Using Values to Connect

Date: 06.07.16

Schedule: 14:00-18:00

Location: Brown 2 (South Wing – Level +2)

Title of the meeting: Using Values to Connect

Meeting Objectives: How do we assure that we are delivering value to our guests through our marketing and branding efforts? How

do we connect our goals and the needs of our audience? And how do we involve our audience/community in our

work? Co-creation, crowd-sourcing, etc. examples welcome.

Session type: MPR Session 4

Time Duration Speakers Topic Description

14:00-15:30 90

minutes

Jay Geneske Keynote/Workshop:

Using Values to

Connect

Finding Your Purpose and Keeping Your Brand Promise

Far beyond your mission statement, this segment takes a deep look at big

picture objectives, your organization’s most important assets and

challenges, the reason you exist and the world you live in, your unique

promise to your audience, and what you’ll leave behind. We’ll map the

values of your audience and community to your pillars of your brand,

identifying how to distill the essential purpose of your organization and

how to bring it to life through communication and experience.

How to Market Your Legacy

So now what? This segment builds on the first with a series of exercises on

how to shape your communications and experience to be true to your

purpose and promise and to differentiate yourselves in an increasingly

crowded world. We’ll also use an impact storytelling framework to

express the rare and exclusive legacy opportunity your cultural institutions

can leverage.

Unleashing Your Influence

How do you build affinity to go even deeper? Your brand purpose paired

with your unique assets—be it a building, track-record or expertise, or

even family nostalgia—have more influence potential than most

businesses could ever hope for. We’ll conclude with an exercise to

unleash your influence to drive your reach, relevance, and resonance with

visitors, members, media, donors, policymakers, leaders, and those who

may never set foot in your institution.

15:30-16:00 30

minutes

All Break

16:00-16:15 15

minutes

Javier Jimenez Marketing and

Branding at the core

of strategic change

Introduction

In a context of unprecedented change (communications revolution, need

for new funding structures, shift of authority from museum to visitor…)

museums must adapt to ensure that they remain meaningful to the new

needs and expectations of audiences. This can be done through strategic

planning: a proactive process to envision the optimal future (values) for

the organization and the changes required to achieve it (initiatives).

Strategic planning involves the whole institution and all its functions, as

well as the context around it. Marketing and branding had traditionally

been instrumental/peripheral to strategic planning efforts, but they are

now an essential element.

Aims

The goal is to foster discussion around the increasing role of marketing

and branding in the strategic planning efforts of museums to successfully

deal with a changing environment and better serve audiences. Reflection

around the following questions will be sought: How can museums remain

visible and relevant in the face of change? How can they engage visitors

more closely? What processes and initiatives work best to connect the

institutional goals with the visitors´ needs? What are the new

relationships of marketing and branding with other functions such as

education, visitor services or curatorial?

Conclusion

The speech will be divided in two parts:

1) A conceptual explanation of the need to deal with change proactively

and the new role of communications and branding to do so.

2) A selection of international case studies that demonstrate the power

of effective marketing and branding strategies to the strategic success of

the museum.

16:15-16:30 15

minutes

Karin Sommerer and

Frederike van Dorst

Stedelijk X –

Influencer marketing

at the museum

INTRODUCTION

Young Amsterdam citizens are busy, as well as their peers. The city is their

playground, they love modern art & design, but..... most of them never set

foot in the biggest national museum of contemporary art & design, the

Stedelijk. Considering their interests and way of life we are convinced that

they would love it. So how do we get them inside, knowing that we share

the same DNA?

We came up with an Influencer Campaign: we approached 6 young and

inspiring entrepreneurs, ‘gamechangers’, who share the museum’s values:

ambitious, self-willed and creative people, all with a big network. We

challenged them to have their own Stedelijk X event in the museum and

create a personal audio tour about their 10 favourite artworks on

Soundcloud.

AIMS

Short term: Create an easy accessible way to get to know the Stedelijk

Museum from inside.

Long term: Make the Stedelijk an appealing brand for the target group (by

visiting the museum, and by great visibility in on- + offline media

consumed by this targetgroup).

CONCLUSION

To engage with this new, younger audience we need to getting to know

and understand them and their network. The changing idea is that the

introduction to our museum doesn’t necessarily have to be done by

ourselves, in fact, we believe it can best be done by someone that is

trusted in the aimed network, and acts as a role model. Once they get to

know us, it is very likely they will visit us again in the near future.

16:30-16:45 15

minutes

Tove Vesterbacka Building relationships

on broken

relationships – a

(hundred year old_)

new museum making

emotional

connections

Helsinki City Museum will open a brand new museum in May 2016.

Exhibitions and events, delightful inner courtyards and a funky interior

design, will form an experience where the stories of the city and its people

come to life.

The museums vision being “everybody has the opportunity to fall in love

with Helsinki”, emotion is at the core of everything.

Internationally renowned exhibition accelerates emotions

Examining new ways to connect to new audiences, Helsinki City Museum

decided to bring the internationally renowned Museum of Broken

relationships to Finland and making it a vital part in the launch of the new

museum.

The axe you used to trash the belongings of a former lover. A suicide note

from your dead mother. Nasal spray to prevent your partner from snoring;

now, a broken heart keeps you from sleeping. The Museum of Broken

Relationships consists of items donated anonymously and -maybe even

more importantly- their stories, related to broken relationships.

The items tell the universal story of love and loss. The atmosphere varies

from bitter accounts to humor and deep sorrow. It is easy to relate to

memories of love and giving away, which makes the visitor a part of the

common separation story themselves.

The stories are playing a vital role in museum communications, a choice

that three months pre-opening has already been proven successful. The

response in social media exceeded all our expectations from day 1.

16:45-17:00 15

minutes

Päivi Partanen Developing museum

work with audience

Introduction

We in Lappeenranta museums have had an advisory group consisting of

our visitors since 2009. The 20-member-group meets regularly to develop

our audience work and museum services. The underlying idea behind the

group is to get to know the visitors and meet their needs better. When

founded, it was the only one in Finland. Today, based in our good

experiences, there are many of them.

Aims

The main goal of forming the group was the co-creation of the new

museum work. Working with the audience deepens the connection

between the audience and the museum staff. Members even consider

themselves as part of the museum.

Some examples of the work of the advisory group:

1. Creating model for ”Co-wonderer”, another museum visitor, a peer

person to share the exhibition experience with a visitor. Provides different

point of views for both parties.

2. Product development together with visitors and end-users

3. Evaluation of services

4. Co-creation of exhibitions of museum collections and/or with

artists

Conclusion

The museum may engage the visitors by working together. Trust can be

built with co-creation. Shared expertise and knowledge leads to win-win

situation and a new museum that is for all. The staff needs to appreciate

the opinion of the customers and the other way round. The customers

together with the museum staff need to feel togetherness in order to

succeed in this mission. Customers are our best PR agents bringing their

relatives, friends, families, colleagues and other networks to the museum.

17:00-17:15 15

minutes

Hans can de Bunte Exhibit co-creation

and rebranding at

the Sarawak Museum

– Establishing a sense

of belonging by co-

sharing oral histories

Introduction

Prehistoric times in Sarawak ended quite recently 165 years ago with the

first White Rajah, James Brooke, installing a government administration

from 1841 onwards. Before that, the traditions, belief systems and history

of the indigenous communities and their material culture were passed

orally on from generation to generation. Almost all their possessions were

made from jungle materials which in the tropical moist climate

disintegrate rapidly.

The dense jungles, mountainous regions and large rivers make travel

difficult. Small communities are often not and only sparsely in contact

with each other.

The Sarawak Museum opened in 1891, one of the first impressive

museum collections in Asia, commissioned by Charles Brooke, the second

White Rajah of Sarawak. It is said that naturalist Alfred Russel Wallace,

who stayed in Sarawak between 1852 and 1854, encouraged the White

Rajah to establish the museum.

The oral traditions, Borneo’s climate and the early establishment of the

museum – you could say in a way – created the challenges for our

branding and marketing strategies of today. At the same time not much is

known on the significance of the museum’s collections and the museum

has fallen out of touch with the communities for whom it takes care of

their heritage.

Aim

Our new Visitor Offer for the new permanent exhibitions is for the

audiences to leave the museum with a sense of awe for the diversity of

life, and with a feeling of connection or belonging to their cultural

heritage.

The Sarawak Museum collection contains around 200.000 objects on the

natural history, archaeology and the cultures of Borneo. The highly unique

collection has been dormant until the present and holds rich treasures for

researchers and visitors on Borneo's cultures and nature.

We have made it our marketing goal to reconnect with the local

communities by co-creating the stories for the new permanent

exhibitions. A journey of three years has started to develop the museum’s

exhibition by organising multiple trips into the inner lands of Borneo

talking with representatives of the communities about their material

culture and the collections in the Sarawak Museum.

Conclusion

Rebranding the Sarawak Museum has started by repositioning the

museum within the communities of which it holds the treasures. By

establishing connections between a large number of artefacts in the store

and multilingual and personalised stories. Our entry point often starts by

turning the curatorial process around and starting with the oral histories

leading the way to highlight the significance in the objects. An organic and

creative process in which making connections through consultation with

researchers and community members must lead to the development of

the museum’s narrative and engaging audiences from the start.

17:15-17:30 15

minutes

All Questions and

Answers

We will close our discussion on this subtopic with a question and answer

session.

17:30-18:00 30

minutes

MPR Board MPR Programme

Wrap-up – details for

July 7 study trip

Study Trip

Date: 07.07.16

Schedule: 10:00-17:30

Location: Bus departs from MiCO at 10:00 a.m.

Title of the meeting: Study Trips

Cost: 20 Euro – to be collected at the conference

Meeting Objectives: We will visit Fondazione Prada for a tour, stop for lunch (lunch is at the expense of the attendee) and then join

our colleagues from ICEE for a special programme, tour and reception at Museu della Culture (MUDEC). Please

let us know if you plan to attend so we can get an accurate count – space is limited and is first come, first served.

Schedule:

10:00 Meet for bus at MiCO

11:00 Arrive at Fondazione Prada and tour museum

13:00 Depart Fondazione Prada and take bus to lunch location

13:30 Lunch

15:00 Joint reception, tour and programme at Museo della Culture (MUDEC):

Afternoon Session and Reception at Museo delle Culture (MUDEC)

15:00-15:10 Welcoming Remarks

Paola Cappitelli, Head of Development and International Relations, MUDEC

15:10-15:30 Presentation of MUDEC business model by Simona Serini, MUDEC Manager

15.30-16:00 Presentation of the winners of the ICEE & izi.TRAVEL Audio Guide Creation Contest

16:15-17:15 Guided Tours of MUDEC with museum staff

17:30-19:30 ICEE & MPR Networking Reception in partnership with izi.TRAVEL

Room Details:

Room: Brown 2 (South Wing – Level +2)

Seating: Theater, maximum 240 people (NO set-up change included)

Technical equipment:

- 1 stage

- 1 lectern

- 2 moderators’ tables and 4 chairs

- 1 video projector

- 1 projection screen

- 1 audio system

- 2 moderators table microphones

- 1 handheld radio microphone

- 2 standing microphones for the audience

- 1 presenter

- 1 laser pointer

- 1 notebook with HDMI connection (at the lectern)

- 1 internet connection (for the notebook) + Wi-Fi of the conference (for the audience)

- 1 electrical line up to 3 KW + 2 multiple socket at 4 plugs (1 for lectern power supply and 1 for the audience)

Date: Tuesday, 5 July

Time: 11:00-13:00 and 15:30-18:30

Session title: MPR

Room: Red 2 (North Wing – Level +1)

Seating: Theater, maximum 380 people (NO set-up change included)

Technical equipment:

- 1 stage

- 1 lectern

- 2 moderators’ tables and 4 chairs

- 1 video projector

- 1 projection screen

- 1 audio system

- 2 moderators table microphones

- 1 handheld radio microphone

- 2 standing microphones for the audience

- 1 presenter

- 1 laser pointer

- 1 notebook with HDMI connection (at the lectern)

- 1 internet connection (for the notebook) + Wi-Fi of the conference (for the audience)

- 1 electrical line up to 3 KW + 2 multiple socket at 4 plugs (1 for lectern power supply and 1 for the audience)

Posters

o There will be NO structures for poster presentations in any room.

o Any additional equipment or service need to be requested separately and will be at your own charge. For more information, please contact

us at icom2016-logistics@kit-group.org.

Presentations

o All speakers and presenters have to use the existing notebook in the room. Thus, all speakers and presenters need to prepare an MS

Power Point presentation and save it on a USB memory stick. Materials and files should be labeled with the name of the speaker/presenter, session/meeting name, session/meeting date and presentation name.

o MAC formats will NOT be accepted.

o Pictures and animations linked to the Internet or to other files will NOT be accessible. All movies and hyperlinks used in a presentation

should be set to start automatically, as it is NOT possible to click on a movie when using the Cue-it ® system.

o Only standard Windows fonts should be used, 24 font size can be read easily.

Catering

o Catering will be provided only during the official conference break times.

o Any additional catering requests need to be ordered separately and will be at your own charge. For more information, please contact us at

icom2016-logistics@kit-group.org.

Finally, we kindly ask you to respect the indicate timings of the meetings in order to avoid any delays.

Click here to consult the full programme of ICOM Milano 2016.