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Marketing & Public Relations (MPR) Annual Conference (Amsterdam, Netherlands)
Amsterdam, North Holland 1000–1109
Sunday, October 01, 2017 to Thursday, October 05, 2017
Category: International

Conference Theme: Museums and the City: Marketing and Beyond

Today, professional communication for museums is based on unique content (telling the story of the museum’s collection and activities), on perfect formats (focused on target groups) and a social framing (being embedded into the cities, towns and regions). Therefore, marketing for museums requires much more than creating ads and writing press releases. Building strong relationships and partnerships with the community is critical to a strong and relevant museum brand. Modern museum practitioners must focus their efforts within the community, expand beyond analog channels to connect digitally online and with the media, all while leveraging the cause or causes most important to them. Our world is now driven by partnerships. But, museums are not petitioners. Museums should see themselves as a competent partner with a decisive and unique voice in the competition for visibility and uniqueness (Brand): unique content, unique objects, unique stories, unique insights and, last but not least, authenticity. Against this backdrop, marketing of museums in the future will have to be even more closely linked to location marketing (place, city, region, nation). Join us as we investigate the changing landscape of marketing and beyond.

Announcing our Keynote Speakers!

Conference Subthemes and Keynote Speakers: 

Museums and the Community:

Collaborating with your community – Speakers on this topic will demonstrate examples of successful collaborations between museums and their community. Examples might include audience development, government affairs/politics and more. 

Keynote Speaker: Frans van der Avert, Director, Amsterdam Marketing

Museums and Digital Transformation:

Content, collaboration, communication – In a world where content is critical, how are museums evolving in the digital space? Case studies in this subtheme will explore how digital transformation can contribute to the success of a museum’s marketing and PR efforts. 

Keynote Speaker: Jasper Visser, The Museum of the Future and Senior Partner at VISSCH+STAM

Museums and the Media:

Museums as newsrooms, museums as messenger, latest best practices in PR – This subtheme will explore innovative ways museums have worked with the media from a public relations perspective. From leveraging influencers to expanding PR reach online to deep partnerships with local media, we encourage papers that explore the changing role of museums with the media.

Keynote Speaker: Sonja Gavankar, Manager/Public Relations at the NEWSEUM, spokesperson, television and podcast host, social multi-media creator and filmmaker

Museums and their Cause(s)

Activism, social good, legitimacy, sustainability, fundraising

What is a museum’s role in social good? We will address how museum marketers are boosting their museum’s relevance by leveraging their cause to promote action and advocacy. We will also address ICOM’s 2017 International Museums Day theme Museums and contested histories: Saying the unspeakable in museums.

Keynote Speakers: Ricardo Piquet, President of the Museum of Tomorrow and Alexandre Fernandes, Audience Development Director at the Museum of Tomorrow, Rio de Janeiro, Brazil

Learn more about the conference schedule, distinguished speakers from the Amsterdam Community and our conference venues on the Amsterdam Museums conference site.

The full programme will be updated on the Amsterdam Museums site and the ICOM MPR website.