MusLi (Museums Literacy) - Fondazione Fitzcarraldo

MusLi - No qualifications needed: museums and new audiences
4. To promote the idea that art is not just for experts: you can take a path that requires no prerequisites
for advanced training but, rathercan stem from a moment of personal and cultural growth
5. To identify the target audiences and adapt to their communication needs
6. To bring “ non-visitors “ to see an art exhibition by reducing activation costs
7. To include audiences already established through previous cultural events
8. To involve a network of local organizations that are well established in the social context in
multiplying the effect by disseminating information or recruiting further contacts
9. To promote an event of modern art through new and alternative channels of communication
which may arouse greater attention and curiosity
10. To maintain contacts with strategic institutions in the Province
11. To develop and test effective evaluative strategies in order to plan a second event
12. To create tools to measure the feedback from participants (web page, questionnaire, etc.).
Communication was planned to meet three different target audiences:
1. All citizens of South Tyrol
2. Italian speaking citizens of South Tyrol
3. Citizens of surrounding area within 100km range
Within these categories we were particularly interested in existing visitors, non-visitors and young people
15-30 years old.
How to reach the target audiences:
1. Existing visitors and non-visitors: City posters, ‘city lights’ illuminated posters at bus stops,
gadgets (bags) distributed through local market and supermarket, postcards illustrating the
picture of the “Madonna” distributed out of the churches after the religious ceremony on
Saturday and Sunday, spot on Local radio and TV, partnership with hotel and restaurants
for preparing “Baroque meals”, leaflets and flyers to be distributed through institutions and
cultural associations of the territory, schools, university, libraries, youth associations and
centers, corporations etc.
2. Young people 15-30 years old: Web pages, youth associations and centres, unexpected
visits in the schools making a brief description of the Baroque exhibition, Facebook
How to investigate and analyze the effectiveness of this dual strategy:
a) “Over to you…” questionnaires during the exhibition
b) Focus group of non-visitors organized after the exhibition
c) Random interviews after the exhibition
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