MusLi (Museums Literacy) - Fondazione Fitzcarraldo

MusLi - No qualifications needed: museums and new audiences
c) Random interviews (on the phone, e-mail, interviewees met at the station, bus stop, leisure centre
and pedestrian areas of the city)
These interviews focused on the perception that citizens and visitors have of the Trevi Centre * , which
represents the primary location of all art exhibitions organized by the Department for Italian culture, as
well as their perception of the Touch of Baroque exhibition, the technologies used and the effectiveness
of the communication plan.
Findings of the interviews:
Trevi Centre: the majority of the interviewees didn’t know about the work of the Trevi Centre, therefore
they have no concept of its identity in terms of managing promoting the cultural offer.
Exhibition and technologies: the adopted devices, above all film, positively encouraged the emotional
perception of the exhibition (as expected). As regards the specific new technology used i.e. the “torch”
** only a few visitors enjoyed it, perhaps because of the advanced average age of visitors.
Communication: the communication strategy did work, above all through traditional channels: flyers,
leaflets, ‘city lights’, billboards, local newspapers, radio and TV. The graphics and colour (yellow) were
successful.
97