Il Grande Museo dell’Opera del Duomo

Il Grande Museo dell’Opera del Duomo

Client

Il Grande Museo dell'Opera del Duomo

Category
Integrated communication

A unique, great museum  that includes Santa Maria del Fiore  Cathedral, Brunelleschi’s Dome, Giotto’s Bell Tower, San Giovanni’s Baptistry, Santa Reparata’s Crypt  and the Opera Museum’’

Achievements

The Museum has become a must see for tourists in Florence (the bishopric complains an excessive flow of visitors) and an additional source of artistic pride for the city.

Strategic objective

Institutional awareness for FLORENCE citizens and tourists to emphasize a unique museum experience from the artistic point of view

Commercial insigtht

Cultural institution with a very old tradition (founded in 1296) , as well as highest expression of Humanism  and Florentine Renaissance  to state that  Florence is not only the Uffizi

Media strategy

  • Daily press to emphasize the re-opening to a relevant target
  • OOH to highlight the perception of the event
  • Cinema to outline Museum image using impactful mega screens
  • Sky Arte for an high profile public sensitive to cultural events
  • Web visual and KW campaign integrated with offline media to enlarge AC positioning