De Kunsthal is…
!
BIJZONDERE
CULTURELE
INSTELLING
ICONISCHE

ARCHITECTUUR
REM KOOLHAAS
!
EENVOUDIGE STOERE
VORMENTAAL
VERRASSEND AANBOD
Alberto Giacometti
Modern Life.
Edward Hopper and His Time
Edvard Munch
Dinosaurs!
The Fashion World of Jean Paul Gaultier

From the Sidewalk to the Catwalk
S.H.O.E.S.

Head over Heels
The Second World War
in 100 objects
His Majesty King Willem Alexander
looking at Anne Frank’s toy marbles.
New visitors - a diverse public
Business model
maximum ambition, minimum subsidy
Self-generated
income
Rotterdam council
subsidy
Visitors | Entrance fees
Events in the Kunsthal
and beyond
Sponsors and financial partners

In the past, Kunsthal Rotterdam has been supported by, amongst others:
How on earth was the Kunsthal’s version of
“The Fashion World of Jean Paul Gaultier”
such a massive success?
T / M 1 2 M E I 2 0 1 3
The Fashion World of
Jean Paul Gaultier
From the Sidewalk to the Catwalk
www.kunsthal.nl
Foto:Mile...
We “dressed” Rotterdam in his
signature striped corsets ...
... we “gave” him
his very own train ...
… and we launched a creative
marketing campaign.
dagen tot de opening:
330
071
dagen tot de opening:
150
096
T / M 1 2 M E I 2 0 1 3
The Fashion World of
Jean Paul Gaultier
From the Sidewalk to the Cat...
dagen tot de opening:
1
355
dagen tot de opening:
0
1163
PUBLICITY
In short:
- Nationwide poster and leaflet campaigns

- Articles in the (inter)national press 

- Media partner Me...
MARKETING
Summary:
!
- Partnerships with the Bijenkorf (high-end department store),
local cafes, restaurants and shops

- ...
Side-events in cooperation with cultural and other partners
throughout Rotterdam/The Netherlands
Visibility and engagement of
our sponsors and partners
Audio/Video
Productie
Storytelling
Interactief / Online
Museumexpertise
Merk identiteit
Art direction
Design
Hoe werkt MaakMee?
STEMMEN
3 APRIL - 12 MEI
MEEMAKEN
14 MEI - 24 NOVEMBER
BEZOEKEN
14 DECEMBER - 23 MAART (2014)
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
Mariette Maaskant - De marketingcampagnes van de Kunsthal
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Mariette Maaskant - De marketingcampagnes van de Kunsthal

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De presentatie van Mariette Maaskant van de Kunsthal op de Cultuurmarketing inspiratiemiddag op 12 juni 2014: het realiseren van succesvolle marketingcampagnes.

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Mariette Maaskant - De marketingcampagnes van de Kunsthal

  1. 1. De Kunsthal is…
  2. 2. ! BIJZONDERE CULTURELE INSTELLING
  3. 3. ICONISCHE
 ARCHITECTUUR
  4. 4. REM KOOLHAAS
  5. 5. ! EENVOUDIGE STOERE VORMENTAAL
  6. 6. VERRASSEND AANBOD
  7. 7. Alberto Giacometti
  8. 8. Modern Life. Edward Hopper and His Time
  9. 9. Edvard Munch
  10. 10. Dinosaurs!
  11. 11. The Fashion World of Jean Paul Gaultier
 From the Sidewalk to the Catwalk
  12. 12. S.H.O.E.S.
 Head over Heels
  13. 13. The Second World War in 100 objects His Majesty King Willem Alexander looking at Anne Frank’s toy marbles.
  14. 14. New visitors - a diverse public
  15. 15. Business model maximum ambition, minimum subsidy Self-generated income Rotterdam council subsidy
  16. 16. Visitors | Entrance fees
  17. 17. Events in the Kunsthal and beyond
  18. 18. Sponsors and financial partners
 In the past, Kunsthal Rotterdam has been supported by, amongst others:
  19. 19. How on earth was the Kunsthal’s version of “The Fashion World of Jean Paul Gaultier” such a massive success?
  20. 20. T / M 1 2 M E I 2 0 1 3 The Fashion World of Jean Paul Gaultier From the Sidewalk to the Catwalk www.kunsthal.nl Foto:MilesAldridge,Immaculée#3,2007,jurkenhoofddekseluitdecollectieVirgins,hautecouturelente/zomer2007.CourtesyMilesAldridgeenReflexGallery,Amsterdam 170.049 VISITORS 13.500 DAILY 250X 1.300 230 700 600 3.000 45.000 CATALOGUES JOURNALISTS POSTERS MAGNETS ART BAGS POSTCARDS 25.500 € 95.000 MARKETING BUDGET IN 13 WEEKS Best Practice
  21. 21. We “dressed” Rotterdam in his signature striped corsets ...
  22. 22. ... we “gave” him his very own train ...
  23. 23. … and we launched a creative marketing campaign.
  24. 24. dagen tot de opening: 330 071
  25. 25. dagen tot de opening: 150 096 T / M 1 2 M E I 2 0 1 3 The Fashion World of Jean Paul Gaultier From the Sidewalk to the Catwalk www.kunsthal.nl Foto:MilesAldridge,Immaculée#3,2007,jurkenhoofddekseluitdecollectieVirgins,hautecouturelente/zomer2007.CourtesyMilesAldridgeenReflexGallery,Amsterdam
  26. 26. dagen tot de opening: 1 355
  27. 27. dagen tot de opening: 0 1163
  28. 28. PUBLICITY In short: - Nationwide poster and leaflet campaigns
 - Articles in the (inter)national press 
 - Media partner Metro Mode has 
 dedicated a special to the exhibit. ! - Cooperation with media partners incl. Dutch Vogue and TV channel AVRO
 - Extra events surrounding the opening
 (city-dressing, arrival in Thalys, press conference etc) are free publicity 
 worth over €200.000.
  29. 29. MARKETING Summary: ! - Partnerships with the Bijenkorf (high-end department store), local cafes, restaurants and shops
 - Package-deals with hotels 
 - Discount deals with other tourist attractions in the city
 - Merchandising – like Jean Paul Gaultier’s striped linen bags/ pop-up shop
  30. 30. Side-events in cooperation with cultural and other partners throughout Rotterdam/The Netherlands
  31. 31. Visibility and engagement of our sponsors and partners
  32. 32. Audio/Video Productie Storytelling Interactief / Online Museumexpertise Merk identiteit Art direction Design
  33. 33. Hoe werkt MaakMee?
  34. 34. STEMMEN 3 APRIL - 12 MEI
  35. 35. MEEMAKEN 14 MEI - 24 NOVEMBER
  36. 36. BEZOEKEN 14 DECEMBER - 23 MAART (2014)

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