Presentation by Ann Blokland (Educator Van Gogh Museum) on the use of multimedia around Van Gogh's letters and Van Gogh Museum's multimedia strategy, 5 March 2012, ‘Kultur på nett 2012’ (Norsk Kulturrad).
Objectives To make the collection of letters accessible to a wide audience long-term To reach museum visitors and non-museum visitors; before, during and after the exhibition To discover Van Gogh’s letters and to share their experiences Appealing to a ‘layperson’ audience
Target groups People interested in Vincent van Gogh worldwide Museum visitors who want to extend or deepen their visit Young adults aged approx. 20-35
What mix? Providing depth and information in-gallery Easily accessible online Creating unity and connecting the different media Providing sustainable and long-term access to the letters Emphasizing the letters’ literary importance and means of communication
The mixIn museum Outside museum vangoghsletters.org vangoghsblog.com social media MMT vangoghmuseum.nl iPhone app Memory of the Netherlandsinspiration inspiration exploration engagement
Myths and Assumptions: Fact or Fiction?• The Web edition will compete with the book. Fiction• Rights are easily acquired. Fiction• A blog will be very time-consuming and attract a lot of spam. Fact• A free iPhone app will compete with the multimedia tour. Fiction• A multimedia tour will stop people looking at art. Fiction• The cross-media mix can be included in the total PR and marketing campaign. Sometimes• New media are gadgets, which can be set up quickly. Fiction
Multimedia strategy 2012-2014• 100% ownership and control of multimedia content• Flexibility towards the changing needs of our audience• Innovative and inspiring before-during-after visit (visitors and non-visitors)