Van Goghs LettersHow to make the resultsof 15 years of research   widely accessible for various audiencesand how to involv...
Overview    The letters project    Strategy and media mix    Myths and assumptions    Results & lessons learned    Mu...
The Letters
Objectives    To make the collection of letters accessible to a wide audience    long-term    To reach museum visitors a...
Target groups    People interested in Vincent van Gogh worldwide    Museum visitors who want to extend or deepen their v...
What mix?    Providing depth and information in-gallery    Easily accessible online    Creating unity and connecting th...
The mixIn museum                                                  Outside museum                  vangoghsletters.org     ...
Multimedia tour
Multimedia tour
Van Gogh Blog
Van Gogh BlogCountries
iPhone appYours, Vincent
iPhone appYours, Vincent
iPhone appYours, Vincent
iPhone appYours, Vincent
iPhone appYours, Vincent
Myths and Assumptions:                      Fact or Fiction?• The Web edition will compete with the book. Fiction• Rights ...
Multimedia strategy 2012-2014•   100% ownership and control of multimedia content• Flexibility towards the changing needs ...
Exhibition Van Gogh research 2011
Exhibition Van Gogh research 2011
Exhibition Dreams of nature 2012
Exhibition Dreams of nature 2012
Van Gogh research 2013
Van G o gh re se arch 201 3
Van G o gh re se arch 201 3
Van G o gh re se arch 201 3
Van Gogh Museum presentation on  multimedia strategy (Kultur på nett 2012 - Norsk Kulturrad)
Van Gogh Museum presentation on  multimedia strategy (Kultur på nett 2012 - Norsk Kulturrad)
Van Gogh Museum presentation on  multimedia strategy (Kultur på nett 2012 - Norsk Kulturrad)
Van Gogh Museum presentation on  multimedia strategy (Kultur på nett 2012 - Norsk Kulturrad)
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Van Gogh Museum presentation on multimedia strategy (Kultur på nett 2012 - Norsk Kulturrad)

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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).

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Van Gogh Museum presentation on multimedia strategy (Kultur på nett 2012 - Norsk Kulturrad)

  1. 1. Van Goghs LettersHow to make the resultsof 15 years of research widely accessible for various audiencesand how to involve them
  2. 2. Overview The letters project Strategy and media mix Myths and assumptions Results & lessons learned Multimedia strategy 2012-2014
  3. 3. The Letters
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. The mixIn museum Outside museum vangoghsletters.org vangoghsblog.com social media MMT vangoghmuseum.nl iPhone app Memory of the Netherlandsinspiration inspiration exploration engagement
  8. 8. Multimedia tour
  9. 9. Multimedia tour
  10. 10. Van Gogh Blog
  11. 11. Van Gogh BlogCountries
  12. 12. iPhone appYours, Vincent
  13. 13. iPhone appYours, Vincent
  14. 14. iPhone appYours, Vincent
  15. 15. iPhone appYours, Vincent
  16. 16. iPhone appYours, Vincent
  17. 17. 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
  18. 18. 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)
  19. 19. Exhibition Van Gogh research 2011
  20. 20. Exhibition Van Gogh research 2011
  21. 21. Exhibition Dreams of nature 2012
  22. 22. Exhibition Dreams of nature 2012
  23. 23. Van Gogh research 2013
  24. 24. Van G o gh re se arch 201 3
  25. 25. Van G o gh re se arch 201 3
  26. 26. Van G o gh re se arch 201 3

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