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Communicating Culture: Institutional Strategy for a Museum
Lessons from a Short-Term Institutional Strategy
Inviting Culture in Central Portugal
Communicating in a differentiated way for an institutional client is a rewarding experience. This project involved creating unique communication for the Casa Atelier Tullio Victorino, focusing on a brief but meaningful invitation for the museum.
The project involved collaboration with TAPUMARTE, centered around a museum nucleus rich in history and culture, located in the heart of Portugal. Even with our limited involvement, the richness of this space—with its artifacts and art—was evident. Our task was to quickly capture and communicate the inherent value of this place.
The Communication Challenge
Our mission was to develop a concise communication plan for promoting the institution. We focused on media strategies, appealing flyers, and engaging social media content, building our presence from zero on Instagram, Facebook, and YouTube, without relying on paid media.
Our advertising campaign included strategic placements in national press (Jornal Expresso and Jornal de Letras). The biggest challenge, within the short timeframe, was to innovate within institutional boundaries and generate organic interest and participation. It was a fascinating exercise in balancing tradition with contemporary expression.
How We Do It
In a short time, working with the amazing team of TAPUMARTE, we quickly grasped the museum’s identity and developed a creative and authentic approach for the invitation.
The strategy included:
Social Media Content: Creating visually appealing content for social platforms, generating organic interest from scratch.
Print Design: Designing promotional flyers and posters that were both informative and visually engaging, using modern design principles to capture attention.
Media Relations: Identifying relevant media contacts was crucial, resulting in coverage in both national press and local outlets. These local outlets are particularly important because they serve as the voice of the community, allowing us to reach audiences who are deeply connected to the region and its cultural identity.
The focus was on finding the sweet spot where tradition and modernity could coexist in our promotional materials, creating a bridge for a diverse audience.
Final Takeaway
This project highlighted our ability to blend design and strategic communication, even under tight deadlines, by building an organic social media presence and securing valuable media coverage. The experience reinforced that even short engagements can demonstrate the power of effective communication in connecting audiences with culture and heritage.
By balancing traditional and contemporary approaches, we generated sustained interest and elevated the museum’s visibility. This project underscores A NEW DAY studio’s commitment to understanding the unique needs of cultural institutions and delivering impactful communication solutions.
© A NEW DAY, 7 April 2025
Photo: Jess Loiterton, Pexels
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