British, Vatican, and Rome’s Museums: culture, technology, and marketing

In these hard times, also tourism suffers from the economic crisis effects. Everywhere the number of tourists is decreasing. But this is not true for some museums.

I’d like to tell  you about some different strategies three European museums are taking, in order to improve their service. In some cases, technology is deeply involved; in other cases, the ‘key’ is cultural diplomacy.

Enjoy your reading!

Vatican Museums

Vatican MuseumsThe new organization made by Antonio Paolucci is a mix of technology and customer service. By improving online tickets, contacts are increasing day by day. Online tours give people a basic knowledge of what they’re going to see.

Customers (visitors) are the ‘heart’ of this new management of Vatican Museums: customer satisfactions surveys , special prices for young people and, last but not the least, the opportunity to show some renovating areas.

It means that museum doesn’t represent a ‘static’ place, but it is something ‘live’ that can grow and improve by using technologies, knowledge, ideas.

Rome’s Museums

testata480x2502Rome’s Municipality decided to follow a different way, according to Web 2.0 best practices. It created a portal for all the museums managed by the municipality, and improved museum’s presence in all the most important social networks. The aim is to involve young people interest (do you note the different strategy compared to Vatican Museums?) through new media. Many exhibitions are located on Second Life, and blog is constantly updated. There is a page on Facebook, and plenty of pictures on Flickr.

From the home page, you can follow special offers (visitor’s cards), information, new events, and be part of the conversation.

In this way, Rome’s Museums reinvented their presence on the web.

British Museum

As you probably know, British Museum has an important presence on Web: pictures, research publications, galleries. But I’d like to focus your attention on ‘cultural diplomacy’. As British Museum doesn’t answer to government. It can pursue cultural initiatives with any country. Neil MacGregor, the Director of the British Museums says that “The more difficult the political relations are, the more important is to try to understand the history of the country with whom we’re having difficult conversations” (more info:,9171,1880606,00.html)
Next exhibition is going to involve Iran, as British Museum intend to lend the “Cyrus Cylinder”.250px-cyrus_cilinder

British Museum management doesn’t want to change people’s opinions about Iranian political choices, but creating awareness about a different culture can represent a useful means to get people more close …



One thought on “British, Vatican, and Rome’s Museums: culture, technology, and marketing

  1. Thanks for the post, Nico. These examples remind me that, instead of just complaining, there are some ways of surviving from the crisis. The only things we need are cleverness, creativity and a bit bravery 🙂

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