The 4th edition of Communicating the Museum held outside Paris for the first time, gathered 124 museum professionals coming from 17 countries worldwide.
The Valencian success showed us how an emerging regional city, with a dynamic art offer and a strong branding can become as attractive as a capital city.
During two days, curators, journalists, head of press and heads of marketing, museum directors and other art experts met, shared and learnt about communication in the museum world.
This year’s theme was about branding permanent collections and what to do to promote them in the best way. It is an issue shared by all art organisations: well established, modern and future ones.