Client: Colosseum Archaeological Park
Area: Strategic Communication and Media Relations
Scenario
The Colosseum Archaeological Park is an internationally renowned cultural and historical excellence and includes the Roman Forum, the Palatine, the Domus Aurea and Colosseum, the Arch of Constantine and the Meta Sudans. The Colosseum, in particular, an icon of the city of Rome, is one of the most visited monuments in the world, a symbol of Italian-ness and a must-see destination for tourists visiting the country. Such recognition implies the need to maximize and oversee the communication of this heritage, ensuring a coherent strategic framework for activities and carefully monitoring sentiment with respect to the archaeological site.
Objective
To consolidate the positioning of the Colosseum Archaeological Park, nationally and internationally, as a reference reality for the management and enhancement of an area of absolute artistic, historical and cultural value, presiding over its reputation. To promote awareness of the Park and the many initiatives promoted: from exhibitions to literary meetings, from major events to conferences and presentations of high scientific importance.
Activities
Strategic communication. Definition and development of an integrated communication plan aimed at consolidating and enhancing the Park’s positioning through activities to engage key stakeholders.
Media Relations. Consolidation of the dialogue with the press in order to increase the Park’s media visibility, ensuring effective communication in international, national, and local media, especially with respect to the artistic-cultural initiatives and events promoted by the Institution itself and aimed at a wide and diverse audience. Proactive presidium of communication also took place in digital and online media to enhance the Park’s image through a multichannel strategy.
Results
With the support of Comin & Partners, the Colosseum Archaeological Park has consolidated its media presence in the main national and international press through the implementation of an integrated communication strategy aimed at enhancing the prestige of the institution and protecting its reputation. The collaboration has also ensured maximum visibility of each event organized by the Park: from the reopening after fifty years of the Domus Tiberiana to the announcement of new archaeological discoveries, from the inauguration of the new panoramic elevator of the Flavian Amphitheater to the prayer meeting for peace at the Colosseum where Pope Francis spoke together with Christian leaders and world religions in 2022.
