Client: General Directorate for Contemporary Art and Architecture and Urban Peripheries (DGAAP), Ministry of Culture
Area: Media Relations and Communication
Scenario
Italian Council is the first international call to support Italian contemporary creativity, promoted by the General Directorate for Contemporary Art and Architecture and Urban Peripheries of the Ministry of Cultural Heritage and Activities, directed by Federica Galloni. The DGAAP, through Italian Council, finances the creation of works of art by Italian artists that can be promoted by national and international institutions. The works may be exhibited worldwide but will remain the property of the Italian State, thus expanding its artistic heritage. Projects proposing the involvement of foreign institutions, Italian cultural institutes abroad and cultural events are welcomed.
Overall, the financed projects involved prestigious institutions, including: MAXXI in Rome, La Venaria Reale, the New School University in New York, the WhiteChapel Gallery in London. These institutions are important showcases for the work of Italian artists and provide presige and value to the works of the winning artists. Among the names involved in the various editions are: Salvatore Arancio, Mimmo Paladino, Lara Favaretto and Giorgio Andreotta Calò.
Obiettivo
The aim of the communication plan is to maintain high levels of attention on Italian Council by national and international media and stakeholders (museums, institutions, non-profit and third sector associations, foundations). The purpose is to identify and grow the project in its international dimension, demonstrating its relevance as a support for Italian contemporary art.
Comin & Partners supported DGAAP in defining a strategy aimed at building relations with media and stakeholders capable of effectively and directly communicating the value asset of the Italian Council project.
Specifically, the actions undertaken were:
- Brand Positioning: through consolidation and continuous promotion designed to make the Italian Council project immediately recognisable.
- Stakeholder engagement: through a general mapping of all interested stakeholders and by preparing an engagement plan on key figures, such as Italian and international museum directors, foundations and non-profit associations.
- Communication: enhancement and promotion of the General Directorate for Contemporary Art and Architecture and Urban Peripheries as a promoter of initiatives aimed at concretely supporting the Italian art system.
Attività
The following actions were carried out:
- Media Relations, an activity that enabled the project to be enhanced and promoted in the press through the involvement of journalists and opinion leaders in the sector.
- Communication with institutional and non-institutional stakeholders. The engagement activity focused on targets such as national and international museums, cultural associations and artists.
Risultato
Thanks to the activities carried out, the Italian Council has become an established and recognised reality at national and international level: the funds allocated in the various editions have reached a total of 3 million euros, with 34 projects selected from 180 applications received from all over the world and the involvement of more than 50 countries.
