Client: La Quadriennale of Rome
Area: Cultural communication, Stakeholder Engagement, Media Relations
Scenario
The Quadriennale di Roma was established in 1927 with the objective of promoting the internationalisation of Italian contemporary art. After eight years without an exhibition, in 2016 the Ministry of Cultural Heritage assigned the ambitious project for the re-launching of the Quadriennale to the new management.
The initiative was launched with a new communication strategy that led right up to the XVI edition, hosted in Palazzo delle Esposizioni (Exhibition Center) from 14th October 2016 to 7th January 2017.
Objective
Providing support in the re-launching of the initiative upon request of the Ministry of Cultural Heritage, re-positioning and an innovative stakeholder engagement and Media Relations process, aimed at building synergies with the territory.
Activities
In order to enhance placement of the Quadriennale within the Italian cultural scenario, Comin & Partners launched an intense communication action, distributed through various phases and using different channels at national and international level.
Institutional relations and stakeholder engagement. The creation of partnerships with qualified players, with the City of Rome and with museums, Foundations and cultural institutions enabled the creation of a network of synergies and initiatives. The partnership with the Ministry of Foreign Affairs has provided the Quadriennale with spaces and with a network of Italian representations abroad in which to host presentation events.
Media Relations. Strengthening of the visibility of the Quadriennale brand through Media Relations activities, such as interviews with the President Franco Bernabè on the culture pages of newspapers and specialised magazines.
Integrated communication. The central phase of communication activities focused on the opening of the exhibition, with preparatory activities launched on specialised media headlines, together with a specific action carried out on the TV, radio, newspapers and web which led up to the opening event on 12th October and the organisation of a press conference for the presentation of the event.
Results
The communication process re-launched the positioning of the Quadriennale as one of the most important cultural appointments at national level and promoted top level relations with the stakeholders.
