SUMMARY
The Rijksmuseum in Amsterdam, though a 17th-century institution, is renowned for its ongoing innovations. To celebrate the visit of its 10 millionth visitor, the museum offered him an unforgettable experience.
After a VIP welcome, the museum was privatized for the night, a starred chef prepared a feast and the lucky visitor was able to sleep in front of Rembrandt's masterpiece, "La Ronde de Nuit". The event, translated into 10 languages and widely relayed on social networks, was a world first.
In the spirit of experiential marketing, the museum has succeeded in communicating differently, conveying the image of a welcoming place for visitors and differentiating itself.
Key words : Attractiveness, culture, experience, innovation, digital marketing, experiential marketing, museum, open data, outreach, storytelling, tourism, Rijksmuseum, Amsterdam, Netherlands, Europe
Illustration : GSB Photography on Flickr ©
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