Registration of delegates at the Palazzo Ducale (Doges' Palace) on St Mark's Square

Palazzo Ducale Tours
Free audioguides allowing participants to explore the palace. Vouchers to be taken at the conference registration desk on the loggia. Max. 20 people.

Secret Itineraries within the Palazzo Ducale: "Casanova's story at the Palazzo Ducale"
Guided tours in English (max. 25 people). Tour starts at Registration. Tours kindly offered by Venezia Musei.

Private visit of Palazzo Cappello (max. 30 people) with Venetian expert Francesco Amendolagine
"The secret of stucco in the ballroom and alcoves of Venetian palaces in the 18th century". In Italian, text in English will be provided.

Private guided tours of Museo Correr
Two groups of 20 people each, in English. Meet outside Museo Correr. Tours kindly offered by Associazione Guide Turistiche di Venezia

Private visit of Palazzo Mocenigo (max. 30 people)
One of the most beautiful palaces of the 16th century, designed by Palladio and located directly on the Grand Canal, between the Rialto Bridge and St Mark's Square. Palazzo Mocenigo offers insight into the history of a Doge's life in the Venice of past centuries. Seven doges are issued from the Mocenigo family. Lord Byron lived in Palazzo Mocenigo from 1818 to 1820.

Opening reception at Palazzo Grassi
Welcome by Corinne Estrada, Director of Agenda
Welcome speech by Damien Whitmore, President of the 8th Conference
Welcome by Monique Veaute, Director of Palazzo Grassi

Private visit of Palazzo Grassi's exhibition Rome and the Barbarians.
Audio-guides of the exhibition are kindly provided by Antenna Audio

Transfer rom Palazzo Grassi to San Servolo island (for participants who stay on San Servolo)

Transfer by boat from San Servolo island to St Mark's Square (Cornoldi stop: Vaporetto stop for private transfers. Stop situated next to public stop, San Zacharia) for participants staying on San Servolo island only

Doges' Palace (Palazzo Ducale - on St Mark's Square)
Welcome Coffee and registration at the Doges' Palace (Palazzo Ducale)

Opening of the conference in the Scrutinio Room, one of the Institutional Chambers of the Doges' Palace
Corinne Estrada, Director of Agenda: "The importance of the communication strategy"

The Venetian Strategy: Part 1
"Putting the Arts at the centre of the Political Strategy"
Sixteenth Century Painting, Art and Rhetoric in Renaissance Venice
Venice has always used art as a means of communication, as a tool of both seduction and conquest. The great paintings of the sixteenth century (along with the flowering of Venetian art in the eighteenth century) made an enormous contribution to the Myth of Venice. More than force of arms or mercantile might, they established the international success of the city.
Giandomenico Romanelli, Director of Musei Civici Veneziani


Dan Porter, Graphic Facillitator, will provide a live animation of the strategies being presented by the keynote speakers on both Thursday and Friday morning. These 'mind maps' and sketches will add an extra dimension to the presentations and will help you visusalise the strategies being discussed.

1st keynote speech "BRANDING IS STRATEGY"
Strategy: The Foundation to Success
Amitava Chattopadhyay, INSEAD, Singapore
The making of business strategy requires the answer to two questions: Where to play? How to win? Where to play is the question of which consumers to target while the answer to the question how to win is largely contingent on the value proposition the firm offers to the target consumer, in other words the brand. Thus, articulating and building a brand is the articulation of a firm's strategy. The session seeks to frame the discussion of branding within the broader context of strategy, describe three key concepts, brand identity, brand image, and brand positioning, and discuss how they are crucial to the creation and management of a power brand.

Robert Jones, Head of New Thinking at Wolff Olins, UK
'Museum' and 'brand' don't naturally go together: 'museum' implies institutional integrity, and 'brand' implies commercial exploitation. Yet some museums have become brands: they've captured the public imagination. Think of Tate or the Guggenheim. My view is that brand, properly understood, is vital to museums. And that, as both museums and branding are changing, the two are becoming allies, not enemies. Brand is vital because increasingly museums needs to assert their place in the world ­ to show why they matter, why people should give them their time, creativity or money. Brand is much more than just 'remit' or 'mission' - that's cold, official, unexciting. Brand is a museum's attitude, its take on the world, its magnetic north. It's what motivates audiences, curators, funders. And both museums and brands are changing. Museums are becoming less authoritarian, more about engagement. Brands act less as marketing gadgets, more as tools for people. In different ways, museums and brands are both becoming platforms, on which people think, talk, understand the world.

PANEL DISCUSSION: "MARKETING MUSEUMS - WHAT IS THE FUTURE"
Debate panel with keynote speakers and museum professionals
How do Branding and Advertising relate to the arts - how do they work for museums
Chaired by Damien Whitmore, Victoria and Albert Museum, UK

14:00-14:30

CREATING AND IMPLEMENTING STRATEGIES
Choice of Case Studies and Surgeries - in English only

SURGERIES
Surgeries are being introduced for the first time this year. A series of question and answer sessions allowing you to get up close and personal to industry experts and your museum peers these take the fom of open consultancy. Questions can be sent in advance to be discussed on site amongst fellow participants. Together with the experts you solve your communication challenges.

CASE STUDIES
Presentations given by your international museum colleagues. Examples of best practices and lessons learned.

Presentation and exclusive private preview of the exhibition COMING OF AGE: American Art, 1850's to 1950's (opening to the public on 27th June) at the Peggy Guggenheim Collection.

Transfers from St Mark's Square (Cornoldi stop: Vaporetto stop for private transfers. Stop situated next to public stop, San Zacharia) to San Servolo island

2nd keynote speech: YOUTUBE AND YOU
Finding opportunities, broadening ideas, understanding risks, building communities
Patrick Walker, YouTube/Google, London
Patrick will talk about YouTube's strategy for partnering with the international museum community and will illustrate this with some of his latest projects from around the world. Looking at the future of video online and the oppourtunitites for museums to drive online traffic and reach and engage audiences through video.

3rd keynote speech: INTO THE WILD: ENGAGING NEW AUDIENCES
Sharing online communities as part of your strategy
George Oates, Senior Program Manager, Flickr, USA

PANEL DISCUSSION: "HOW CAN NEW MEDIA AND AUDIENCE RESEARCH BE MADE TO WORK FOR MUSEUMS"
Debate panel with keynote speakers and museum professionals
Chaired by Will Gompertz, Head of Tate Media, Tate

This presentation connects best practice museum communications today with forecasts for future trends in audience development by combining three sources of information: (1) a review and assessment of selected cultural communications case studies today; (2) recent market and trend research about attitudes, motivators and barriers to cultural audience participation, and; (3) emerging theories and business models about audience behavior in the future. As a result, we'll identify underlying themes and business models that museum marketers can incorporate into their future communications efforts to respond to and capitalize upon the interests of the next generation of cultural consumers.

coffee break

Transfer by boat to St Mark's Square

Transfer by boat from San Servolo to Ca'Rezzonico (for participants staying on San Servolo)

Cocktail Reception at Ca'Rezzonico

Transfer from Ca'Rezzonico to San Servolo

Choice of 4 guided tours of Venice, all in English and departing from St Mark's Square (except tour N°2):
- N°1 - Oriental Venice: visit of sites with a muslim, byzantine and greek influence (max 30 people)
- N°2 - Gallerie dell'Accademia (max 20 people - please meet outside the museum entrance)
- N°3 - Bellini & Veronese paintings in Venetian churches (max 30 people)
- N°4 - On Corto Maltese's footsteps tour (max 30 people)

Free entrance to all Musei Civici Veneziani on presentation of your badge (Doge's Palace, Museo Correr, Clock Tower, Ca' Rezzonico, Palazzo Mocenigo, Carlo Goldoni's house, Ca' Pesaro International Gallery of Modern Art, Palazzo Fortuny, Glass Museum, Museum of Natural History)

* Programme subject to change