Programme *
Doges' Palace
| Simultaneous translation available in English/Italian for all keynote speeches.
Communication Strategies: How to make an Impact
Chairs: - Jennifer Francis, Head of Press & Marketing, Royal Academy of Arts
- Edward Rozzo, professor at the Ecole Supérieure de Visual Merchandising in Vevey (Switzerland) and professor of Visual Culture at the Università Bocconi in Milan
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Wednesday 25 June 2008 - REGISTRATION AT THE DOGES' PALACE (Palazzo Ducale)12:00-19:00
| Registration of delegates at the Doges' Palace (Palazzo Ducale) on St Mark's Square
| 14:30-16:00
15:00-16:30
or
16:00-17:30
15:30-17:00
| "The secret of stucco in the ballroom and alcoves of Venetian palaces in the 16th century"
Private visit of a Venetian Palace (max. 30 people) with Venetian expert Francesco Amendolagine
Secret Itineraries within the Doges' Palace: "Casanova's story at the Doges' Palace"
Guided tours in English (max. 25 people per visit). Each tour lasts 1h30
Private guided tour of Museo Correr
| 20:00
20:30
21:00-22:30
| Opening reception at Palazzo Grassi
Welcome by Corinne Estrada, Director of Agenda
Welcome speech by Damien Whitmore, President of the 8th Conference
Private visit of Palazzo Grassi's exhibition Rome and the Barbarians
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 Palazzo Grassi Thursday 26 June 2008 - EXPRESS YOURSELF
Branding and Advertising Strategies08:00
08:00-09:00
| Transfer by boat from San Servolo Island to St Mark's Square (Cornoldi)
Doges' Palace (Palazzo Ducale - on St Mark's Square)
Welcome Coffee and registration at the Doges' Palace (Palazzo Ducale)
| 09:00-09:30
09:30-10:15
| 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"
Giandomenico Romanelli, Director of Musei Civici Veneziani
1st keynote speech "BRAND STRATEGY: The foundation to success"
Firstly, studying the emotion and psychology of advertising and new methods for management marketing
Amitava Chattopadhyay, INSEAD, Singapore
| | 10:15-11:00 | 2nd keynote speech "The role of ADVERTISING"
Second, think about who you are and why the world needs you, then use this to define your brand, and drive everything you do. How to build a museum brand for the twenty-first-century world. And thoughts on how branding itself is changing.
Robert Jones, Head of New Thinking at Wolff Olins, UK
| 11:00-11:30
11:30-12:15
12:15-13:00
| Coffee break on the loggia
3rd keynote speech "ADVERTISING: Perspective and Creative Content"
Third, creative content. Putting the thinking and the environment together
Juan Cabral, Creative Partner, Fallon, UK
"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
| 13:00-14:00
| Lunch on the loggia at the Doges' Palace | 14:00-14:30
| Transfers by boat from St Mark's Square (Cornoldi) to San Servolo island | | 14:30-15:30 | Creating and Implementing Strategies
Choice of Case Studies and Surgeries
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.
Surgeries include: Amitava Chattopadhyay, INSEAD, Singapore
CASE STUDIES
Presentations given by your international museum colleagues. Examples of best practices and lessons learned.
Presenters include: Jillian Marsh and Hannah Boulton, British Museum, London; Gail Dexter Lord, Lord Culture, Toronto; Masina Frost, Tate, London and Palazzo Grassi
WORKSHOP - Further Thinking
Open to senior staff only (those with at least 5 years experience at Senior Management level)
"Expanding Possibilities" chaired by Robert Jones (max 30 people)
| | 15:30-16:00 | Coffee break | | 16:00-17:00 | Building Advertising Campaigns
A new choice of Case Studies and Surgeries
SURGERIES
Presenters include: Robert Jones, Wolff Olins; Juan Cabral, Fallon, UK
CASE STUDIES
Presenters include: Jennifer Francis, The Royal Academy, London; Monica da Cortà Fumei, Musei Civici Veneziani, Venice; Nigel Semmens, National Gallery, London | 17:15
17:15
19:10
| Film Sceening: "Venice & Islam"
A stunning film showing the endelible Islamic influences on Venice today and how this came to be. 53 minutes
Transfer by boat back to St Mark's Square (for participants not staying on San Servolo)
Transfer by boat from San Servolo to Peggy Guggenheim Collection | | 19:30-21:00 | The Venetian Strategy: Part 2
"Peggy's Genius"
Philip Rylands, Director, Peggy Guggenheim Collection
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.
| | | Cocktail party on the roof terrace - The collection and the exhibition can be viewed during the cocktail party | 21:00-23:00
23:00 | Gala Dinner in Peggy Guggenheim's garden
Transfer by boat from Peggy Guggenheim Collection to San Servolo | | | |
 Peggy Guggenheim Collection Friday 27 June 2008 - ENGAGE YOUR AUDIENCE
Audience Development and New Media
08:30-09:00
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Transfers from St Mark's Square (Cornoldi) to San Servolo island
| | 09:00-09:30 | Synthesis of Thursday's work by Jennifer Francis and Edward Rozzo | 09:30-10:00
10:00-10:45 | 1st keynote speech: Another View: the retail experience
Laura Pollini, former Worldwide Communications Director of Benetton during the Toscani years
2nd keynote speech : NEW MEDIA strategy
Finding opportunities, broadening ideas, understanding risks, building communities
Patrick Walker, YouTube/Google, London
| | 10:45-11:15 | Coffee break | 11:15-12:30
12:30-13:00 | 3rd keynote speech AUDIENCE DEVELOPMENT
From local to international audiences, primary and secondary publics, what is the museum's target market?
Arthur Cohen, LaPlaca Cohen, New York
"How new media and audience research can be made to work for museums"
Debate panel with keynote speakers and museum professionals
Chaired by Will Gompertz, Head of Tate Media, Tate | | 13:00-14:30 | Working lunch at San Servolo | | 14:30-15:30 | Creating and Implementing new media strategies
Choice of Case Studies and Surgeries
SURGERIES
Presenters include: Will Gompertz, Tate, London; Patrick Walker, Google/Youtube
CASE STUDIES
Presenters coming from: Chateau de Versailles, OMA (Office of Metropolitan Architecture) and Flickr
| | 15:30-16:00 | Keynote speech with Guest Speaker
| | 16:00-16:30 | Coffee break | 16:30
19:10
| Transfer by boat to St Mark's Square
Transfer by boat from San Servolo to Ca'Rezzonico (for participants staying on San servolo)
| | 19:30-20:30 | Private visit of Ca'Rezzonico (Venetian Palace and Museum of 18th century Venice) | 20:30-22:00
22:00 | Cocktail Reception at Ca'Rezzonico
Transfer from Ca'Rezzonico to San Servolo
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 Island of San Servolo Saturday 28 June 2008 - ENJOY THE SERENISSIME
11:00-13:00
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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
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