Louvre Abu Dhabi’s Reframing Museums- Launching & positioning a global digital symposium | Brunswick

Louvre Abu Dhabi’s Reframing Museums- Launching & positioning a global digital symposium

Brunswick Arts supported Louvre Abu Dhabi and New York University Abu Dhabi to maximise thought leadership and strengthen institutional positioning around their inaugural digital symposium

Brunswick Arts worked with two of Abu Dhabi’s leading cultural institutions - Louvre Abu Dhabi and New York University Abu Dhabi - to position and raise awareness for a sector-specific global digital symposium on the future of museums. We elevated the profile of key spokespeople, positioning both institutions and Abu Dhabi itself as thought leaders on new models for the arts and culture sector, promoted the quality and breadth of the symposium programme, and communicated the partners’ shared values of openness, innovation, and discussion.

To garner international, regional, and local interest, the team implemented key media partnerships across digital, broadcast, and print to create pre-event buzz for attendees and participants, as well as exclusive profiling opportunities for spokespeople. Our team worked to capture content both prior to and during the event, including teasers for media around pre-symposium workshops and a content bank of media-ready sound bites from the event.

As a result of advance media engagement, the event reached attendance capacity two weeks prior to the symposium opening. Positioning and profiling stories ensured that Abu Dhabi was recognised as the host of this virtual event. Over 60 members of the media registered and attended, and the symposium yielded over 200 articles in seven languages across 24 countries. Additionally, the team advised both partners on establishing a rich content legacy, for institutional positioning and for post-event long-lead media potential. As a result, all content from the symposium is hosted on YouTube in three languages and continues to be referenced as an evergreen resource world-wide.