Conference Alert: New Media

From H-Museum:

New Media: Reaching wider audiences and improving the visitor experience
The 7th International Communicating the Museum Conference
Madrid, Spain
4 - 7 July 2007

The 7th edition of Communicating the Museum - the leading international networking conference for communications professionals - is to be held in Madrid from 4 to 7 July 2007 under the chairmanship of Will Gompertz, Tate's Director of Tate Media.

Focusing on the ever more important role that innovation plays in museums' communications strategies, "New Media New Audiences: How to reach wider audiences and improve the visitor experience" is this year's main theme of this unique networking forum. During two days, Communicating the Museum will take place at the Museo Nacional del Prado, the Museo Nacional Centro de Arte Reina Sofia, and at the Museo Thyssen-Bornemisza, the three leading institutions in Madrid, partners of the conference.

Keynotes speeches, panel debates, case studies, business workshops as well as private guided tours and a Gala Dinner will give participants the opportunity to encounter leading world experts as well as colleagues in order to listen, learn, exchange and network.
This year, a special delegation of Chinese museums from Beijing, Shangaï and Taïwan will bring to the conference a special insight into the current trends in Asia. Also, for the very first time, a Prize for the "Best Media Initiative" will be awarded during the Gala Dinner at the Retiro Park.

The Communicating the Museum conference aims to bring together arts and museum communications professionals from Europe and beyond. It has become a unique networking forum where counterparts from press, marketing, and public relations departments of different cultural institutions can meet, discuss and exchange ideas and experiences around a specific theme. The conference is organised by Agenda and is the brainchild of Corinne Estrada, Director of Agenda and Damien Whitmore, Director of Public Affairs at the V&A Museum. In 2006, the conference was held in Rotterdam, with more than 250 participants attending from 20 countries.

Simultaneous translation in English / Spanish for all keynote speeches

There will be an opportunity for questions after each keynote presentation.

Programme (Subject to change)

Wednesday 4 July 2007

12.00 - 19.00 Registration of delegates at Reina Sofia

16.00 - 18.00 Rendez-vous at the Reina Sofia for:
- Private viewing of the film The Travel of Guernica from MoMA to Reina Sofia
- Presentation from Malaga, including a piano recital (for four hands)

20.00 - 22.00 Welcome Cocktail at Thyssen-Bornemisza

20.10 - 20.15 Welcome to the conference
Corinne Estrada, Managing Director, Agenda Paris

20.15 - 20.20 Bienvenido a Madrid
Carlos Fernández de Henestrosa, Managing Director, Thyssen-Bornemisza
Guillermo Solana, Chief Curator, Thyssen-Bornemisza

20.20 - 20.30 Why New Media?
Aims of the conference and overview of the two days
Will Gompertz, Director of Tate Media, Tate London

20.30 - 21.30 Buffet dinner

21.30 - 23.00 Private guided tour of the Thyssen-Bornemisza Collection - in English and Spanish

Thursday 5 July 2007
Reina Sofia Auditorium

New media, new world

09:00 - 09:30 Welcome coffee

09.30 - 09.35 New Media, new world
Corinne Estrada, Managing Director, Agenda Paris

09.35 - 09.40 Digital native or digital immigrant?
Film by Guillaume Juhugian, France Television

09.40 - 09.50 The vision of the Reina Sofia
Ana Martinez de Aguilar, Director, Reina Sofia Madrid

09.50 - 10.30 New Media: the sociological approach
How new media can lead the way in refreshing, re-building and strengthening the uniqueness of the relationship between museum and visitor
Bernard Stiegler, Director of Cultural Development, Centre Pompidou Paris

10.30 - 11.00 Responding to the challenge
What's happening in new media at the Tate and other museums?
Will Gompertz, Director of Tate Media London

11:00 - 11.30 Coffee break

11.30 - 12.00 A break with the past - media on-line
Mapping the variety of new relationships between print, radio, TV and the internet
Mario Tascón, Director general de Contenidos de Prisacom and El Paí, Madrid

12.00 - 12.30 New media as part of overall strategy
Cristina Alovisetti, Managing Director of Sociedad Prado Difusión, Museo del Prado Madrid

12.30 - 13.00 Panel Discussion: The globalisation of culture and its impact on museums
Panel discussion including all keynote speakers

13:00 - 14:30 Lunch on the terrace of the new extension, Reina Sofia

Case studies - Knowledge sharing
14.30 - 15.30 Case studies in the 3 museums - the Reina Sofia, the Prado and the Thyssen-Bornemisza
15.30 - 16.15 Coffee break and transfer to second case study
16.15 - 17.15 Case studies in the 3 museums - as above
17.30 - 19.00 Private guided tour of the Reina Sofia Collection and architectural overview - in English or Spanish

20:30 Transfer to Gala dinner
21:00 - 21:30 Cocktail
21:30 - 23:30 Gala dinner & Award ceremony for the best museum website at Cecilio Rodriguez Garden
23:30 Transfer back to the hotel

Friday 6 July 2007
Reina Sofia Auditorium

New media, fresh perspectives

09:00 - 09:30 Coffee at the Reina Sofia

09.30 - 09.40 New media, fresh perspectives
Will Gompertz & Corinne Estrada

09.40 - 10.20 How to monitor the value of new media
Beatriz Fernandez de Bordons, Managing Director, Zed Digital Madrid

10.20 - 11.00 Maximising impact with on a small budget - guerrilla marketing
Vincent Argudo, Scanner, Barcelona

11:00 - 11.30 Coffee break

11.30 - 12.00 Enriching the visitor experience and building long-term relationships
Dr Nancy Proctor, Director, The Gallery Channel Audio Media Development Manager, Antenna Audio Paris

12:00 - 12:30 Panel Discussion: How has new media changed the way museums spend their communications budget?
What percentage of the budget to spend on digital media compared to print and why? What works and what doesn't and how do we know?
Panel discussion including keynote speakers
Nigel Semmens, Head of Communications, the National Gallery
Miriam García Armesto, Head of Communication, Reina Sofia
Claire Eva, Head of Marketing, Tate

12.30 - 14.00 Business workshops & Networking Forums
Lunch on the terrace of the new extension, Reina Sofia

Case studies - Learning from experience
14:15 - 15.15 Case studies in the 3 museums - the Reina Sofia, the Prado and the Thyssen-Bornemisza
15.15 - 16.00 Coffee break and transfer to second case study
16:15 - 17:15 Case studies in the 3 museums - as above
20:15 - 22:00 Farewell Cocktail at the Prado

Private guided tour of the Prado

Saturday 7 July 2007
Discover Madrid: a choice of four tours - in English or Spanish

Guided tour of Historical Madrid, including the Royal Palace (2 hours, by foot, free of charge)
Guided tour of Contemporary Madrid; including art galleries and architectural sites (2 hours, by coach, free of charge)
Half-day visit to El Escorial (additional charge to be advised)
Guided tour "Capitan Alatriste" - a different way to discover Madrid (2 hours, minimum 10 participants, 10€)


For enquiries about the conference, contact:

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