Fotografiemuseum Amsterdam asked Vandejong to develop their entire communication strategy and to ensure familiarity with the museum among a large and wide audience.
Insight & strategy
Budget cuts in culture force museums to rethink their business model. Traditional museums no longer meet the needs of a new generation of visitors and must redefine themselves. We looked at the museum as a business and a brand.
Vandejong developed a ‘museum-total concept’ that focuses entirely on strengthening the relevance of the museum for the city, the world of photography, the public and other institutions. The concept turns the traditional image of a museum upside down. All means of communication are seen as an extra exhibition. The city is used as an exhibition space. The name of the museum has logically originated within the concept: Foam. Light and accessible, traceable to Fotografiemuseum Amsterdam and internationally usable.
Result & impact
– Visitors: from 36,000 to over 200,000– Set up investment fund for companies and individuals (Foam fund). The annual dividend paid to the shareholders consists of a print of a talent that has been shown at Foam. This let to a cooperation of 15 years together with Foam.
– We developed several other projects in cooperation like: ‘Fotograaf des vaderlands’ and ‘Fotoweek’.
– Everything is aimed to make photography more accessible to a larger audience, without compromising content and quality. For instance by producing internationally distributed magazines instead of catalogues.