A large group of fourth-year students of our International Media and Entertainment Management programme visited the Rijksmuseum on 13 September. They were invited for the kick-off of their project: getting new visitors to the museum, target group 18 to 25 years.
The students were welcomed by Marieke de Klein, marketing manager of the museum. She told them something about the museum, before they were asked to experience the museum themselves.
Within this project students are asked to make a bench mark scan. They have to do this by performing laddering interviews with potential target audiences. After which they have to create their own brand prism for Rijksmuseum. Finally they have to make the connection to their creative concepts.
In the first week of November the end results will be presented to the Rijksmuseum.