{"id":5468,"date":"2022-01-19T09:06:43","date_gmt":"2022-01-19T08:06:43","guid":{"rendered":"https:\/\/alexandrecenis.com\/?p=5468"},"modified":"2022-01-19T09:06:43","modified_gmt":"2022-01-19T08:06:43","slug":"musee-o-mon-musee","status":"publish","type":"post","link":"https:\/\/alexandrecenis.com\/index.php\/2022\/01\/19\/musee-o-mon-musee\/","title":{"rendered":"Mus\u00e9e \u00d4 mon mus\u00e9e"},"content":{"rendered":"<p style=\"text-align: justify;\">Bien le bonjour le monde digital !\u00a0 Jeu du Mercredi : nommez trois mus\u00e9es de t\u00eate. Si votre liste comprenait le Louvre, le Met, le MoMA ou la Tate Modern, nous sommes bien. A Lyon, il y a aussi le mus\u00e9e des Confluences, celui de l&rsquo;imprimerie, de la r\u00e9sistance, des Beaux-Arts, le MAC et bien d&rsquo;autres encore. Justement, comment faisons-nous pour citer des mus\u00e9es dans lesquels parfois, nous ne sommes jamais all\u00e9s ? CAR ils font parler d&rsquo;eux.<\/p>\n<p style=\"text-align: justify;\">Ces institutions ont int\u00e9gr\u00e9 avec succ\u00e8s leur image de marque unique dans notre conscience culturelle. Comment ? En utilisant intelligemment les logos, le design et certaines des meilleures campagnes de marketing de mus\u00e9e qui ont ciment\u00e9 leur espace dans l&rsquo;industrie. D&rsquo;ailleurs, quelles sont les 3 \u00ab\u00a0meilleures\u00a0\u00bb campagnes de communication pour un mus\u00e9e ? Venez, on va voir cela ensemble, allez : Com&rsquo; with me !<\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/1199232241&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true&amp;visual=true\" width=\"100%\" height=\"300\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/p>\n<p style=\"text-align: justify;\">Alors que la plupart des gens n&rsquo;aiment pas consid\u00e9rer les mus\u00e9es comme une industrie, c&rsquo;est exactement ce qu&rsquo;ils sont. En 2019, l&rsquo;industrie des mus\u00e9es a r\u00e9colt\u00e9 21 milliards de dollars dans le monde gr\u00e2ce \u00e0 l&rsquo;achat de billets, aux \u00e9v\u00e9nements et aux dons &#8211; et elle n&rsquo;a pas r\u00e9ussi cela en accrochant quelques peintures, en collectant des artefacts et en l&rsquo;appelant un jour.<\/p>\n<p style=\"text-align: justify;\">Le marketing est impliqu\u00e9 depuis le tout d\u00e9but.\u00a0La pand\u00e9mie de coronavirus et les verrouillages qui en ont r\u00e9sult\u00e9 ont forc\u00e9 les mus\u00e9es du monde entier \u00e0 reconsid\u00e9rer leurs strat\u00e9gies de marketing, ce qui a abouti \u00e0 certaines des campagnes de marketing des mus\u00e9es les plus originales jamais r\u00e9alis\u00e9es.<\/p>\n<p style=\"text-align: justify;\">De nombreux mus\u00e9es ont mis leurs collections en ligne, mais le Met, le Getty Museum et le Cincinnati Art Museum sont all\u00e9s plus loin et ont rendu leurs collections disponibles sur le jeu Nintendo bien-aim\u00e9 Animal Crossing. En 2020, certains des mus\u00e9es d&rsquo;art les plus c\u00e9l\u00e8bres du monde ont permis aux joueurs d&rsquo;ajouter des \u0153uvres de leurs collections \u00e0 leur jeu Animal Crossing: New Horizons.<\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/8AkEFot5UF0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p style=\"text-align: justify;\">En plus de servir de coup marketing digne de gros titres, un geste comme celui-ci m\u00e9rite des \u00e9loges car il ouvre les mondes de l&rsquo;art et des mus\u00e9es \u00e0 un nouveau public qui pr\u00e9f\u00e8re g\u00e9n\u00e9ralement leurs \u00e9crans \u00e0 la toile. Et \u00e0 une \u00e9poque o\u00f9 les mus\u00e9es cherchent constamment \u00e0 attirer un public plus jeune, des campagnes de marketing comme celle-ci sont une aubaine pour l&rsquo;industrie.<\/p>\n<hr \/>\n<p style=\"text-align: justify;\">Pour c\u00e9l\u00e9brer le quincentenaire de la mort de L\u00e9onard de Vinci, le Louvre \u00e0 Paris a balay\u00e9 les foules estivales avec leur exposition la plus ambitieuse \u00e0 ce jour: un grand nombre d&rsquo;\u0153uvres de Da Vinci en un seul endroit. Plus de 160 peintures et dessins de l&rsquo;\u00e9poque de la Renaissance ont attir\u00e9 plus d&rsquo;un demi-million de visiteurs \u00e0 cette exposition unique en quatre mois. C&rsquo;\u00e9tait l&rsquo;une des expositions d&rsquo;art les plus \u00e0 succ\u00e8s de 2019 et nous n&rsquo;attendions rien de moins du Louvre.<\/p>\n<p style=\"text-align: justify;\">Apr\u00e8s tout, ils ont certaines des meilleures campagnes de marketing mus\u00e9ales de la plan\u00e8te. Le battage m\u00e9diatique a \u00e9t\u00e9 construit avant l&rsquo;exposition, il \u00e9tait \u00e9tiquet\u00e9 avec une entr\u00e9e chronom\u00e9tr\u00e9e, et les m\u00e9dias \u00e9crivaient \u00e0 ce sujet bien avant la semaine d&rsquo;ouverture, le comparant m\u00eame \u00e0 la collaboration du Louvre en 2018 avec Beyonc\u00e9 et Jay-Z qui a mis le mus\u00e9e sur la carte parmi les jeunes visiteurs.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5469 size-full\" src=\"https:\/\/alexandrecenis.com\/wp-content\/uploads\/2022\/01\/5b5f8354-66c7-11e9-9f79-0e7266730414.jpg\" alt=\"\" width=\"864\" height=\"576\" srcset=\"https:\/\/alexandrecenis.com\/wp-content\/uploads\/2022\/01\/5b5f8354-66c7-11e9-9f79-0e7266730414.jpg 864w, https:\/\/alexandrecenis.com\/wp-content\/uploads\/2022\/01\/5b5f8354-66c7-11e9-9f79-0e7266730414-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 864px, 100vw\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5471 \" src=\"https:\/\/alexandrecenis.com\/wp-content\/uploads\/2022\/01\/cover-r4x3w1000-5db074f19a8b2-exposition-leonard-de-vinci.jpg\" alt=\"\" width=\"864\" height=\"648\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5470 \" src=\"https:\/\/alexandrecenis.com\/wp-content\/uploads\/2022\/01\/BeFunky-collage-1-1024x601-1.jpg\" alt=\"\" width=\"879\" height=\"516\" \/><\/p>\n<hr \/>\n<p style=\"text-align: justify;\">MoMA, The Met, le V&amp;A &#8211; ces mus\u00e9es n&rsquo;ont m\u00eame pas besoin de leur nom complet pour \u00eatre reconnus. Leurs initiales suffisent \u00e0 \u00e9voquer des notions de ce qu&rsquo;elles repr\u00e9sentent dans le domaine de l&rsquo;art et de la culture. Certes, une grande partie de cela est attribu\u00e9e \u00e0 l&rsquo;histoire et \u00e0 la r\u00e9putation de ces mus\u00e9es, ainsi qu&rsquo;\u00e0 des campagnes publicitaires r\u00e9ussies dans les mus\u00e9es. Mais des institutions encore moins connues se sont bravement \u00e9cart\u00e9es des conventions des mus\u00e9es traditionnels et ont choisi d&rsquo;\u00eatre reconnues \u00e0 travers des signifiants simples et symboliques.<\/p>\n<p style=\"text-align: justify;\">Tout au long de 2019, un mus\u00e9e sans pr\u00e9tention en Norv\u00e8ge travaillait tranquillement, attendant de faire sa marque dans le monde de l&rsquo;art fastueux. Le mus\u00e9e Munch fond\u00e9 en 1963 \u00e0 Bj\u00f8rvika, Oslo, devrait rouvrir en 2021 avec un identit\u00e9 de marque enti\u00e8rement nouvelle. Le concept de rebranding est bas\u00e9 sur \u00ab\u00a0l&rsquo;effet d&rsquo;entra\u00eenement\u00a0\u00bb, qui vise \u00e0 r\u00e9sumer comment Edvard Munch, un artiste solitaire d&rsquo;un pays froid nich\u00e9 dans l&rsquo;h\u00e9misph\u00e8re nord, a secou\u00e9 le monde de l&rsquo;art avec ses pi\u00e8ces catalytiques.<\/p>\n<p style=\"text-align: justify;\">Le logo joue sur une interpr\u00e9tation vectoris\u00e9e d&rsquo;une ondulation et pr\u00e9sente une police audacieuse et nette. Le processus de changement de marque \u00e9tait un art appliqu\u00e9 avec fonction et cr\u00e9e un mus\u00e9e qui cherche \u00e0 \u00eatre visit\u00e9 dans un paysage concurrentiel plus large.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5472 size-full\" src=\"https:\/\/alexandrecenis.com\/wp-content\/uploads\/2022\/01\/97bd5f54114967.594d6bc1eb8e1-1024x512-1.png\" alt=\"\" width=\"1024\" height=\"512\" srcset=\"https:\/\/alexandrecenis.com\/wp-content\/uploads\/2022\/01\/97bd5f54114967.594d6bc1eb8e1-1024x512-1.png 1024w, https:\/\/alexandrecenis.com\/wp-content\/uploads\/2022\/01\/97bd5f54114967.594d6bc1eb8e1-1024x512-1-980x490.png 980w, https:\/\/alexandrecenis.com\/wp-content\/uploads\/2022\/01\/97bd5f54114967.594d6bc1eb8e1-1024x512-1-480x240.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bien le bonjour le monde digital !\u00a0 Jeu du Mercredi : nommez trois mus\u00e9es de t\u00eate. Si votre liste comprenait le Louvre, le Met, le MoMA ou la Tate Modern, nous sommes bien. A Lyon, il y a aussi le mus\u00e9e des Confluences, celui de l&rsquo;imprimerie, de la r\u00e9sistance, des Beaux-Arts, le MAC et bien [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":5477,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[113],"tags":[114,240,2052,2053,2054],"class_list":["post-5468","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication","tag-communication","tag-marketing","tag-musee","tag-notoriete","tag-public"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mus\u00e9e \u00d4 mon mus\u00e9e - Alexandre Cenis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/alexandrecenis.com\/index.php\/2022\/01\/19\/musee-o-mon-musee\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mus\u00e9e \u00d4 mon mus\u00e9e - Alexandre Cenis\" \/>\n<meta property=\"og:description\" content=\"Bien le bonjour le monde digital !\u00a0 Jeu du Mercredi : nommez trois mus\u00e9es de t\u00eate. Si votre liste comprenait le Louvre, le Met, le MoMA ou la Tate Modern, nous sommes bien. A Lyon, il y a aussi le mus\u00e9e des Confluences, celui de l&rsquo;imprimerie, de la r\u00e9sistance, des Beaux-Arts, le MAC et bien [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/alexandrecenis.com\/index.php\/2022\/01\/19\/musee-o-mon-musee\/\" \/>\n<meta property=\"og:site_name\" content=\"Alexandre Cenis\" \/>\n<meta property=\"article:published_time\" content=\"2022-01-19T08:06:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/alexandrecenis.com\/wp-content\/uploads\/2022\/01\/271848856_495943611951785_5590416818509636046_n.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1224\" \/>\n\t<meta property=\"og:image:height\" content=\"1512\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin8497\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@alexandrecenis\" \/>\n<meta name=\"twitter:site\" content=\"@alexandrecenis\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin8497\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/alexandrecenis.com\\\/index.php\\\/2022\\\/01\\\/19\\\/musee-o-mon-musee\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/alexandrecenis.com\\\/index.php\\\/2022\\\/01\\\/19\\\/musee-o-mon-musee\\\/\"},\"author\":{\"name\":\"admin8497\",\"@id\":\"https:\\\/\\\/alexandrecenis.com\\\/#\\\/schema\\\/person\\\/cb034178deaf60a8602f9c700c5b1c83\"},\"headline\":\"Mus\u00e9e \u00d4 mon mus\u00e9e\",\"datePublished\":\"2022-01-19T08:06:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/alexandrecenis.com\\\/index.php\\\/2022\\\/01\\\/19\\\/musee-o-mon-musee\\\/\"},\"wordCount\":803,\"image\":{\"@id\":\"https:\\\/\\\/alexandrecenis.com\\\/index.php\\\/2022\\\/01\\\/19\\\/musee-o-mon-musee\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/alexandrecenis.com\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/271848856_495943611951785_5590416818509636046_n.jpg\",\"keywords\":[\"communication\",\"marketing\",\"mus\u00e9e\",\"notori\u00e9t\u00e9\",\"public\"],\"articleSection\":[\"Communication\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/alexandrecenis.com\\\/index.php\\\/2022\\\/01\\\/19\\\/musee-o-mon-musee\\\/\",\"url\":\"https:\\\/\\\/alexandrecenis.com\\\/index.php\\\/2022\\\/01\\\/19\\\/musee-o-mon-musee\\\/\",\"name\":\"Mus\u00e9e \u00d4 mon mus\u00e9e - 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