Using artwork to market stakeholder-sensitive heritage exhibitions: A case study

This paper examines how a museum collaborated with a well-known artist to mount an exhibition designed not only to attract public and media attention, increase visitor numbers and generate income; but also to communicate... [ view full abstract ]

This paper examines how a museum collaborated with a well-known artist to mount an exhibition designed not only to attract public and media attention, increase visitor numbers and generate income; but also to communicate certain types of messages to visitors which were not readily transmitted through more conventional means. The venue in question was an army museum that, as well as displaying military objects, was additionally required to present narratives relating to ‘contemporary soldiering’. Often, these narratives were emotionally disturbing and covered sensitive issues to do with rehabilitation, homelessness, substance abuse, etc. However, the communication of messages concerning these matters could not be allowed to conflict with other aspects of the museum’s mission to educate and inform about orthodox military affairs. Interviews were conducted with senior managers at the venue, operational staff and members of the museum’s governing council. Documents from internal meetings were analysed. The study compared extant theories of inter-organisational collaboration with actual management practices within the museum. Among other things, the investigation explored the aims of the partnership, the problems and barriers encountered, evaluation methods, factors contributing to the success of the collaboration, and the lessons learned from the experiences of each of the participating organisations.