Trans4mind Home Page
~ A Journey of Self-Discovery ~

Explore Article Library


Cross Communications and Culture

By Tom Merilahti

FROM THE ART EXHIBITION TO THE TASTE OF SENSATIONS - AND VICE VERSA

When the Museum of Finnish Art, Ateneum (since 1887) gave me the assignment to create and execute the 'Marketing Communication Concept' and to find financing for the outstanding art exhibition of the works of the national artist, Akseli Gallen-Kallela (AGK 1865-1931), I called Valio (*) and asked; What comes into your mind of the following; 'The original, inborn Finn, where international expert knowledge and high quality are connected'. The answer was; 'The corporate image of Valio' (and AGK). In just a couple of days, Valio Ltd. decided to sign a contract as the major sponsor of the exhibition.

Out from the common set of values, I created a concept, which idea was to improve 'Wine & Cheese Culture' in Finnish restaurants. The starting points were an original lunch order signed by AGK found from the archieves of restaurant K"nig (since 1892) in Helsinki, and the art-work; 'After the Opera Ball'. The art-work expresses a restaurant milieu in Paris in the turn of the millennium. With a little bit of imagination, a piece of cheese and a wine decanter can be found on the table of the restaurant.

The co-sponsors

In addition to Valio Ltd. and its premium brand, Mustaleima Emmenthal (cheese), Mouton Cadet vintage wine, Moet Chandon (champagne) and Center-Inn - a major chain of high-class restaurants in the surrounding of Ateneum, in Helsinki - was connected into the communication concept as co-sponsors. The estimation of " door-openings " into the restaurants was 400 000 during the 100 days period of the exhibition. The media sponsors were Ilta-Sanomat (daily newspaper), Classic FM and Maximedia (JCdeceaux Finland - outdoor billboards).

From the common set of values and target groups
into a bilateral co-operation between the parties

Along with the execution of the concept, the restaurants became an effective and important communication channel and a meeting place. The media sponsors activated furthermore the interactivity between the sponsors and the public, and gave strength to their own corporate and product images at the same time. The values, art-works and the theme of communication was utilised in the corporate, product and service marketing & advertising of the sponsors. The products of the sponsors - wine, cheese and champagne - was served and promoted in the opening seremony of the exhibition and in several corporate events organized in the museum and in the restaurants.

Vice Versa

Akseli Gallen-Kallela menu-tablets were designed onto the tables of restaurants consisting of the AKG-menu and exhibition facts to direct the restaurant customers to the exhibition. A small broschyre was created as the ticket of admission, represting the AGK-menu and to promote the services and products of the sponsors. The broschyre was forwarded to the guests from the museum box-offices to direct the guests to the restaurants (picture: K"nig and AGK BilBol -poster on the wall). The restaurant offered an AKG cheese-plate and wine to a very reasonable price together with the other sponsors. The waiters/waitresses were briefed in the facts of the exhibition and the sponsorship concept to discuss the case with their customers.

Execution of the program

The corporate and product labels were connected in all advertising (print, radio and outdoor), materials, cataloges, posters, tablets and broschyres, which were visually based on the art works of AGK and the facts of the exhibition and museum. The cheese experts of Valio and the chefs de cuisine of the restaurants co-operated in creating delicous portions based on cheese. Alakari Wines Ltd. (importer of wineproducts) got its products on the winelists of the restaurants.

The restaurants executed a promotion, by dealing out promotional coupons from the box-offices, and motivated the guests to return the coupons to the restaurants (a weekend for two persons to Louvre, Paris). The feedback was 35 000 returned coupons. During the 100 days period, the sales of the restaurants increased more than ever before.

Great media coverage

The media published a huge amount of articles and news stories of the exhibition and the marketing concept. Typical titles were; ' From the Art Exhibition to the Taste of Sensations' and ' Akseli Gallen-Kallela can be met even on menus '.

The succes

Together with its sponsors, Ateneum succeeded to make the public record of all times with 195 677 guest, which is still the Finnish record of art exhibitions. The exhibition was open to the public for 100 days and the feedback was in every way " quite " good.


AND EXPLORE...

Addictions
Astrology
Careers & Employment
Communication
Creativity
Dating
Depression
Diabetes
Diets
Divorce
Education
Environment
Ethics
Exercise
Family
Goal-Setting
Grief & Loss
Happiness
Health
Kids & Teens
Leadership
Love
Marriage
Meditation
Nutrition
Organizing
Parenting
Psychology
Public Speaking
Relationships
Schools
Self Help
Self Improvement & Motivation
Sexual Relations
Spirituality
Stress Management
Travel and Leisure
Women
Writing


From our extensive site, you'll find good info on many topics using this search:

Want to renew your life?

Our online, interactive video workshops present the most effective methods of holistic personal development...
Start off with a Free Life Assessment and a Free Consultation...
 

Have a question about Trans4mind Training?

Frequently Asked Questions
What Are Our Fees?
Email Peter Shepherd

Support your personal development with these popular and effective hypnosis downloads...

  • Public Speaking Fear ~ Banish speaking anxiety and nerves with hypnosis.
  • Motivate Yourself to Exercise ~ Build a powerful exercise habit that you can't break.
  • Get Rid of Fear & Anxiety ~ Stop worry and apprehension wrecking your life.
  • Self Esteem ~ Break the negative trance of low self esteem and give yourself a chance in life.
  • Create Your Own Reality ~ Use the power of your unconscious mind to transform your life.
  • Deeper Self Respect ~ Use hypnosis to connect with your true inner worth.
  • Detach From Fear ~ Tune out nervousness and anxiety with hypnosis.
  • Improving Concentration and Focus ~ Learn how to discipline, direct and command your mind to improve your performance.
  • Exercise Motivation ~ Give you powerful keys to getting back on track with your exercise - and staying there.
  • Overcoming Shyness ~ Provides an invisible security blanket allowing you to develop social ease and overcome shyness.
  • Quick Confidence Booster ~ An audio hypnosis session that's specifically designed to get you (quickly!) back on track.
  • Stop Negative Thoughts ~ Learn powerful hypnotic techniques to stop negative thoughts before they start.
  • Overcoming Procrastination ~ Let hypnosis help you get on with what you need to do, when you need to do it. Let nothing hold you back.
  • Think Thin ~ Use hypnosis to re-train your brain and lose weight naturally... that's how to get and stay slim.
  • Fall Asleep Fast ~ Relearn how to fall asleep fast and enjoy a good night's sleep.
  • The Next Level ~ Designed to radically boost your performance in any field. It's based on a technique used by top athletes and other successful people to help them make a big stride forward.
This is our selection of favorites, but there's a session for every need! Choose from over 800 Hypnosis Downloads...
Search now on an issue that interests or concerns you...
 

Welcome to the New Wave in Meditation Technology

Click here to learn more about the iAwake Profound Meditation Program
The iAwake Profound Meditation Program
is a way of enhancing your meditation practice, making meditation not only easier and more enjoyable, but also more efficient and effective.
Profound Meditation provides the smoothest, deepest, richest, most profound meditation experience available anywhere...
Here is a link to a free 20-minute track from iAwake Technologies - a sample of the type of tools that will deepen your meditation immediately and help you quickly become a successful meditator. It's the opening track of iAwake's flagship product, the Profound Meditation Program, called the iAwake Experience...
Learn More and Download the iAwake Experience
We think you'll find this technology a tremendous aid on your transformative journey of becoming your best and most creative self - and you can get started today!
And here's a fantastic resource for self-education...

The World of Inspiration eLibrary

World of Inspiration
A treasure trove of personal development wisdom

Step inside. Just like a real library, there are thousands of quality eBooks presented on three "floors" and in different "rooms." To purchase your $15 Lifetime Membership to the World of Inspiration eLibrary, click the following button:

Payment is made through our secure transaction agent, PayPal.
The transaction is in the language and currency of your choice.
"I want to just say 'WOW!' This collection is probably the best money I ever spent! I've already received many times over in personal enrichment after just 9 days. I've had a past metaphysical background, but even newcomers to this material will really benefit. Thanks again." ~ J.S. (Pennsylvania, USA)
"The collection is everything which you promised. And more! A superb contribution to the good of the world. Many thanks indeed." ~ R.P. (Georgia, USA)
"Just a short note of thanks for the library. I've only had membership for several days now but I already feel this is perhaps the most interesting compilation I have yet seen. Worth far more than the price of admission. The browser linked structure works well and makes it easy to manage such a large storehouse of information. It is rarely that I find something I like as much as this or that I feel strongly enough to write a note like this." ~ P.W. (Minnesota, USA)
Copyright © 1997-2016 Trans4mind Ltd