Branding of Portugal’s ‘Sea Museums’ for a Sustainable Competitive Ecosystem: Audience Development Model for Small Museums
Research, evaluation, and testing, in a lifelong training and co-innovation partnership with a sample of ‘Sea Museums’ in the Azores, Madeira, Lisbon, Centre, Alentejo and Algarve, of an audience development model for small museums based on the integration of museum branding, visitor experience design, digital marketing and colletive brand. Evaluation of museums’ assets and management practices, development, test and dissemination of a brand management model for small museums and ecosystem. Isolation, management instability, lack of financial resources, low level of professionalism in audience development are challenges facing small museums in Europe. The ‘Sea Museum’ concept incorporates the Discoveries, seafaring, fishing (whale, cod, costal) , ways of life, technologies, architecture, boat building, fine arts. MUSAL fits the maritime heritage and integrated territorial objectives of the National Strategy for the Sea 2013-2020.
Principal Investigator (PI): Maria Isabel Alves Duarte
Co- Principal Investigator (Co-PI):Nuno Cintra Coimbra Torres
This project was selected to be funded in the last FCT 2017 Call for SR&TD Project Grants.