Case 3: Marketing Strategy of Museums: The Case of the New Acropolis Museum in Athens, Greece
During the first year of its operation, the New Acropolis Museum managed to attract more than 2,000,000 visitors, gaining the interest of national and international visitors and media, creating a positive image globally and becoming a major attraction of the city of Athens.
The purpose of the chapter is to explore the marketing mix of the New Acropolis Museum and specifically the elements: product, price, distribution, promotion, processes, physical evidence and personnel. Those elements are analysed in order to gain an understanding of the museum’s marketing strategy and to identify best practices that can be used as guidelines for other museums. An attempt was done also to examine the evaluations of the marketing mix of the museum as expressed in social media. Visitors’ comments on TripAdvisor, Facebook and other blogs have been content analysed, in order to gain an understanding of the museum’s perceived marketing strategy effectiveness.
Although understaffed and with some problems in its services, the New Acropolis Museum during its first year of operation achieved its goals: to attract global attention, to reclaim the return of the Acropolis marbles from the British National Museum, to attract more than 2,000,000 visitors and to attract and educate Greek visitors. However, the New Acropolis Museum needs to embrace a clear customer-driven philosophy in order to be managed more efficiently and effectively.
KeywordsMarketing Strategy British Museum Lower Secondary School School Group Identification Card
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