The experiential communication, portrait of the use in the museums of Barcelona: CCCB, La Virreina, and Moco Museum
Abstract
In the new era of communication, there is a main character between the brands’ defined strategies: experiential communication. As a brand, the museum is not an exception. The present essay raises an analysis of the use of experiential communication in Barcelona’s museum through three particular case studies: CCCB, Virreina Centre de L’Imatge and Moco Museum Barcelona. Our study establishes, not only the key elements, but an overwhelming affirmation: experiential marketing is an essential piece in the contemporary museum’s communication given its ability to satisfy the new user’s needs.
Keywords
communication, museums, Barcelona, marketing, experentialReferences
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Copyright (c) 2022 Yolanda Justicia, Maria Cristina Vergara, Juan Diego Mahecha
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