TarraWarra Museum: Holistic Marketing

• This document discusses a holistic approach to marketing at TarraWarra, emphasizing connection, place, and community

Marketing as an Orchestra Conductor

• It is important to synchronize all components
• The approach should be conducting an orchestra, where content, audience engagement, PR, digital, partnerships, and physical space create a cohesive experience
• The museum's artistic program and mission serve as the foundational melody, guiding all communication
• The museum's curators, artists, visitors, local community, and sponsors shape museum perception
• It is important to listen to the land, art, and people to create genuine narratives that resonate with the museum's DNA
• Collaboration and balance should be emphasized

Marketing as Sediment

• It is important to root ideas in the landscape
• TarraWarra is a place, an ecosystem, and a landscape of stories
• Marketing should embed ideas into TarraWarra's identity, like sediment settling

Marketing Strategy

• It is important to take a scale and sediment approach
• Marketing should build layers over time
• This creates deep, lasting engagement instead of short-lived promotional bursts
• Campaigns should evolve organically from the museum's history, land, and community
• Not all engagement needs to be massive
• The powerful connections happen in intimate experiences
• There needs to be a balance between micro perspectives of textures with macro perspectives of global cultural landscapes

Place-Based Storytelling

• It is important to connect art to the ground
• The marketing approach should dissolve the boundaries between the museum, land, and community
• All touchpoints should be an invitation to TarraWarra's world

Site-Specific Ideas

• There is a Digital Project called "Stories in the Soil"
• This storytelling series should reveal hidden connections between artworks and the landscape
• Use AR or video interviews to uncover the deep history of the land
• There is a Campaign called "Sonic Landscapes"
• Sound artists, poets, or musicians should be commissioned to interpret the landscape
• "The Land Speaks" Interactive Exhibit Teasers
• Use time-lapse videos of the landscape with slow-motion close-ups of artworks
• It should foster a sense of presence and reinforce TarraWarra's identity

Authenticity, Empathy and Slowness in Marketing

• A human-centered, slow, and deeply intentional strategy should be used TarraWarra's marketing should reflect the rhythms of nature and art
• Empathetic Engagement
• Marketing should speak with, not at, the audience, inviting them to interact with the museum

Authenticity and Transparency

• Content behind the scenes about curatorial decisions, conservation work, or the exhibitions should be offered
• Aim to foster trust and long-term royalty

Embracing Slowness

• Its marketing should embrace long-form storytelling, intimate artist profiles, and immersive visual experiences to show TarraWarra is a retreat

Weaving Community

• It is about strengthening local and global connections
• The museum exists within multiple concentric circles of influence: local, national, and international

Local Integration

• Grounded Marketing
• It is important to deepen partnerships with Wurundjeri Elders to ensure Indigenous storytelling is led by community voices
• Collaborate with Yarra Valley wineries and tourism operators to create cultural and culinary experience packages and introduce new audiences

Global Positioning

• Expanding the Scale
• Leverage media coverage like Frieze and ArtAsiaPacific to elevate TarraWarra's global cultural relevance
• Cross-promote with international biennales and art fairs, which positions TarraWarra as a destination for art lovers

Final Thoughts

• The marketing should be an ecosystem
• TarraWarra is a living, breathing cultural entity, and its marketing should reflect fluidity, depth, and interconnectedness

Mission and Vision

• Understanding of TarraWarra
• The collection was found in the 1950's by philanthropists Eva Besen AO and Marc Besen AC
• The vision was to create a space where modern and contemporary art could be celebrated

Cultural Integration

• Allan Powell designed the buildings
• Located at the Yarra Valley

Collection Strengths

• Collection for Australian art
• Such as Howard Arkley, Gordon Bennett, and Rosalie Gascoigne

The Besen Centre

• Visible storage to 300 artworks
• Accessibility and behind the scenes

Restaurant

• Features dining with countryside views

Installations

• Callum Morton, created for the 52nd Venice Biennale
• Serve as focal points

Upcoming and Biennial

• 29 March to 2025 to July 20 2025
• Exhibit contemporary trends

Educational Programs

• 24 April 2025 engaging students
• Community and education engagement

Interview Preparations

• Board includes Amy Maiden
• Director includes Victoria Lynn

Emphasizing themes

• Culture communicator
• First Nations
• Authenticity

Interviewers

• Maiden includes storytelling in Tarra Warra
• Lynn includes curatorial division

Strategy for Brand Engagement

• Digital and tourism boards
• Must-visit cultural destination in Yarra Valley

Elevator Center

• Innovative ideas

Expertise

• Coverage on Midsumma, Centre Pompidou, Ciguë
• Elevate networks

Audience

• First Nations programming
• Engage in diversity

Questions for Discussion

• Tarrawarra's location
• Artistic integrity

Strategies

• Storytelling and curators
• Audience metrics

Collaboration

• ethical
• Amplify voices

Priorities

• Diversification solutions

Director’s Perspective

• Envision your role in supporting TarraWarra's curatorial ambitions
• What areas would you like to see amplified
• What are the key priorities for TarraWarra
• Opportunities in five years