Digital strategy for Palazzo Roverella

Palazzo Roverella is home to the Pinacoteca dell’Accademia dei Concordi and the exhibition space owned by the Comune di Rovigo. It is run by the Fondazione Cassa di Risparmio di Padova e Rovigo, together with the neighbouring Palazzo Roncale, which is owned by the foundation. The two venues regularly host international art exhibitions: two exhibitions per year that also have the important role of promoting the Po Delta area among a community of art lovers.

BAM! Strategie Culturali has assisted the Fondazione Cariparo with the management of Palazzo Roverella’s social media channels since September 2019, starting with the “Giapponismo. Venti d’Oriente nell’arte europea” exhibition. 

The Fondazione recently published a three-year exhibition programme for the two venues, which has been partly set back by a few months due to lockdown in order to help prevent the spread of the coronavirus.

“La quercia di Dante” exhibition, which pays tribute to the great poet, is currently running at Palazzo Roncale until 19 July, while the first major event after the summer will open in September, featuring the work of the painter Marc Chagall. Meanwhile, the “Arte e musica” exhibition will open in 2021.

A process consisting of rich and diversified visitor experiences and learning opportunities targeted at a broad cross-section of the public, accompanied by targeted digital strategies that both promote and reinforce the identity of Palazzo Roverella and Fondazione Cariparo, an institution set up to foster cultural, social and economic growth in the provinces of Padua and Rovigo.

For every exhibition in the programme, BAM! is fielding a dedicated team made up of a project manager, a social media manager, an art director and an expert in Facebook adv and Google Adwords campaigns.

The digital communication management for Palazzo Roverella begins with the context analysis and strategic development phase, which is essential for producing content suited to the targets identified for each exhibition.

The management of the channels involves a number of different phases and peaks of intensity, from the teaser phase prior to the inauguration, to the exhibition opening all the way through to its final days. Without ever losing sight of analysis and monitoring tools to ensure that the actions undertaken are still succeeding in their quest to inform, engage and involve the public.