Lombardy 2018 Exhibitions Campaign

strong advertising

A straightforward message, to better promote the Museums Subscription card in view of the new season of major exhibitions: this is the new project for Abbonamento Musei.

The greatest challenge of the Abbonamento Musei association is to replicate in Lombardy the enormous success achieved during the last twenty years in Piedmont, where the Museums Subscription card is now a consolidated product.

The rich calendar of exhibitions scheduled for 2018 — including Raffaello, Tiziano, Kerouac and Steve McCurry — presented a unique occasion to establish the initiative in the region.

Bellissimo seized this opportunity, renewing its contribution to the vast strategic promotion plan.

Simplicity and clarity, expressed with graphic and typographic experimentation. This is Bellissimo’s choice for bringing out the value of the card — the easiest way to access all exhibitions.

Each subject promotes a different exhibition through an original lettering. The text unveils one of the masterpieces on show: a solution of great visibility and visual representation of how the subscription allows to discover art.

The claim "Don’t miss the masterpieces of 2018" is very straightforward, to further strengthen the impact of the campaign.

The 2018 exhibitions campaign is only the most recent project of a long collaboration between Bellissimo and Abbonamento Musei, started in 2012.

Bellissimo oversaw the restyling of the coordinated image for the Turin Piedmont and Lombardy Milan networks, as well as the project of the magazine Lettera dei Musei, the 2014 and 2016 brochures and the design of the 2016-2017 Lombardy campaign.

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