Marketing Workshop 2018

AEOM Marketing Workshop

June 6-8, 2018, Estonia, Tallinn

Estonian Open Air Museum


At present, museums need to pay more and more attention to advertising, selling themselves in every sense of the word. It is essential to earn income by providing high-quality services, organising public events, improving museum environment, engaging new audiences and increasing visitor numbers. Willing or unwilling, museums have become part of the modern world which constantly agitates competition for survival and success.

Therefore, marketing and PR have become an essential part of daily work at open-air museums as well. To be in constant touch with our visitors, we need to learn new marketing skills and keep on top of developments all the time.

To exchange corresponding knowledge and practices, the Estonian Open Air Museum invites members of AEOM to a specialised marketing workshop to be held on June 6–8, 2018 in Tallinn.

The first day of the workshop is dedicated to museum branding. The second day introduces modern technical solutions for enlivening the museum environment and gives some tips on how to involve social media in successful marketing. Working language of the workshop is English.


We also invite you to the POST-CONFERENCE TOUR to Tartu on Saturday, June 9, to visit The Estonian National Museum (the new building opened in 2016) and The University of Tartu Museum


REGISTRATION FEE for the marketing workshop is 200 €. The fee includes accommodation for 3 nights at Tallink City Hotel (June 5-8), breakfasts at the hotel, 2 lunches and all coffee breaks at Kolu Inn, social evening on June 7, transfer between the hotel and the open-air museum. 

The cost of the post-conference tour is not included in the basic registration fee. Participation fee for this tour is 200 €. The fee includes extra accommodation for 2 nights (June 8-10) at Tallink City Hotel, breakfasts at the hotel, transport Tallinn-Tartu-Tallinn, museum visits. 


We welcome proposals for papers concerning the following thematic section: „CREATING IDENTITY FOR A DEVELOPING MUSEUM“.

Please submit your abstracts (max 2500 characters) by March 29, 2018 to

As a contributor you will be notified no later than April 4, 2018.


Online registration to the workshop is closed. 


For additional information please contact Helena Haller:





June 5, 2018



June 6, 2018 – Programme Day 1



7.30 – 9.15 –Breakfast in the hotel

9.15 – Bus departure to the Estonian Open Air Museum

9.30-10.00 –Welcome coffee at the Kolu Inn

10.00 – Opening of the AEOM Marketing Workshop (Merike Lang, ... )


10.15-10.40 – „Creating a corporate identity for a museum. Ten years of experience in building a brand for the Estonian Open Air Museum“.

See more on websites AD Angels and A global network of independent marketing communication agencies


10.40-11.00 –Presentation II (participating museum)

11.00-11.20 – Presentation III (participating museum)

11.20-11.40 – Presentation IV (participating museum)


11.40-12.00 – Coffee break


12.00-12.20 – Presentation V (participating museum)

12.20-12.40 – Presentation VI (participating museum)

12.40-13.00 – Presentation VII (participating museum)

13.00-13.20 – Presentation VIII (participating museum)


13.20-14.30 – Lunch in the Kolu Inn


14.30-16.30 – Guided tour in the Estonian Open Air Museum


16.30 – Bus departure to the hotel

Free time, sightseeing in the Old Town of Tallinn, etc.



June 7, 2018 – Programme Day 2



7.30-9.15 –Breakfast in the hotel

9.15 – Bus departure to the Estonian Open Air Museum

9.30-10.00 – Welcome coffee


10.00-10.30 – „Using smart technology in museums“

Margus Mihhailov, Bitspinners, see more on website.

10.30-11.00 – „Virtual reality / visual communication solutions at museums“

Andrus Kõresaar. MOTOR, see more on webiste.


11.00-11.30 – Time for discussions and a coffee break

11.30-12.45 – NUMU app –interactive games in the museum exposition

12.45-13.30 – Discussion of NUMU app. Exchange of experience about using technology.

13.30-14.30 – Lunch at the Kolu Inn


14.30-15.00 – „Using social media in marketing“.

Case study.

15.00-16.00 – Discussion. Examples from participating museums.


16.00 – Bus departure to the hotel and free time

18.30 – Bus departure to the Estonian Open Air Museum

19.00-22.00 – Dinner and entertainment at the Kolu Inn

22.15 – Bus departure to the hotel



June 8, 2018 – Programme Day 3



7.30-9.15 –Breakfast in the hotel

9.15 – Bus departure to the museums

9.30-12.30 – Estonian Film Museum and Estonian History Museum (new expositions)

13.00-13.45 – Lunch at participant's own expense

13.45-15.15 – Seaplane Harbour

15.15 – Bus departure to the hotel


Free time in Tallinn.


June 9, 2018 – Optional visit to Tartu

Visiting The Estonian National Museum (the new building opened in 2016) and The University of Tartu Museum