The Bilbao Fine Arts Museum's marketing and promotional campaign for the recent Sacred Gold: Pre-Hispanic Art in Colombia exhibition (06/06-09/04-2011, sponsored by BBK) has won the LAUS Award for Innovation in Museum Communications.
In July, Barcelona hosted the 42nd edition of the LAUS Awards, instituted in 1964 by the arts and design promotional body FAD. Conferred in a range of categories, the awards acknowledge excellence in audiovisual and graphic design and communication, and are today an international benchmark in the field. In the same category as the Museum, the jury also distinguished the locally based Antoni Tàpies Foundation's new corporate identity.
Produced last summer by the Bilbao Fine Arts Museum and designed by Herederos de Rowan, an advertising agency in San Sebastian, the Sacred Gold campaign won the LAUS Bronze award for conceptual and formal quality, plus some eye-catching innovative features. The campaign targeted visitors staying at four- and five-star hotels in Bilbao, who found a reproduction gold ingot with an invitation to the exhibition (06/06-09/04-2011, sponsored by BBK) in their rooms.
The award extols both the Museum's enterprising advertising strategy and the combined efforts of the Museum and Herederos de Rowan to come up with some fresh, eminently creative communication ideas for museums.
In addition to receiving the Laus Prize, the Museums communication strategy, implemented through a range of exhibitions The Young Murillo, Balenciaga. On the Limits of Design, and Sacred Gold has been selected by Santos M. Mateos Rusillo, an academic and expert in cultural communication, in his >i>Communication Manual for Museums (Ediciones Trea, 2012). The Museum is singled out as an example of strategic commitment to the formulation of an unconventional model of communication defined by the concept of creativity.