Let's Kiss Each Other to Promote Art

The students of the Understanding Consumer (Consumer Behaviour and CCT) course, presented their projects on the strategic promotion of the Francesco Hayez exhibition, hosted by Gallerie d'Italia. The projects of the participants "started from the cultural meaning of the "Kiss" painting to develop new communication strategies addressed to the millennials generation", says Professor Andrea Rurale, who organized the event and brought students to the Gallerie on November 17 with Stefania Borghini, director of the Marketing Management Master of Science.

Firstly, students made qualitative researches on the chosen target to understand what kind of ideas millennials associated with a kiss. Then they developed their marketing strategies and came to the Gallerie d'Italia to explain them to its coordinator, Giovanni Morale. "Almost every project was focused on the promotion through social media. One of the groups suggested the use of the hashtag #KissingatGallerie, aimed at encouraging visitors to share their photos on social networks", reports Vievien Chritel Vella, a student of Understanding Consumer who took part in the initiative. "Other projects were based on the use of products to recall the idea of a kiss, or love in general. For example a group suggested to put two tickets for the exhibition inside chocolate boxes", she explains. "To realize the promotion of such an important exhibition was for us a great opportunity to put into practice what we are studying".