The acquisition of the Vivarini by theMusée des Beaux-Arts de Tours is a textbook case: an exceptional artwork, a unique opportunity, a decisive bequest... and an exemplary patronage campaign.
In just twenty minutes, discover how the museum rallied audiences, businesses, donors, and media around an ambitious heritage project, driven by powerful communication and remarkable collective engagement.
A hands-on case study to understand how a museum can turn an acquisition into a true lever for visibility, civic participation, and new resources.
