How to make the Finnish Art Museum more interesting to new target groups?


Ateneum art museum was celebrating its 125th birthday with a solid existing client base. Our task was to think how Ateneum would attract new target groups to visit the exhibitions, but still remain relevant for the core audience.


An omni-channel solution that emphasises online engagement and uses the museum and its surroundings as a media.


Ateneum is an art museum in Helsinki and one of the three museums forming the Finnish National Gallery. It has the biggest collections of classical art in Finland.

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  • Superson has planned the exhibitions’ marketing communications actions together with Ateneum since 2014.
  • Ateneum has exceeded the exhibition-specific visitor targets since 2014.
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