Expanding the in-person experience
Today, encounters rarely end in the moment. Audiences expect to capture, share, and revisit experiences online. For De Nieuwe Kerk, this meant that The roof of Amsterdam didn’t stop at the rooftop, it continued as a story shared across social media. That kind of sharing extends the experience while also giving the church something invaluable: authentic word of mouth. After all, who better to promote an experience than a happy visitor? We were excited to see many sharing their point of view. In terms of museum social media best practices, this is a reminder that every great on-site experience has a digital afterlife.
Storytelling
At Bubble Shooters Network, we saw The roof of Amsterdam as an invitation to weave three perspectives together on behalf of De Nieuwe Kerk: the renovation process, the museum’s own voice, and the experiences of visitors. These stories came together under a ‘one-time-only’ campaign for 750 Years of Amsterdam, produced in collaboration with Trip To The Moon Films. The campaign video placed the in-person experience centre stage.
From the top through the door
Which brings us back to our earlier question: can De Nieuwe Kerk turn experience-seeking rooftop climbers into exhibition visitors? We believe so. A positive, memorable experience creates a sense of connection to a place, and that makes people more open to future interactions. De Nieuwe Kerk’s exhibitions are designed as accessible introductions to inspiring people and cultures, so there’s a natural bridge.
The key is to strategically create a line of communication: collecting email addresses, welcoming new social media followers, and creating retargeting audiences for paid campaigns. With these tools you can continue to engage people and invite them back through the door.
A place to create happy memories
Not every institution has the chance to turn a renovation into a visitor experience. But what historic churches share with many museums and monuments is a beautiful setting. The question is: how can features like a relaxing café, a blossoming garden, or striking architecture become low-threshold entry points for people who might not see themselves as museum visitors, but do enjoy a special experience?
For every cultural institution, it’s worthwhile to be associated with happy memories. Moments like this feel generous, and we echo that the success of projects like The roof of Amsterdam lies at the heart of museum engagement: opening doors, sparking emotions, and creating memories that last. For professionals working in museum marketing or shaping social media strategies for museums, it’s important to realise that engagement is as much about emotion and memory as it is about reach and visibility.
