Communicating the communication: an experience in cultural and social campaigns

From the marketing perspective advertising materials and marketing campaigns and publications such as books, CD-ROMs, brochures, flyers, posters could play a central role in collecting directly or indirectly more incomes to sustain all the museum's activities and should be therefore promoted. For example, posters and photos can easily be made available in digital forms to a vaster audience on the museum's website. In this paper we present some innovative tools developed while designing a new portal for the promotion of a database of campaigns of social communication. We focus on strategies for querying and browsing the digital materials in new, engaging ways, with a particular attention to younger generations accustomed to the digital medium. To this end, we have developed innovative tools able to query and browse the database, and display the results using information automatically extracted from both images and texts.