The arrival of “La Caixa” in Portugal in 2018 gave MagmaCultura the opportunity to help bring the cultural projects of the La Caixa Foundation, already established in Spain, to the Portuguese public. In just two months, we set up a structure capable of supporting a project that has attracted more than 1,570,000 visitors in 27 cities across the country.

CHALLENGE

MagmaCultura has been collaborating with the La Caixa Foundation in audience management and cultural mediation at their Spanish centers since 2006. The Foundation’s renewed trust in their project for Portugal allowed us to contribute to their commitment to education and culture by transferring a wide-reaching project to a new environment.

GOALS

We set out to accomplish three goals:

• To facilitate the Portuguese public’s access to culture and dissemination through the projects run by the ”La Caixa” Foundation.
• To apply our model of excellence for the integrated management of cultural projects, with a commitment to local talent.
• To support the ”la Caixa” Foundation in its positioning as a leading cultural agent in a new country.

TASK

We have developed two emblematic projects of the La Caixa Foundation: traveling exhibitions and outdoor art exhibitions. As those responsible for their comprehensive management, we have carried out the following functions:

• Pre-production work and support in the realm of administrative and legal aspects.
• Direct marketing actions to make the foundation’s projects more accessible to different audiences.
• Training and management of specialised teams.
• • The touring exhibition “A floresta. Muito mais do que madeira” (The Forest. Much More Than Wood) had a team accompanying the exhibition in its different venues.
  • The particularities of the various outdoor art exhibitions required a process of personnel selection and training in each of the cities. We thus promoted the development of culture professionals in each of the territories.
• Visitor services and integrated audience management.
• Cultural mediation, guided tours and educational activities.

RESULTS

Following four years of working on these projects, the results achieved by the ”La Caixa” Foundation in Portugal are highly satisfactory:

• 1.570.000 million visitors and 55.000 average visits per touring exhibition.
• Presence in 27 cities, including: Lisbon, Porto, Aveiro, Guimarães, Évora, Castelo Branco, Faro, Leiria, Viana do Castelo, Beja, Cascais, Bragança, Maia, Amadora, Guarda, Barreiro, Santarem, Setúbal, Coimbra, Matosinhos, Portimão, Viseu and Braga.
• Comprehensive management of eight exhibition lines in three different formats.
• Guided tours and cultural mediation for more than 900 groups.
• Educational services for more than 16.500 schoolchildren.
• Capacity to reach more than 3,000 education centres and 2,000 different groups.

KEY PROJECT FEATURES

• Model of excellence in the integrated management of cultural projects.
• Audience analysis and direct marketing actions.
• Acquisition and development of cultural audiences.
• Training of cultural teams.
• Expertise in educational services and comprehensive visitor services.
• Cultural tourism sensibility.