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Museum Card of Finland
Published on 11 December 2020
Finland
This is the good practice's implementation level. It can be national, regional or local.
About this good practice
The Museum Card gives entry to enter museums belonging to the programme with a single annual payment (price of the card 69 € 2020) There are over 300 museums all around Finland participating. The card is valid for one year and the number of visits is not limited. Buying and prolonging the validity of the card is simple and it can be done either online or in one of the museums of the network. Local campaigns can be attached to the card (e.g. discount prices for bus tickets). The card is promoted as gift item.
The income from the Museum Card is returned to the member museums according to the number of visits. A part of the total revenue is used for shared marketing and the maintenance/development of the system.
Museum Card has established a new efficient promotion platform for the discovery of “local treasures”, finding attractions around certain themes and marking the planning cultural trips easier. The card also cooperates with enterprises in tourism and transportation for the promotion of destinations.
The income from the Museum Card is returned to the member museums according to the number of visits. A part of the total revenue is used for shared marketing and the maintenance/development of the system.
Museum Card has established a new efficient promotion platform for the discovery of “local treasures”, finding attractions around certain themes and marking the planning cultural trips easier. The card also cooperates with enterprises in tourism and transportation for the promotion of destinations.
Resources needed
Operator for the card is needed. In Finland the commercial operator (non-profit) is FMA Creations Ltd. Company is in full ownership of Finnish Museum Association. 10 Emplyees. 2019 annual turnover 12 613 000 € (+33 %) reimbursed mostly to museums. 2019 annual profit 152 000 €.
Evidence of success
Monitored impact include
- Increase the number of visits to museums
- New visibility for small museums with no own marketing.
- Through increased volume & repeat visits grow the sales volume of museum shops and restaurants/cafés.
- 81 % recognition among the general public
- 300 000 cards sold dispatched 6/2019
- Customer satisfaction 4,9 (scale 1-5)
- Ticket revenue of museum up +71% 2014-2018.
- Increase in visitor numbers of museums +32% 2014-2018
- Increase the number of visits to museums
- New visibility for small museums with no own marketing.
- Through increased volume & repeat visits grow the sales volume of museum shops and restaurants/cafés.
- 81 % recognition among the general public
- 300 000 cards sold dispatched 6/2019
- Customer satisfaction 4,9 (scale 1-5)
- Ticket revenue of museum up +71% 2014-2018.
- Increase in visitor numbers of museums +32% 2014-2018
Potential for learning or transfer
The concept provides and opportunity to effectively reach wide audiences, an effective cooperation platform for raising awareness and promoting services.
The concept can be easily replicated on regional/national level.
The concept can be easily replicated on regional/national level.
Further information
Website
Good practice owner
You can contact the good practice owner below for more detailed information.
Organisation
Finnish Museum Association
Finland
Helsinki-Uusimaa
Contact
Senior advisor