Content • Concept• Description• Goals• Target group• Budget• Marketing• Communication• SWOT• Pictures of the tour

Concept• Connection between art and language• What: an interactive tour to learn twenty Dutch words +

cultural history of Leuven.• For: International students• Where: Museum M • When: 19 april 2012

Description • Five artworks• Four Dutch words: one about art, three usefull words for daily

life + sentences • Booklet• Guided tour through permanent collection• Interaction by little tasks• Tour in English

Goals• Stimulate interest in Dutch language• Artistic • Cultural • Social • Intercultural

Target group• International students • English• New target group for M

Budget• Costs• Promotion• Booklets• Drinks• Guide• Entrance museum

• Revenue• Participation tour• Subsidy KU Leuven: Commissie Cultuur• Contribution museum M

Marketing• Similarities marketing M• Unique concept• Communication adapted to the target group• Multilingual communication• Partners• Promotion by visitors• Stimulating environment

• Suggestions • Guided tours in other languages• Collaboration with international organisations

Communication• Reaching the target group• Media• Social media• Radio, tv and print

SWOT• Strengths• Playful + interactive• Needs of the international students• New target group for M• Collaboration with M• Evaluation form• M-cafe

• Weaknesses• Only 4 English-speaking guides• English project• Date of the tour• No difference between beginners and advanced• Personal approach• Words were not tested

SWOT• Opportunities• Unique tour• Increase of international students at KU Leuven• Collaboration Pangaea

• Threats• Change of collection• No subsidy

The Tour