SAMoCA – Saudi Arabian Museum of Contemporary Art
YVT Consultancy developed the marketing and communications strategy for SAMoCA, a project led by the Museums Commission under the Ministry of Culture. The strategy defined the museum’s narrative positioning and audience engagement approach, enhancing visibility, broadening reach, and supporting SAMoCA’s role within Saudi Arabia’s contemporary art ecosystem. We also launched the “In the Night” exhibition, commissioned by the client, featuring 30 local and internal artists and curated by Géraldine Bloch, ensuring the project reflected both artistic excellence and strategic communication objectives across all channels.
Arts & Culture
Client
Ministry of Culture – Museums Commission
Location
Riyadh, Kingdom of Saudi Arabia
Services
Marketing & Communication Strategy, Social Media Guidelines & Management, Stakeholder Engagement, Content Development, & Activations.
Overview
The Saudi Arabian Museum of Contemporary Art (SAMoCA) is a national initiative dedicated to supporting contemporary art in the Kingdom, driving creativity, artistic expression, and cultural dialogue under the vision Art is Created, led by the Museums Commission under the Ministry of Culture. YVT Consultancy led all communication and activation planning for the launch exhibitions, including the “In the Night” exhibition, developing comprehensive communication and digital guidelines, as well as the museum’s outreach strategy, narrative positioning, and activation roadmap, ensuring alignment between its vision and its growing community.
Outcome
YVT Consultancy developed a comprehensive communication and marketing strategy that strengthened SAMoCA’s local presence and expanded its international audience reach. The project enhanced visibility through refined content planning, social media engagement, and strategic partnerships with cultural institutions. We also crafted and developed social media and brand guidelines for the museum, ensuring consistent messaging across all platforms. By employing narrative-driven storytelling and maintaining a consistent digital presence, SAMoCA’s exhibitions achieved broader public engagement and reinforced the museum’s reputation as a leading cultural platform, laying the foundation for long-term audience development.
