Lower Austria (Niederösterreich), Austria’s largest federal state in terms of area, is home to around 830 museums, collections, exhibition venues, memorials and themed trails. In 2019, I was commissioned by Museumsmanagement Niederösterreich to rebrand and strategically reposition the Museumsfrühling (Museum Spring) weekend.

The Museumsfrühling is the ‘showcase’ of Lower Austria’s museum landscape. 


With a more contemporary visual identity, expanded partnerships and a new communication strategy, the number of participating museums rose to 134 in the first year alone, and visitor numbers increased significantly to over 20,000.

The following years were difficult due to the pandemic. After seasons of cancellations and alternative programmes, Museum Spring made a comeback in 2023. Spread over the entire month of May, a record-breaking 160 museums awaited visitors.

Communication channels included advertisements and posters, TV commercials, social media and a folding map available at participating museums and partner institutions.

Individual on-site promotions and collaborations, such as those with the association of traditional inns or the Instagramers Austria, brought Museum Spring to new visitor groups.

2025:
After six years, Museum Spring has become an integral part of the country’s cultural calendar. In 2025, 170,000 visitors attended exhibition openings, workshops, concerts and special tours in 175 museums.