Serlachius

Mellakka created a strategic, multi-phase marketing communications plan for Serlachius that addressed the exhibition’s different target audiences and the museum’s various channels.

Year:
2026

Scope: 
Strategic Planning, Sparring & Consultation
PR Events

BACKGROUND

In summer 2026, Serlachius in Mänttä opened an exhibition by British artist Anish Kapoor, one of the most significant contemporary artists in the world. Alongside its artistic goals, the museum aimed to strengthen its position as one of Finland’s leading contemporary art venues and to make the exhibition the art phenomenon of 2026.

HIGHLIGHTS

Mellakka created a strategic, multi-phase marketing communications plan for Serlachius that addressed the exhibition’s different target audiences and the museum’s various channels. Mellakka also ran workshops to put the plan into practice and to develop ideas together. In addition, Mellakka designed and produced a PR event in Helsinki that launched the exhibition in the capital region, particularly to journalists and influencers.

RESULTS

Although the exhibition’s highly anticipated centrepiece, created specifically for Serlachius, was delayed, the carefully built visibility propelled the exhibition to the success it was aiming for. The exhibition received extensive media coverage, and by autumn 2026 Serlachius had already surpassed the milestone of 120,000 visitors. Serlachius also shot into the top ten of Museokortti’s (the Finnish Museum Card) list of the 30 most popular museums of the summer with two of its museums. Serlachius Kartano climbed to fifth place on the respected list, right behind Helsinki’s major art museums. On the Pirkanmaa regional list, the museum took first place.

TESTIMONIAL

“Working with Mellakka was smooth, inspiring and highly professional. We gained an update and fresh perspectives on how major cultural phenomena are built in today’s media environment. It was also wonderful to see how remarkably well the target headlines we sketched out together came true in practice”.

Nea Kontoniemi
Marketing Manager
Serlachius