la rete museale MUA dell’Alto Tevere, che unisce 7 comuni e 21 musei presenta il programma 2025. Incontro in comune con sindaci, assessori e musei: “Un’unica valle museo, grazie al lavoro coordinato di tutti”. Una card sperimentale che, in alcuni tempi forti del turismo locale, presenti tutta l’offerta museale e culturale, permettendo al visitatore di scegliere tra musei
spazi culturali ed eventi e costruire il suo soggiorno in Alto Tevere: “al momento si tratta di un progetto sperimentale ma condiviso dai 7 comuni ed i 21 musei della rete museale dell’Alto Tevere MUA, che nella proposta con cui ha partecipato al bando della Regione dell’Umbria 2025, relativo alla legge 24/20023, ha inserito la strutturazione di un biglietto cumulativo nella forma della card, che verrà proposto in alcuni fine settimana nei periodi forti dei flussi turistici territoriali: Pasqua, Natale, Primavera, Autunno” ha anticipato l’assessore alla Cultura del Comune di Città di Castello Michela Botteghi aprendo l’incontro di sintesi sulle attività del 2024 e di anticipazione sugli obiettivi 2025, che si è svolto nella sala del consiglio comunale di Città di Castello, a cui erano presenti il sindaco di Citerna Enea Paladino, il sindaco di Monte Santa Maria Tiberina Rinaldo Mancini, il sindaco di Lisciano Niccone, Gianluca Moscioni, l’assessore di Umbertide Lara Goracci, l’assessore alla Cultura di San Giustino Loretta Zazzi, l’assessore alla Cultura di Montone David Gonfia, don Andrea Czortek, in quanto vicario della diocesi, Francesca Mavilla in rappresentanza del Castello Bufalini, Isabella Consigli di Poliedro Cultura per Pinacoteca e Garavelle, Federica Guerra di Atlante per il museo civico di Montone, Gianni Ottaviani della Tipografia Grifani Donati, Paolo Ascani per Archivio Nuvolo, Enrico Paci, dell’Archivio Paci La Tifernate.
“Il progetto MUA Musei Umbria Alto Tevere” ha spiegato Botteghi “nato con il nome di PRIMA-RIM, dal 2019, finanziato dalla Regione Umbria con il bando della legge 24/2003, ha implementato la prima infrastruttura digitale (App e sito), per accogliere vocazioni culturali ed artistiche eterogenee. Su questo sostrato sono stati progettati percorsi e itinerari tematici per la valorizzazione dell’offerta museale su scala cittadina, o tematica, consultabili nella APP, nel sito, nei social e raggiungibili dal sito di prenotazione on line. Il piano di comunicazione social ha permesso la continuità della narrazione social e l’aggiornamento permanente del sito. Il racconto, in termini di strategie comunicative coerenti e la ricerca di un minimo comune denominatore, rispettoso delle identità e al tempo stesso efficace, ha rappresentato un primo passo verso la prospettiva più volte declinata di Valle Museo come auto rappresentazione dell’Alta Valle del Tevere”. Gli interventi hanno sottolineato l’importanza di essere riusciti a creare una rete che valorizzi un territorio non omogeneo dalla mille particolarità ma unito dallo spirito che si respira: Gianluca Moscioni, sindaco di Lisciano Niccone, in particolare ha parlato del valore ambientale, che si unisce e si somma a quello culturale specialmente nel turismo green”. Enea Paladino, sindaco di Citerna, che ha lanciato l’idea di sperimentare una forma di biglietto cumulativo e coordinato, poi raccolta nel progetto 2025, ha ribadito il valore di lavorare insieme e di sviluppare la promozione museale coordinata”. Lara Goracci, assessore di Umbertide, ha parlato di una rete “per i visitatori ma anche per i cittadini, che possa far conoscere il patrimonio artistico e allo stesso tempo funga da attrattore, contribuendo alla crescita del territorio”. Fondamentale per David Gonfia, assessore alla Cultura di Montone “lo spirito di condivisione che è stato applicato al progetto permettendo di crescere sia nelle attività che nelle infrastrutture”. Rinaldo Mancini, sindaco di Monte Santa Maria Tiberina ha sottolineato l’importanza per i piccoli comuni di avere una piattaforma per veicolare le informazioni in modo omogeneo e aggiornato”. Loretta Zazzi, assessore alla Cultura del Comune di San Giustino ha parlato di “una vallata unica con flussi turistici unici, che può essere comunicata solo grazie ad un progetto complessivo”. L’incontro è servito a fare il punto sulle attività del 2024, tra le quali un video complessivo che è stato proposto per la prima vota e che sarà pubblicato a breve su social e webapp. Per le realtà museali non dotate di schermi, il touch screen fungerà da supporto per proiettare i video e minivideo realizzati su tutte le realtà della rete Sono stati inoltre realizzati totem destinati a Uffici Turistici, Musei, ingressi delle sedi istituzionali e punti centrali delle zone di pregio dei comuni e piccoli espositori e flyers pensati per le principali attività della ricezione e della ristorazione. Nel corso del 2024 è stata proposta tramite gli account MUA si Facebook e di Instagram una campagna di sponsorizzate, che ha coinvolto sia i musei che i target family e turismo verde, dal volume di oltre 250.000 impressions. Con la influencer Jessica Mammoli dell’account Instagram Parto dall’Umbria, sono stati realizzati 10 reel, molto apprezzati dalla platea dei circa 42.500 followers. Rispetto al 2025 le fasi di costruzione della MUA CARD sperimentale prevedono l’insediamento di un gruppo di lavoro nel quale esaminare le compatibilità delle strutture rispetto all’offerta della Card, la sua progettazione dal punto di vista organizzativo e contabile, l’ideazione grafica derivante dall’immagine coordinata di MUA e l’implementazione digitale nella web app, ancorata al sistema di prenotazione on line, la redazione del calendario di fine settimana in cui verrà attivata e pubblicizzata la card. Il calendario dovrà prevedere la messa in campo di iniziative specifiche finalizzate ad integrarsi con le principali manifestazioni culturali che si tengono nel comprensorio. Nell’ambito delle attività programmate dalle singole manifestazioni, i musei proporranno eventi in grado di condividere particolari aspetti legati alle singole specificità.
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