Why do Dutch people often ignore the churches in their own country, yet visit every historic place of worship while on holiday? This was the question that prompted the idea of making Dutch churches more inviting to day-trippers; not necessarily regular churchgoers, but people interested in the rich history and story behind the church. Last year, Museum Catharijneconvent and design agency Fabrique teamed up to develop the concept, website and new graphic identity for ‘The Greatest Museum in the Netherlands’. An audio tour and additional information shares stories about the hidden church treasures of thirteen remarkable churches and synagogues. Dutch churches contain a unique collection and now, together, form the largest museum in the Netherlands – also literally, in square metres, art treasures and visitors.

The jury feels that the (communication) strategy and execution of this project are a perfect fit. It is astonishing to see how a traditional institution can acquire new meaning by involving the right partner and new technology. All of this was founded on the museum’s clear-sighted vision, which was translated into an engaging consumer proposition. This, through the choice of partner and collaboration, results in an equally exciting story and outcome. Museum Catharijneconvent significantly expanded its current target group by sharing its story with audiences far beyond its walls. Moreover, what better place to tell the history of Christianity than in those places where that history actually happened.