How do you get people to go to a museum when they are not particularly interested in doing so? Museums are always looking for new ways to attract a wider audience. From marketing campaigns to social media strategies, there are many different approaches. One museum has come up with an innovative idea to connect with more people. Frank Cornelissen is Deputy Director and Head of Commercial Activities at the Amsterdam Museum. At the MuseumNext Marketing Summit in February 2019, he explained their strategy.