During this session, we will deep dive into how to reach the younger audiences with the next generation of digital marketing tools. We will do this through a success case: the Museo Nacional Thyssen-Bornemisza and its pioneering initiative #VersionaThyssen, a social media challenge that invited the museum’s digital community to craft versions of some of the collection’s top masterpieces. Museo Nacional Thyssen Bornemisza launched the first editions of #VersionaThyssen even before a pandemic, and then it became a reference followed by many other museums and cultural attractions. Rachel Grate, Head of Brand and Consumer Marketing at Tiqets, will interview Pepa Octavio, the woman who has led #VersionaThyssen, to get insights and first-hand recap of what this initiative has meant for the museum.