With 80 Instagram photographers discovering Trajan's Markets

Over 80 photographers and Instagram influencers to discover Trajan's Markets in the unprecedented context of a night opening.

This is the experience of the Igers Italia and Igers Roma communities on 3 December as part of the #EmptyMuseum initiative.

In 12 hours, the Igers and influencers shared over 600 stories, reaching a pool of around 3 million followers.

    The data demonstrate the now central and consolidated role of social media and visual storytelling in narrating, enhancing and disseminating the beauty of the national cultural heritage to the general public.

Born on Instagram in 2013, the #EmptyMuseum initiative starts from the idea of ​​spreading an unusual image of cultural spaces, in the evening - now empty - in a new version.

The profiles that participated, each with its own thousands of followers, allowed the initiative to go viral.

    There was no shortage of surprises at the Mercati Trajanei: the actors Andrea Lami and Roberta Anna and the saxophonist Leonardo Russotto, directed by the actor and director Vincenzo Iantorno, accompanied the Igers to discover the museum by recounting the deeds of Trajan, through the reading of the text Panegyric to Trajan by Pliny the Younger, in the version of Vittorio Alfieri and Roman History by Cassio Dione and the poem Alexandros by Giovanni Pascoli.

    "The #EmptyMuseum is an important opportunity to promote Rome's artistic and cultural heritage. We strongly supported the event and allowed the organization of an exclusive night visit at the Trajan Museums reserved for Igers invited by the community, obtaining a great return of image", explained Alessandro Onorato, Councilor for Major Events, Sport, Tourism and Fashion of the Municipality of Rome.

"Just think that the top ten influencers with the most followers who will participate boast 1.6 million followers and the 95 Igers Italia communities that will relaunch the contents have over 1 million followers. The Igers will create extraordinary digital postcards of Rome, capable of generating real effects on tourism, activating a real virtuous circuit of promotion".