Abbonamento Musei Launches Literary Contest #AMambassador with Scuola Holden

The Italian museum membership association Abbonamento Musei has launched #AMambassador, a literary contest in collaboration with Scuola Holden. The initiative invites subscribers to write short stories about their museum experiences, aiming to reconnect audiences with cultural spaces after pandemic closures. Submissions open from February 1 to 28, 2021, with texts of up to 1,800 characters and optional photos. Two students from Scuola Holden will join the jury selecting three weekly stories (one per region: Piedmont, Lombardy, Valle d'Aosta) for publication on social media. The four best stories win an 'ambassador kit' of Abbonamento Musei gadgets. The contest is part of broader engagement efforts including Instagram live streams with museum directors and the AMplify information channel. Simona Ricci, director of Abbonamento Musei, emphasized the goal of collecting visitors' stories. The network includes 450 cultural institutions across the three regions.