Before an exhibition travels the world, marketing managers must promote something that doesn’t yet exist. They must also find partners, co-producers and future hosts that must be secured very early in the process. This workshop aims to solve main problems by re-inventing, innovating and sharing best practices in order to help professionals in their decision making process. Three main topics will be discussed during the workshop: the art of working with exhibition teams and specialists when turning an exhibition project vocabulary into a marketing scheme, the art of selecting the right title and images to evoke the project, and the art of developing an appropriate multi-channel strategy marketing campaign.