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The object of the research project “myEleusis: myesis into Eleusis of the Past through Modern Eyes” was the initiation of the visitor into ancient Eleusis and its Mysteries (before–during–after the visit) through an integrated, experiential experience, with the assistance of a multifaceted set of contemporary digital systems that “embrace” them inside and outside the site. Taking this focus as a guiding principle, the communication of the project was shaped in such a way as to invite the (prospective) visitor into a gradual, preparatory process of initiation before the visit to the archaeological site and the museum of Eleusis, creating the appropriate ground for a holistic viewing and experiencing of ancient Eleusis and the Mysteries.
Just as the members of the priestly families of the Eumolpidae and the Kerykes undertook to prepare the initiands as mystagogues, so too the communication strategy of the project was formed in a similar way, having as its point of reference both well-founded archaeological information and the contemporary needs and references of the public. In this way, the website, the press releases, the audiovisual material, the texts and the project’s social media accounts function as a prologue to the visit, introducing the public to the Mysteries before they find themselves on site, but also as an extension, continuation and deepening of that visit.
The success of this mystagogical approach was based on a series of clear and targeted axes that determined the direction and scope of the project’s communication. Taking as a compass the decisive role of communication in the democratization of cultural knowledge and making use of in-depth research concerning the grouping and targeted approach to different categories of population, the dissemination of the project was carried out in a horizontal way towards all interested sectors.
Thus, instead of a single categorization that does not adapt to the needs and profile of the interested groups, the communication strategy of myEleusis was based on a differentiated, participatory and targeted approach, responding to the needs of a demanding and multifaceted public. Within this philosophy, the main objectives of the communication strategy were defined as follows:
The categories were defined with regard not only to demographic characteristics, but also to the type of relationship each group can develop with the museum and the digital applications.
For the effective implementation of this strategy, and in particular for ensuring that the content responds to the needs of the public, a critical stage was the precise identification of the target groups. These groups covered both the local population that participated actively in myEleusis and the potential users of the project at national and international level, and were shaped as follows:
The critical question was how something so multi-layered could be transferred digitally without simplification or loss of content. As users move further away from the role of passive receivers, seeking more participatory and interactive experiences, contemporary designers and content creators aim to meaningfully respond to this changing need.
From this perspective, the content of the project’s communication channels was developed and shaped on the basis of:
Thus, the communication channels of myEleusis (website, blog, social media, press releases, newsletter) as a whole managed to connect each user with their own field of interest, strengthening the interaction of the public with information about ancient Eleusis and the Mysteries, while at the same time keeping them informed about all stages of the project’s development. The project’s digital platform (myEleusis.Web) played a central role in shaping the overall digital experience, functioning as a hub that gathers, organizes and interconnects the public with all the applications and digital outputs of the project.
In recent years, the need for quality digital content has transformed the way in which museums and cultural heritage sites communicate with their public. A cleverly structured online visit to cultural spaces frees both the public and institutions from a number of limitations associated with the traditional visit and relating to time (e.g. opening hours, length of visit), space (anyone with internet access is a potential visitor regardless of where on the planet they are), and the available information. While a museum or an archaeological site is called upon to present only the absolutely necessary, a suitably designed online space can offer an unlimited amount of information without causing fatigue to the public.
In this way, the myEleusis website managed, in an informed and contemporary manner, to “contain” all that is known about the Eleusinian cult, the archaeological finds and the myth of the most important Mysteries of antiquity, making use of all available tools - from audiovisual media to contemporary digital technologies. By visiting myEleusis.Web, one has the opportunity to engage with a wealth of archaeological documentation, texts, a blog, digitized material from the museum (virtual museum) and the archaeological site, the digital repository in which archival material from museums, libraries and research institutions from all corners of the world relating to the Eleusinian Mysteries is gathered, as well as the individual interactive applications of the project: the digital interactive map, the augmented reality application, and the serious games and educational activity applications.
Responding to the project’s objectives, the website gave the content added value and direct relevance to the present in an aesthetically pleasing, user-friendly and comprehensible way, so as to facilitate the initiation of tomorrow’s visitors to the archaeological site and the museum of Eleusis, while simultaneously functioning as a continuation of that initiation after the end of the visit. The achievement of this dual role was made possible thanks to the combination of a specially designed visual identity and colour palette, legible and bibliographically documented texts, as well as a coherent graphic design of the website - all perfectly aligned with the project’s identity and aim. In other words, myEleusis.Web functioned not simply as a website, but as a complete “digital place of initiation”, where the visitor can explore the Mysteries at their own pace.
Serving the horizontal dissemination of myEleusis, the mystagogical role of communication, as well as ensuring interaction with the public, the role and function of social media (Instagram, Twitter, Facebook, YouTube) were shaped accordingly, while at the same time ensuring targeted and effective communication capable of cultivating a sense of ‘belonging together’, as occurred in the context of the Eleusinian Mysteries.
Subsequently, through detailed planning of posts, the information of the public was organized so as to be continuous, making contemporary use of material from all the project’s partners: the Ephorate of Antiquities of West Attica, the “Athena” Research Center and CITE, and placing emphasis on:
And, of course, the mystagogy of myEleusis does not end with the conclusion of the project: even years later, its impact is clearly reflected in the visitor statistics of the site, which show a steadily active and international base of visitors. In the last month alone, the website had 4,000 active users, with most of them coming from China, Greece and the USA.
The research project “myEleusis: myesis into Eleusis of the Past through Modern Eyes”, co-financed by Greece and the European Union, was implemented by the Ephorate of Antiquities of West Attica, the “Athena” Research Center, the cultural production and management company MENTOR and the information and telecommunications company CITE (Communication & Information Technologies Experts).
Read more about the myEleusis project at: myeleusis.com and on social media @myEleusis on Instagram, Facebook and YouTube.