The dynamic web app , Museum Soft Power Map, was developed as a collaboration among the Australian Centre for the Moving Image (ACMI), The University of Melbourne and Victoria Software. This app enables users to explore a geographic spread of ACMI’s cultural resources and social outputs. Multiple layers across several datasets visualise ACMI’s cultural collections, online audiences, international partnership networks and the impact of traveling exhibitions. The museum soft power mapping system analyses demographic statistics of specific locations in order to evaluate the soft power appeal of ACMI to people living in the area – viewing each area as a politically, culturally and economically defined locale. The digital mapping system not only shows us the areas on the global map where ACMI’s audience comes from, but more importantly, reveals who those people are. This mapped data exposes geographic zones of maximum audience engagement, as well as potential missed opportunities for outreach and impact.