In what follows, we present the marketing philosophy of a company museum and the investment project of a government-funded museum. Looking at the former, the progressive practices of company museums in marketing communication come to light. The latter will present the complexity of the development of a museum performing traditional and complex tasks of a state institution, focusing on the possibilities of new attraction development in Budapest. The Train World in Brussels is the museum of the Belgian National Railways, in other words, it is a company museum. It opened in 2015. A declared goal of the museum is to present the topics of technology, mobility, history, and social history through human stories that make the variety of objects interpretable. In the marketing strategy of the museum, besides 4P and 7P, 4E is just as important; moreover, the latter is even more frequently mentioned in the institution’s strategy (Jonckers 2018). That is, however, not equal to the well-known 4E in marketing (Experience, Everyplace, Evangelism, Exchange), but a 4E created by the museum itself: Escapism, Esthetics, Education, Excellence. The marketing, communication and commercial strategies are based on those notions. Escapism means that the museum creates a place where the visitor of the modern age, together with their family and friends or on their own, can move away and escape from everyday life. The Train World puts emphasis on capitalising on tendencies of short vacations and city breaks that sometimes provide relief from the rushing and monotonous working days and invites its visitors to a time travel into the stories about the world of railways, to a peculiar universe, where the visitor is the leading character. That has been primarily achieved by compelling visual effects design and creating a theatrical atmosphere and scenography, quite unusual at museums. The essence of (A)Esthetics is that the museum can boast the refurbishment and extension of Brussels’ oldest railway monument, which was the project’s most significant element. The museum cherishes the impression of several architectural eras, naturally including the extension performed a few years ago. Education almost speaks for itself; the museum primarily creates education packages for schoolchildren aged 6 to 16, but they consider it essential to make the rich Belgian railway heritage easily receptible and interpretable for children and adults alike. The fourth E is Excellence, which means a constant strive for achieving the best in every aspect (service, experience, educational offer, etc.). It is not easy to measure, but social media (Yelp, TripAdvisor, Google, etc.) can be a tool to review the balance (Jonckers 2018).