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Share (y)our voice

2nd European Conference on Public CommunicationBrussels, 19-20 October 2011

WORKSHOP F

Make yourself heard abroad: International media relations

International communication for

European Capital of Culture

Case study MARIBOR 2012

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Dr. Suzana Žilić FišerDirector General

1st

What are the specific

aspects of projects like

EUROPEAN CAPITAL OF

CULTURE

in terms of international

communication?

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ANALYSIS

EXPERIENCES

International Mass-

Media-Coverage of

previous European

Capitals of Culture

Significant Aspects.

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WHAT WAS COVERED?

International coverage of previous European Capitals of Culture.

Coverage focuses on:

– Opening Days (Most important in international coverage!).

– New architectural projects.

– Art in public spaces, that create undoubtedly identifiable images.

– City portraits as such. (Features of sociological and economical development of the city, subcultural portraits).

– Unique projects that only can take place at that time at this specific place.

– Co-production's with other European programme partners (coverage esp. in the country of the co-producing partner).

– Political aspects of the project development (budget & politics).

– Cuisine & surroundings.

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WHAT WAS COVERED?

International coverage of previous

European Capitals of Culture.

MINOR IMPORTANCE:

INTERNATIONAL STARS.

This seems to be a significant difference in international media coverage to „normal“ cultural festivals, that take place frequently.

International coverage of the „European Capital of Culture“ focuses on the cities as such!

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WHERE WAS IT COVERED?

Covering Media:

– Quality newspapers, cultural

resorts

– Cultural print magazines

– Public television

– Independent new media

platforms

– Travel & tourism media

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International coverage of previous

European Capitals of Culture.

SOME FIGURES

Coverage of previous European Capitals of Culture:

Graz 2003:

12.300 Print Articles

3.405 Print Articles from international Media

100 Covering Television Stations

from 37 Countries

Linz 2009:

2.600 different national & international Media Institutions have been covering (Print, TV, Radio, Online together)

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THE FRAMEWORK IN MARIBOR

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MARIBOR 2012

We focus on

- our existing strengths and strategic assets and

- our existing capacities

- on activities, that seriously can be done in the remaining timeframe

- follow our core goals

- in our core markets

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Till now - 7300 publications on MARIBOR 2012 in Slovene media

And most important:

ART FIRST!

Marketing and Communication has to follow.This distinguishes cultural marketing & communication from most other fields.

One can only work with the content & programme provided.

With full respect to artistic independence.

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Our Goals

� Make the people of Maribor proud of their city, and the Slovenians proud of

Slovenia

� Make Maribor internationally known

� Make the sustainable programme projects internationally known and respected

� Make the programme a success

� Create a feeling and reception of Maribor as a likable vivid city

� Make the logo of MARIBOR 2012 recognized

� Enable the communication platform for further cultural development of the region

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OUR COMMUNICATION MARKETS

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INTERNATIONAL MARKETS & DIALOGUE GROUPS

NEIGHBOURING COUNTRIES

Austria, Hungary, Croatia, Italy

Aspects:

Within reach for daytrip visitors

Most important international visitor markets

Dialogue Groups:

Cultural Multiplyers & Potentials, Journalists, Culturally

interested People

OTHER EUROPEAN COUNTRIES Aspects:

Mind international routes to Maribor (lack of flight-

destinations).

Dialogue Groups:

Cultural Multiplyers & Potentials, Journalists

ACTIVE INTERNATIONAL MEDIA

CONTACTS

„STOCK PICKING STRATEGY“

Aspects:

Picking special topics from the programme, that are of special

interest to special media (see below)

Dialogue Groups:

Cultural Multiplyers & Potentials, Journalists

OUR COMMUNICATION MARKETS

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INTERNATIONAL MASS MEDIA COMMUNICATION

INTERNATIONAL AND EUROPEAN MEDIA

FROM ALL EUROPEAN COUNTRIES

Focus on

• opening weekend

• final report

• Art-Projects in new media & online

• 3 most important programme highlights

NEIGHBOURING COUNTRIES Focus on

• opening weekend

• final report

• Art-Projects in new media and online

• Current “Big Events” & Festivals

ACTIVE INTERNATIONAL MEDIA

CONTACTS

„STOCK PICKING STRATEGY“

Focus on

• “Cultural Embassies”

• Media from Cities, where international co-porduction

partners come from

• Special Interest Media for specific programme strands

• Media from Cities, that are appointed to become

European Capital of Culture

THE CONTENT

IS THE KING

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COMMUNICATION CONTENT

– The artistic programm (!)

– the city itself

– & the culinary offer in winegrowing

surroundings

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ARTISTIC

PROGRAMME

WHERE?

MARIBOR AND

ITS PARTNER

TOWNS

WHAT?

PROGRAMME

STRANDS

WHEN?

THE FOUR

SEASONS

WHERE IN

MARIBOR?

FOUR STAGES

FOR WHOM?

FOR ALL

GENERATIONS

AND

DIFFERENT

TASTES

PROGRAMME STRANDS

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• internationally recognized projects of Slovenian and foreign production

• great variety of art forms (opera, contemporary dance, visual art, literature,

architecture)

• enrichment of the programmes of existing theatres, galleries, cinemas,

concert venues, etc.

TERMINAL 12

• about 400 cultural events

• regeneration of the centre of town with interventions affecting

programmes, architecture and contents

• numerous exhibitions, street events, film screenings, concerts, etc.

TOWN KEYS

• social entrepreneurship and development of self-sufficient communities –

stable communities of young people, migrants, the Roma, pedestrians,

cyclists, allotment holders, pupils, the elderly, the homeless, the

unemployed...

• seed library, urban community gardens

• international conference with renowned participants (Eduardo Galeano,

Arundhati Roy, Samir Amin, John Holloway, Raoul Vaneigem, etc.)

URBAN FURROWS

• new media, the ECOC on the web

• futuristic, modern, extensive and multifaceted coverage of events;

inclusion, objectivity; bringing together artists and audience members in

the virtual dimension of the European Capital of Culture

LIFETOUCH

OUR COMMUNICATION ACTIVITIES

Activities

for International Communication

& PR

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ACTIVITIES

PRESS SERVICES:

• Communication activities for the opening weekend

• International press-newsletter

• Press invitations to international media from countries along the „Cultural

Embassies Schedule“

• Active Press contacts to appropriate Media from Co-production partner-

towns.

• Active Press contacts to Special Interest Media for special programme

topics

• Picture & footage-service for international Media

• Permanent Press-Lounge in Maribor

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ACTIVITIES

ACTIVITIES AT SPECIAL EVENTS ACCORDING TO TARGET AUDIENCES

(neighboring countries, cultural events)

• Promotions at international cultural events until summer 2012

e.g.

Biennale, Venice

Berlinale, Berlin

Diagonale, Graz

Salzburg Festival, Salzburg

Steirischer Herbst, Graz

• Delivery of monthly Programme in the neighboring markets

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ACTIVITIES

INTERNATIONAL DELEGATIONS & SOCIAL MEDIA:

According to experiences from former European Capitals of Culture, it is to be expected that a series of international delegations will visit Maribor. (Graz 2003 had more than 150 during the year).

Most of these delegations are highly-profiled and well linked in their respective local communities.

Maribor 2012 will focus on this potential with a special communication concept, that integrates their networks in the communication for Maribor 2012 by the use of Social-Media-Tools.

Like current Facebook reports & photo loggings & tagging's about the visiting groups etc.

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Main goal of MARIBOR 2012

international PR strategy:

Change of IDENTITY – of the city, region, country

Media as creator of identity

For additional information, please visit:

http://www.maribor2012.eu/

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THANK YOU FOR YOUR ATTENTION!