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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!
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