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SHIFT-X project is implemented through the CENTRAL EUROPE Programme co-financed by the ERDF.

This documentation reflects the author’s views. The Programme bodies are not liable for any use that may be made of the information contained therein.

Transnational overview on heritage-based PR campaigns

SHIFT-X CENTRAL EUROPE Project No. 4CE521P4

Output: 5.2.2

prepared by: PP3 │TU Bergakademie Freiberg │IWTG PP6 │Microregion Sokolov-east

address: Freiberg/Germany email: [email protected] phone: 0049-3731-392459

date and venue: May 2013 Freiberg

Valorizing industrial culture

Transnational overview on heritage-based PR campaigns p. 2

TABLE OF CONTENTS

1. INTRODUCTION ................................................................................. 4

1.1 Project SHIFT-X ........................................................................................................................................... 4

1.2 Thematic focus: Using cultural heritage for changing the perception of old-industrial regions (WP5) ........ 5

2. STRATEGIES ON EUROPEAN LEVEL: EUROPEAN CAPITAL OF

CULTURE WITH FOCUS ON INDUSTRIAL HERITAGE .................... 7

2.1 Definition of the strategy ........................................................................................................................... 7

2.2 Scientific reflection and summary .............................................................................................................. 9

3. GOOD PRACTICE EXAMPLES FROM AUSTRIA ........................... 11

3.1 Description of the strategies: Bringing people into shrinking regions by promoting the industrial past ... 11

a. eisenerZ*ART ............................................................................................................................................... 11

b. Kraft. Das Murtal. (Power by the Mur valley).............................................................................................. 12

3.2 Scientific reflection and summary ............................................................................................................ 13

4. GOOD PRACTICE EXAMPLES FROM THE CZECH REPUBLIC .... 14

4.1 Description of the strategies: Adaption of European and international campaigning examples ............... 14

a. European Heritage Day in the Czech Republic ............................................................................................ 14

b. Isle de Nantes .............................................................................................................................................. 16


5. GOOD PRACTICE EXAMPLES FROM GERMANY ......................... 19

5.1 Description of the strategies: Industrial past as promoter in the image change ..................................... 19

a. 100 years of car manufacturing in the economic region Chemnitz-Zwickau .............................................. 19

b. The Lusatian industrial heritage and the ENERGY-Route of Lusatian industrial heritage ........................... 20

c. Transnational UNESCO world heritage project “Montane Kulturlandschaften/Krušnohoří” ...................... 23


6. GOOD PRACTICE EXAMPLES FROM POLAND ............................ 26

6.1 Description of the strategies: Industrial heritage for learning and having fun .......................................... 26


a. Industrial Route of Silesia ............................................................................................................................ 26

b. Industriada: The festival of the Industrial Monuments Route in the Silesian Voivodeship ........................ 27


7. CRITICAL ASSESSMENT AND CONCLUSION .............................. 30

7.1 Factors of success ..................................................................................................................................... 30

7.2 Lessons learned ........................................................................................................................................ 32

8. CONCLUSION .................................................................................. 34

LIST OF FIGURES OR ILLUSTRATIONS ............................................ 35

LIST OF REFERENCES ....................................................................... 37


1. Introduction

1.1 Project SHIFT-X

Old-industrial regions have been hot spots of economic development in Central Europe over

decades and centuries. But since the 1990ies many of them have lost this significance due to

globalization, transition from socialist to market economies as well as other framework condi-

tions. This change is especially hard to overcome by small and medium-sized towns since

they normally have only their industrial past to refer to. The former industries not only leave

behind a material cultural heritage such as industrial monuments but also an immaterial her-

itage such as numerable traditions and philosophies of life or lead culture related to the for-

mer industrial work. These valuable components determine the future regional developments

and should not be demolished.

But most of the time, old-industrial areas are perceived as economically and environmental

disadvantaged and as dirty and dangerous. Other more neutral attributes are tough, hard-

working, solidarity. The regions are not perceived as the initial areas for new developments.

However, there are heritage-related topics that can be built on to promote a positive and

unique picture, or alternatively, a negative image can be played on and reversed by profes-

sional self-mockery. Another obstacle preventing new development lies in the regional self-

perception. Usually locals are strongly connected to their industrial "golden" past, often lead-

ing to nostalgia / frustration as production places become ruins or are removed. The project

SHIFT-X also tackles with these emotional settings by transforming the meaning of the post-

industrial sites and the regional identity patterns by image changing campaigns.

The cultural shift if understood as re-interpretation of existing values has to be regarded as a

crucial pre-condition for any sustainable new development in structurally disadvantaged re-

gions. SHIFT-X addresses exactly this systemic challenge. For this purpose, 6 post-industrial

cities and regions have come together. These are:

- the district of Zwickau for the economic Region Chemnitz-Zwickau with its automo-

tive, textile, engineering, mining history (Germany),

- the mining tourism association Welzow for the Lusatian region with its mining history

(Germany),

- the Styrian iron route association for the region Eisenerz with its steel and mining his-

tory (Austria),

- the micro region Sokolov-East for the Northwestern Bohemian region with its mining,

porcelain, engineering and chemical history (Czech),

- the STEBO Competence Center for Community Development for the Limburg region

with its mining history (Belgium),

- the City of Bydgoszcz with the engineering, railway and chemical history (Poland).


The regional partners are accompanied by 2 scientific institutions renowned for their exper-

tise in regional development, heritage preservation and systematic innovation.

- Technical University Mining Academy Freiberg (Germany), represented by the insti-

tute for industrial archaeology, history of science and technology,

- University of Graz (Austria), represented by the institute of geography and regional

science, supported by the institute for systems science, innovation and sustainability

research.

They all jointly develop, test and disseminate approaches on how industrial heritage can be

used for fostering sustainable endogenous development, for generating innovation in tradi-

tional branches, for reshaping regional identities and for improving image in 3 different work

packages.

The basis for the output at hand “Transnational overview on heritage-based PR-campaigns“

was the collection of national good practice examples of existing PR campaigns based on

the industrial heritage in the involved countries by all project partners. The collected exam-

ples show what the partners think is interesting for the own regional image changing cam-

paigns and on which standards they want to orientate during its development. The range of

the supplied information differed from partner to partner and determined the evaluation in this

output. In SHIFT-X based on the good practice examples on heritage-based image changing

campaigns an up-to-date European strategy for promotion is to be developed jointly with the

key actor European Route of Industrial Heritage (ERIH).

1.2 Thematic focus: Using cultural heritage for changing the perception of old-

industrial regions (WP5)

The work package 5 focuses on the usage of cultural heritage in changing the perception of

old-industrial regions. For this, material and immaterial heritage objects are the initial points

of image changing campaigns since their negative perception hampers re-developments in

former industrial regions. But the industrial past can be used as a starting point for an au-

thentic re-branding of regions. The focus of the output at hand lies on the comparison and

compilation of national good practice examples (based on output 5.2.1”National overviews on

heritage-based campaigns”) as well as their scientific reflection and the discussion of possi-

ble transfer methods. The leading question is: What can be learned from other industrial-

heritage based image changing campaigns and how can this help to develop new concepts

in the in SHIFT-X involved old-industrial regions?

The image of a region defines the thinking patterns and the prejudices a region has to face.

The image does not exist inside a vacuum but is influenced by political, economic, social and

cultural developments and transitional changes. It also is a fact that a positive image can

lead to a strong identification of the inhabitants to their region as being their home.1 And all

these aspects have to be involved in image changing campaigns. The collected examples

show that the image change of a region is a long-term and ongoing process. It is important to

1 Schwarz, A. (Edt.): Industriekultur, Image, Identität. Die Zeche Zollverein und der Wandel in den Köpfen. Klartext Verlag

2008. P. 13.


change the negative perception from within and from without by addressing local inhabitants

as well as the regional and national public and media.

The image of an old-industrial region defines the framework conditions for job creation and

their quality and creativity, the quality of life and the outmigration tendencies the region has

to face. Additionally the image of the industrial heritage as a monument and cultural good of

value is not thoroughly a positive one. Mostly the objects are perceived as relicts of past

economic glory and nowadays symbols for the economic decline of the region. Also the

change of uses might be emotionally difficult to be witnessed by the former workers. But

adopting and embracing the industrial past and its monuments can lead the ways into the

future of the region by going way further than simply having guided tours in industrial herit-

age sites. The richness and diversity of this past show the dimension of former significance.

It can be the opportunity to change the perception and the image of old-industrial regions to

relay on their industrial past in order to create its future image as places to work, to live and

to learn on a high quality standard. Since the hard working past in the different industrial

branches nowadays cannot serve as identity donators the industrial heritage with all its com-

ponents can fill this gap.2 Sometimes, old-industrial regions may have nothing else than their

industrial past and its material and immaterial relicts to relay on. But the industrial heritage

should not only be a kind of fairground attraction but give real and relevant impulses for cre-

ating and defining the future of the region.

First ideas are at hand as the compilation will show. Some further already implemented good

practices are available, e.g. Ruhr area - European capital campaign 2010 and the industrial

heritage activities along the European route of industrial heritage (ERIH). But transferring this

knowledge to other image changing projects can only focus at transferring instruments and

structures such as conceptual ideas for target groups, useful marketing instruments, forms of

cooperation and basic management structures as implementation instruments. A simple

blueprint of best practice examples cannot be possible since the collected practice examples

come from different regions and countries with different financial capability, legal systems

and economic as well as social contexts. So the root concepts need to be adjusted to each

region in order to fulfil the relevant needs and objectives. Learning from the lessons learned

elsewhere can be beneficial for developing own new industrial heritage based image chang-

ing campaigns.

The results of such campaigns and the improvement of the regional image (like the raising

significance on the “cultural maps” as place to be) are difficult to measure. As one method

the collected examples show that their executives relied on operating figures such as the

variation and improvement of the number of inhabitants, visitors and tourist, overnight stays,

media presence and the economic income in order to evaluate the effects of image cam-

paigning.

2 Schwarz, A. (Edt.): Industriekultur, Image, Identität. Die Zeche Zollverein und der Wandel in den Köpfen. Klartext Verlag

2008. P. 21.


2. Strategies on European level: European capital of culture with

focus on industrial heritage

Every year cities of Europe are chosen for the campaign of the European capital of culture

(ECoC). The image campaign of the ECoC focuses on changing the perception from within

and without of the awarded cities since initiatives spread also in regions around the awarded

cities or even the whole country. Some of them were old-industrial cities and tried to re-invent

themselves by their industrial past as places of culture and tourism. Since 1985, the initiative

has become one of the most prestigious and high-profile cultural events for promotion and

marketing of cities in Europe. A city is not chosen as a European Capital of Culture solely for

what it is, but mainly for what it plans to do for a year that has to be exceptional. It is the time

for defining reinvention of itself, so it is a possible example for image change of old-industrial

regions.

2.1 Definition of the strategy

Basically the European Capitals of Culture (ECoC) initiative was set up to highlight the rich-

ness and diversity of European cultures and to celebrate the cultural ties that link Europeans

together. Also a common feeling of European citizenship is supported. The concept of this

image campaign is open to a number of interpretations. So the aims and objectives differ

from city to city. Often they wanted to improve the international profile, to run cultural pro-

grams and arts events to attract visitors and to enhance pride and self-confidence.3 In fact,

the cultural program was the central element of nearly all ECoC and included all different

cultural sectors such as theatres, visual arts, music and open-air events in a traditional, clas-

sical, contemporary and modern background supported by a big media interest.4 The indus-

trial heritage focus that some cities chose is also based in the European History: The Euro-

pean Union for Coal and steel in 1951 was one of the bases for the European Union. So their

monuments are also monuments for the growing together of Europe.

A lot of European cities had economic growth beginning from the Industrial Revolution in the

19th century in the field of textile or engineering industry. Also the extraction of coal and the

steel production and the national and international trading supported economic growth. The

economic decline started in the 1960ies by closures of the steelworks, mines and the ma-

chine industry which leaded to mass unemployment. This led to a negative perception of the

industrial towns as dirty and old. So the cities were forced to find new ways and strategies to

develop a sustainable future and change their mostly negative image. Since the 1980ies the

overall improvement started with the creative and entertainment industries creating new jobs.

Also the restoration of historic buildings raised the living standard in the cities. Old and de-

clined urban quarters were redeveloped and the economy took over a service and cultural-

oriented focus with many museums and touristic offers. The campaign of ECoC was a big

help here since the cultural and artistic development was supported and the infrastructure

3 Palmer-Rae Associates: European Cities and Capitals of Culture. Study prepared for the European Commission. 2004. P.

14. 4 Palmer-Rae Associates: European Cities and Capitals of Culture. Study prepared for the European Commission. 2004.

P.16.


improved. By this, also economic development and growth can be gained. The cities also

profit from more social and community developments.

The cities of Glasgow (GB/1990), Lille (FR/2004), Liverpool (GB/2008) and Essen for the

Ruhr area (DE/2010) were directly awarded by the title European capital of culture because

of their industrial past as promoter for a sustainable future. Additionally the cities Antwerp

(BEL, 1993) and Marseille (FRA, 2013) had a strong industrial background. In Essen, the

motto was “Move Europe – change through culture – culture through change” and this is also

exemplarily for other European Capitals of culture. The aim is to research the possibility to

use culture as promoter of the future European Society. The focus lies in developing sustain-

able and long-term structures for the region that last longer than one year by pointing at

events in the context of cultural identity and cultural heritage and the cohabitation of different

cultures and religions throughout Europe. Main gains identified lie also in the field of image

change and the boosting of tourism.

The planning period for the ECoC cultural programs and their themes or orientations ranged

from 2 to 4 years and involved municipalities, politicians and cultural organisations and artists

as well. The ECoC cultural programs are known for their large scale and scope with an aver-

age number of 500 projects during the awarded year.5

Picture 1: Glasgow (1990), UK– river Clyde

Author: Alison Gilmour

Picture 2: Lille (2004), FRA

Author: Daniel Hinze

Picture 3: Liverpool (2008), UK

Author: Chowells

Picture 4: Essen /Ruhr region (2010), GER

Author: Thomas Robbin

5 Palmer-Rae Associates: European Cities and Capitals of Culture. Study prepared for the European Commission. 2004.

P.16ff.


2.2 Scientific reflection and summary

In various studies for the European Commission, the positive effects, factors of success and

lessons learned have been studied and documented over the last years by reports commis-

sioned by the EU: http://ec.europa.eu/culture/key-documents/european-capitals-of-

culture_en.htm. They show that the ECoC campaign is a powerful tool for cultural develop-

ment and acts as a catalyst for changing the image of a city even if not always all objectives

can be fulfilled.

From the beginning, the European Commission gave financial support, but the amount has

been criticised for being too small and was interpreted as reflecting the low value the EU has

for the ECoC and culture in general.6 A study on the Capitals between 1985 and 1994 (‘Eu-

ropean Cities of Culture and Cultural Months'), by John Myerscough, 1994) demonstrated the

positive impact of the event on the cities concerned. The image campaign is a valuable op-

portunity to regenerate cities and to raise their international profile as well as to enhance their

image from within and without. Also the cultural life gets new impulses and the tourism gets a

boost. But there were no common factors of success to be pointed out. The context of the

events, the extent of local involvement, the need for partnerships, the importance of long-

term planning, the need for political independence and artistic autonomy and the requirement

of clear aims and objectives are of great importance for a successful ECoC campaign. Also

sufficient resources of manpower as well as financial resources and strong leadership and

political will and support are needed.7

The extremely thorough "Palmer study"8 took stock of the event and its development, study-

ing all cities that were Capitals or hosted a cultural month between 1995 and 2004. It

demonstrates that the event can be used as a catalyst for the cultural development and the

transformation of a city. This study assessed the potential of the event and concluded it was

under-used. Governance has been pointed out as a central issue for all ECoC. Most cities

chose autonomous structures such as non-profit companies, trusts or foundations for manag-

ing the event from within the municipalities. Cities pointed out the difficulties in governance

by the domination of political interests, relationship difficulties between members and the

operational team, the absence of representation of cultural interests in the governance struc-

tures and the overall size of the structures.9 Another study (Economy and Culture) in Europe,

2006, par KEA European Affairs) highlights the role of culture in the EU project and the so-

cio-economic benefits of this sector in Europe.10

Industrial heritage as single reason for awarding the title to a town is still quite seldom. But

the cities 2013 (Marseille und Košice) have strong industrial backgrounds. The examples of

former ECoC with industrial focus such as of the Ruhr region with Essen show that the indus-

6 Palmer-Rae Associates: European Cities and Capitals of Culture. Study prepared for the European Commission. 2004.

P.24. 7 Palmer-Rae Associates: European Cities and Capitals of Culture. Study prepared for the European Commission. 2004.

P.22. 8 Palmer-Rae Associates: European Cities and Capitals of Culture. Study prepared for the European Commission. 2004.

9 Palmer-Rae Associates: European Cities and Capitals of Culture. Study prepared for the European Commission. 2004. P.

14ff. 10

http://ec.europa.eu/culture/our-programmes-and-actions/capitals/history-of-the-capitals_en.htm (May 2013).


trial heritage ECoC up till now improved their image very much by combining their industrial

past to a cultural as well as touristic context.

But there are also more crucial points about this campaign. Especially the lack of follow-ups

after the year of being European capital of culture is contradicting the intended sustainability

and long-term effects. Also there are difficulties in demonstrating the European value added

by the events and in the measurement and evaluation of projects and events as well as in

their costs and benefits. Since there is no proper way of measurement, the comparison be-

tween the different ECoC is difficult.11 Furthermore, the focus should lay on creating long-

term positive effects and sustainable cultural campaigns by the ECoC campaign.

So if old-industrial cities manage to achieve the title ECoC and are able to implement follow-

up projects, the campaign is a very useful tool to improve the image of industrial towns on a

large scale with Europe wide recognition.

11

http://ec.europa.eu/culture/our-programmes-and-actions/capitals/history-of-the-capitals_en.htm (May 2013) and Palmer-Rae

Associates: European Cities and Capitals of Culture. Study prepared for the European Commission. 2004. P. 16ff.


3. Good practice examples from Austria

3.1 Description of the strategies: Bringing people into shrinking regions by

promoting the industrial past

Focus of the collected good practice on existing PR campaigns based on the industrial herit-

age lay on bringing life back to shrinking mining cities and mining regions by raising visitor

numbers and attracting younger people to live and to work in the region. Therefore it had to

be proved that the region has more to offer than industry and mining and is a place for inspi-

ration and high quality based on the industrial past. Target groups of the campaigns were

there for the local population as well as the people living in Styria and the whole Austria in

order to change the perception of the regions from within and without.

Eisenerz is one prominent example for a shrinking mining city: From 13.000 inhabitants in

the 1950ies down to 5.000 in 2011 with an average age of 60 years.12 The town has experi-

enced a major change in the last decades since especially young people are missing in order

to develop the region further. The region Mur valley was after the decline of the mining and

the heavy industry been transformed into an entirely unique centre of industry.

a. eisenerZ*ART

The cultural development concept eisenerZ*ART aims at changing the image of the former

industrial region of Eisenerz. By cultural events and annual festivals at a high quality level the

aim is to attract the attention of the media. The cultural events are based on the history of the

former mining region, but focus also on contemporary art related to mining and the industrial

heritage and address young people. Culture in this context works as integral factor based on

the existing potentials. Visitor numbers could be raised. Factors of success were a long per-

spective of the development concepts of five years as well as a dedicated free-lancer and

cultural expert. Another supportive mean was the diversification of funding (from different

state resorts, cultural institutions, governments and municipalities as well as sponsoring by

private companies). Culture was proved as one way to give old-industrial cities a new and

future-oriented image.

Picture 5: eisenerZ*ART - logo

Source: www.eisenerz-art.at

Picture 6: S-Lkw und Menschen tanzen am Erzberg


12

Source: Statistik Austria, www.statistik.at

http://www.eisenerz-art.at/



Picture 7: Rostfest


Picture 8: Foto exhibition – Eisenerz in the 1950s


b. Kraft. Das Murtal. (Power by the Mur valley)

The initiative was launched by 60 of the leading manufacturing industry and partner organi-

zations of the Styrian districts Murau and Murtal. Aim of the image campaign was to show

the potentials of old industrial areas as attractive for employees and to assist in their devel-

opment by strengthening the regional responsibilities of the industry and showing the indus-

trial past as well as the industrial present of the region. A marketing mix of publications,

events (like open days in all factories), press conferences and fairs was implemented and

schools directly addressed and involved. By this, “Kraft. Das Murtal” draws on existing re-

sources and brings together companies, local authorities, policies and the local people closer

together to work better with each other in the sense of networking. The project was launched

in 2008 and funded highly by the EFRE LEADER programme. Other funding came from

yearly financial distributions of the involved companies of 2.000 Euro per partner. The overall

costs from 2008 – 2013 are about 1,5 Mio. euro.

Picture 9: Folder view - Kraft. Das Murtal. I.

Source: kraft.dasmurtal.at

Picture 10: Folder view - Kraft. Das Murtal. II.




http://kraft.dasmurtal.at/



Picture 11: Region Murau und Murtal



With both heritage-based PR campaigns the image change of the regions Eisenerz and the

Murvalley was successfully started. From an as “dirty” perceived mining area the public opin-

ion could be changed. The campaigns showed the potentials of the regions as attractive for

companies, employees and artists as well. Also an image of sustainability in the region was

created. The process is still on-going and keeps the close cooperation between local authori-

ties, companies and cultural experts as well as the local inhabitants. The role of culture in an

image changing process lies not only in creating new jobs, but indirectly also in positive ef-

fects for the whole national economy. In general, the involvement of private companies as

partners as well as cultural partners is an evidence for the rising awareness of the potentials

of the regions as well as for their possible economic valuation and their relevance. Also, the

private investment as extra and additional financial resources allows small bottom-up pro-

jects to start creating public awareness for industrial heritage and so to start an image

change for the region as well as for the industrial heritage. The creation of touristic and cul-

tural offers related to the mining history can raise visitor numbers and draw media attention

to the region. By this, the image change is communicated into the rest of Austria and even

further.



4. Good practice examples from the Czech Republic

In the Czech Republic there are hardly any projects and image campaigns based on the in-

dustrial heritage yet. The industrial heritage is not yet a key issue in Czech PR and image

campaigns. Therefore an European campaign implemented in the Czech Republic and a

good practice example from France were chosen in order to show which way the Czech pro-

ject partner “Micro region Sokolov-East” wants to go with its own industrial heritage based

image campaign that is to be created in the context of the SHIFT-X project. Aim is to spread

information on the values of industrial heritage, to protect monuments and heritage objects

and to change the perception of an old-industrial Czech region.

4.1 Description of the strategies: Adaption of European and international cam-

paigning examples

a. European Heritage Day in the Czech Republic

The European Heritage Days (EHD) is an important European cultural, educational and so-

cial event created. With the open-door policy of the campaign information on heritage objects

can be improved and it can be shown that cultural heritage is an asset to be used in order to

support an open and free view on European culture. But also the economic and sustainable

social development can be promoted by the cultural heritage. The event can also help to

protect heritage monuments since it enhances the image of the protected objects. The initia-

tive started in 1984 in France with the initial event “Open doors day of sights”. In 1991 the

idea was introduced to the European public and the meaning of the EHD as well as the num-

ber of participating countries and objects has been rising ever since. The event takes place

every year in the second weekend of September and the strategy of open doors of the herit-

age objects (free or with reduced fee) are accompanied by various events and special munic-

ipal programs, international photographic competition on heritage, cultural shows as well as

tourist tours to sights that are normally partly or completely closed for visitors and inhabit-

ants. The focus of this image campaign lies not directly on the industrial heritage. But due to

the open definition on what heritage is the event is also open for monuments of the industrial

past and present industrial sites.

The Czech Republic participates since 1991 in the EHD. The Czech Minister of Culture

awards the title “Bearers of the tradition of folk crafts” to 3-5 craftsmen. An online-catalogue

and map has been created in order to promote the monuments. There is also a special appli-

cation for smartphones available. Since 2012 an annual Czech initiative “Vestiges of the in-

dustry/Day of technical monuments and industrial heritage” accompanies the EHD as a plat-

form for promotion and protection of the Czech industrial heritage. Target group here are

mainly the inhabitants of the region.

Since 1998 main part in funding of the event comes from the Czech Association of historical

settlements in Bohemia, Moravia and Silesia. The association acts as partner of the Ministry

of Culture and the Ministry of regional development and is responsible for the EHD. Further

funding comes from the owners of monuments and the Ministry of Culture. In 2012 the budg-

et was 25.000 Euro. By this, the work of many volunteers was needed in order to raise the


number of open monuments as well as visitor numbers (from 50.000 in 1991 up to 600.000 in

2011).

Picture 12: Logo of EHD

Source:

www.coe.int/t/dg4/cultureheritage/heritage/EHD/default_e

n.asp

Picture 14: Logo of Vestiges of the industry

Source: www.ehd.cz

Picture 13: EHD in the Czech Republic – Flyer

2012

Source: www.ehd.cz

Picture 15: Vestiges of the industry – historical mill

Source: www.ehd.cz

Picture 16: Vestiges of the industry – rail bridge

Source: www.ehd.cz

http://www.coe.int/t/dg4/cultureheritage/heritage/EHD/default_en.asp


http://www.ehd.cz/

http://www.ehd.cz/


b. Isle de Nantes

The project in the reclamation and image change of the Isle of Nantes is a very extraordinary

example of a long-term image change campaign in order to uplift the image of an urban in-

dustrial area. Since there are no similar examples in the Czech Republic, the campaign has

a strong example setting effect.

The area was a former ship building area that was cut of the city centre. Since the 19th centu-

ry the place was also used for other industries such as sugar refineries, textile mills, brewer-

ies, tanneries and foundries. In the 1970ies the area was affected by the oil crisis and fierce

competition from Asia. The place economically declined and became a brownfield. During

the campaigning and the simultaneous brownfield reclamation the area was transformed into

an active city centre for creative arts with a lot of open public space that attracts locals and

visitors. By this the focus naturally was laid to the industrial heritage of the island and the

history of workers movement. Additionally new public buildings (courthouse, Trade union

centre) at the area showed the will of local authorities to involve the island in further devel-

opments. Multi-disciplinary teams developed new ideas and designs for the urban renewal

project in cooperation with inhabitants and local authorities. Aim was to build a contemporary

city on the island under respect of the originality of the industrial heritage as well as the ur-

ban landscape. By this the economic development was to be supported. The ambition was to

combine quality of life and business opportunities on a European scale. This was made visi-

ble by a new pedestrian bridge crossing the river Loire and connecting the old and new city

centre.

Owner of the project was the Nantes Urban Community that was created in 2001. In 2003 a

public-private owned company SAMOA (Société d´Aménagement de la Metropole Ouest

Atlantique) was founded on order to manage the work. Funding came from local authorities,

SAMOA, the urban planning team and financial investors and supporters. By this image and

redevelopment project the number of inhabitants, housing units and jobs as well as economic

activities was raised and the area of the Island of Nantes is nowadays a living city centre with

strong context to its industrial past.

Picture 17: Isle of Nantes

Source: commons.wikipedia.org

Picture 18: Former docks on Isle of Nantes

Source: www.iledenantes.com

http://www.iledenantes.com/


Picture 19: Map of Isle of Nantes

Source: www.iledenantes.com

Picture 20: Machines of the Isle of Nantes - The Marine Worlds Carousel and The Big Elephant

Source: www.lesmachines-nantes.fr


The chosen Czech examples show that there is still a long way to go in the usage of industri-

al heritage for promoting purposes in the Czech Republic. The participation at the European

Heritage Days with the industrial heritage focus at the “Vestiges of the industry/Day of tech-

nical monuments and industrial heritage” show that first steps are made. Since not always

public financial resources are sufficient, the support of municipalities is needed. In addition,

the involvement of volunteers can help to undertake big events. As the image of industrial

heritage projects and industrial monuments rises it becomes easier to gather volunteers for

such events. But it has to be kept in mind that public and volunteer involvement is good and

needed but it should not replace public responsibility.

In order to develop own national projects valorizing the industrial past it helps to analyze oth-

er initiatives. The example of the Isle of Nantes shows that it is really important to have the

will of all local authorities to preserve and reclaim industrial areas. This does not only involve

the funding of heritage projects but also the will to bring public life in industrial heritage areas

for example with public or administrative buildings. Cross financing and the cooperation be-


http://www.lesmachines-nantes.fr/


tween the local administration and private investors are needed for big image changing pro-

jects. Economic development still is one of the best ways to secure the further existence of

industrial heritage.


5. Good practice examples from Germany

The German PR-campaigns based on the industrial heritage collected for the transnational

overview focus on Middle and East Germany. They were created to promote the image of

changing landscapes based on mining as well as promoting the economic capability of re-

gions in Eastern Germany by pointing out the industrial past conditioning the industrial pre-

sent and future. Main target groups were the industry, employees and potential investors,

inhabitants, children, the general public and national as well as international tourists.

5.1 Description of the strategies: Industrial past as promoter in the image

change

a. 100 years of car manufacturing in the economic region Chemnitz-Zwickau

The aims of this one-time but long-lasting image changing campaign in 2004 lay in changing

the perception of the economic region Chemnitz-Zwickau from within and without by present-

ing the economic, cultural and social potentials of the region. The local economy should be

supported. Furthermore the national and international publicity of the region as well as its

automotive and industrial past, present and future should be highlighted. The campaign was

based on the 100th anniversary of the car manufacturing and regional supplier industry in the

region started by the first August-Horch-factory in 1904 which founded an incomparable de-

velopment that hardly anyone was aware of. The regional marketing campaign also pointed

out the already settled companies and scientific institutions, the industrial culture and the

innovative environment, the regional quality of life and the touristic attractions. There were a

variety of cultural and economic events in 2004 connected to the campaign ranging from

special exhibition based on the automotive industries to car rallies, vehicle meetings or offi-

cial banquets with political and economic decision makers. Marketing and touristic offers

raised the number of overnight stays and gastronomic activities. Furthermore some events

focused on the youth, e.g. a Graffiti project to valorize old-industrial buildings and create

awareness for them.

To reach all this, communication and advertisement strategies started already in 2003 by

developing a corporate design, posters and flyers. Also great importance had a continuous

media work with press information and regular press conferences at a national level. The

image campaign also was present at regional, national and international fairs in order to

spread the importance and potential of the region for the car manufacturing and supplier in-

dustry.

The concept of the campaign was developed by the RKW Sachsen GmbH Services and

Consulting and was commissioned by the WIREG (Economic regions Chemnitz-Zwickau).

Support came from the Foundation of Innovation and Employment and regional economic,

academic and cultural players. The close cooperation of all involved stakeholders from indus-

try, culture, sports, administration and political boards supported the success of the cam-

paign, but also the cooperation of the cities of Chemnitz and Zwickau beyond administrative

boarders. A board of trustees was established with Prof. Hahn (former VW manager) as

president. All regional authorities, the chamber of commerce and industry as well as universi-


ties and regional companies became members of the board of trustees. The automobile

companies Audi and VW were strong economic partners. The executive work was carried out

by a work group that coordinated activities and mad conceptual arrangements. Financial

support of all involved players was important to realize the campaign. By this, a new and

intensive marketing method was implemented in the region.

Unfortunately there were no studies or surveys connected to the image campaign in order to

measure its effects. The financial situations of the region did not allow follow-up events from

this campaign so that there are hardly any long-term effects.

Picture 21: August Horch Museum in Zwickau I.

Source: www.horch-museum.de

Picture 23: August Horch Museum in Zwickau II.

Source: www.horch-museum.de

Picture 22: 100 Jahre autoboliabau wirtschaftregi-

on Chemnitz-Zwickau - flyer

Source: Agentur für Werbung und Kommunikation

GmbH & Co. KG

b. The Lusatian industrial heritage and the ENERGY-Route of Lusatian industrial heritage

The region Lusatia was strongly influenced by its industrial past. Especially the lignite depos-

its leading to open cast mines, power stations and briquetting plants formed the landscape.

Since the 1990ies this industrial history is declining leaving behind a huge amount of indus-

trial heritage that was not to experience by tourists. The image campaigns aim at preserving

the memory and the witnesses of the industrial past and its technical innovations. Until today

the lignite mining influences the landscape transformation and recultivation by creating e.g.

the manmade Lusatian Lakeland.

http://www.horch-museum.de/



The image changing campaigns focus on changing the perception of the region Lusatia by

industrial heritage tourism and creating awareness for the values of the changing mining and

industrial landscape and its industrial heritage. The idea of the touristic routes is to create

bookable touristic tour offers as there is a high potential in demand for industrial heritage

tourism. Both routes are parts of the general tourism and marketing concept of Lusatia. The

routes interlink Lusatian industrial sites in order to preserve the 150 years of Lusatian indus-

trial history and allow networking between the connected sites on a regional, national and

international level. With this industrial heritage sites can enter the touristic market together

and foster a better awareness of the long industrial tradition. Furthermore the projects can

explain the interconnection between industry and the changing landscape as well as interde-

pendencies between industrial sites.

There is an umbrella brand of Lusatian industrial heritage for joint touristic marketing of 17

Lusatian industrial heritage sites. It combines various branches with strong influence to the

regional industrial past in order to concentrate touristic offers under the specific topic and to

create a strong brand marking the industrial heritage. The high market presence is reached

by the collaboration of touristic and marketing organizations and associations of the regions

Upper and Lower Lusatia, the regions Elbe-Elster-Land, Spreewald and the city of Cottbus.

Focus of the ENERGY route lies in the topic of energy (also renewable energy) and connects

10 locations that have a regional reference, authenticity, a symbolic value und offer experi-

ence for tourists. It was established during the IBA Fürst-Pückler-Land in 2007. Good prac-

tice examples adopted here were the ERIH network (European Route of industrial heritage)

and the Route of industrial culture in the Ruhr region. The locations are classified as high-

lights, places of interest and insider tips according to their opening hours and the offered

touristic services.

Specialty in administration is the cooperation of the Federal State Brandenburg and the Free

State Saxony in the ENERGY-route. The campaigns are financed by public subsidies, the

IBA Fürst-Pückler-Land during its existence and membership fees of the objects of the routes

(from 150 up to 300 Euro a year depending on the classification). The routes offer a promo-

tion and marketing mix with joint brochures for the connected sites, exhibitions and presenta-

tions at touristic fairs and websites.

Both concepts were successful in raising the awareness and perception of the industrial her-

itage and the enhancement of this topic into the tourism product portfolio in the Lusatian

Lakeland. Within the last years industrial heritage became a touristic key aspect in the mar-

keting of Upper and Lower Lusatia. The connected sites evaluate the collaboration between

each other as positive and identify itself with it. This is indicated by the willingness to partici-

pate and contribute to the routes. The networks are marketing platforms. The partners keep

autonomous. The routes valorize industrial culture by creating touristic products with a strong

relation to the region and the original sites of the industrial past and present. Since the

ENENERGY Route of industrial heritage is part of the brand Lusatian industrial heritage the

network could create synergetic effects in order to reach local, regional, national and interna-

tional target groups.


Unfortunately there are no studies regarding and analyzing the effects of the campaigns

since not all locations count their visitor numbers. Also the fact that there are two routes in

Lusatia and some locations are part of both structures confuses some visitors. There are

already suggestions to combine both networks but due to different structures this is difficult.

Picture 24: Guided tour in open cast mine in Welzow

Source: Excursio, www2.bergbautourismus.de

Picture 25: Energy factory Knappenrode

Author: Jürgen Matschi

Picture 26: ENERGY Route – Flyer

Source: www.energie-route-lausitz.de

Picture 27: Lusatian Industrial Heritage – Flyer

Source: www.lausitzer-industriekultur.de

http://www.lausitzer/


c. Transnational UNESCO world heritage project “Montane Kulturlandschaften/Krušnohoří”

The aim of the transnational and cross-border UNESCO world heritage project which also

acts as an image campaign is to valuate the unique industrial landscape of the German and

Czech Ore Mountains with its 800 century long history. From the first discovery of silver in

the Freiberg region in 1168 mining influenced the whole Ore Mountain area. Next to silver

there also was mining and manufacturing of iron, lead, plumb, copper, cobalt, bismuth, nickel

and uranium until the beginning of the 1990ies. After that the region was perceived as eco-

nomically declined and also ecologically disadvantaged and not in the condition to become

protected as UNESCO world heritage landscape. So the project was the opportunity to pre-

serve the unique ancient and yet still developing mining region for all mankind and to create

awareness for the value of the industrial and mining heritage for the public, private heritage

owners and tourists. By this image change, a long-term and sustainable preservation of the

industrial mining heritage and new development impulses were made possible. Focus was

laid on all facets of the landscape including heritage monuments as well as geo- and bio-

topes and arts and literature.

The project was nominated at the German tentative list in 1998. Many pilot and implementa-

tion studies at the Institute for Industrial Archaeology and the history of science and technol-

ogy (IWTG) were made in order to select the heritage objects and for the scientific research

whether the world heritage project constrains the economic development of the regions (de-

manded by the Saxon minister of the interior for all objects). By this an intensive preparation

of the World Heritage application and the persuasive cooperation with all involved institutions

and decisions makers at a local, regional and national level before awarding the title was

possible. In 2012 the World Heritage Application in the German version was finished and

handed over in order to be internationally submitted in 2014.

There were different target groups that had to be reached: regional decision makers, Saxon

federal and Czech state government, interested citizens, federal business development, insti-

tutions and associations for tourism, institutions for heritage preservation, scientists in world

heritage studies, industrial archaeology, history of science etc. The approach was bottom–up

from local/regional stakeholders up to Saxon ministry sections (in Germany) and top-down

approach (Czech Republic) from regional museum Most, belonging to the region “Ústecký

kraj” and the ministerial section down to regional/local stakeholders.

In the project management a close connection to local communities, relevant institutions and

administrative agencies as well as regional partners was established in order to mind the

needs of future economic and infrastructural regional development. In 2003 the registered

association Förderverein “Montanregion Erzgebirge” e.V. (Friends and Supporters of the

Erzgebirge Mining and Smelting Area) was founded. The association with its working groups

for heritage, tourism, business development, mining, management and the mixed working

groups is member of many institutions in order to promote the World Heritage project, sup-

port and prepare relevant decisions and inform relevant target groups about new develop-

ments ( e.g. regional convent “Erzgebirge”; tourism association “Silbernes Erzgebirge”…)

The transnational activities and structures were created since 2005. They are the main func-

tion of the regional convent Erzgebirge in close cooperation with business development Erz-


gebirge. Financing came from the regional convent as well as of the association Förderverein

“Montanregion Erzgebirge” e.V. and its membership fee, donations and public funding. Fur-

ther money came from a contract under public law with 34 cities and communities as well as

3 countries.

There were different forms of campaigning reaching from cooperation with regional newspa-

pers to several publications by the Förderverein, exhibitions of objects and sites and the reg-

ular appearance of the project on events and conferences. Furthermore there were regular

meetings of the project working groups. By all this, the approval of all involved local authori-

ties and private owners as well as the Saxon Federal State Government, Saxon State par-

liament and the Saxon Federal Cabinet (east till west ore mountains (Erzgebirge)) was

achieved. There were jobs created jobs in the project coordination and application process. A

corporate feeling unites the whole region apart from administrative borders which is shown

by the transnational German- Czech cooperation at the local, regional and ministerial level.

Challenging are the different legal systems that must be kept in mind while managing the

project and the project progress.

Picture 28: Arno Lippmann mine shaft (Altenberg)

Source: Jens Kugler

Picture 29: Wolfsbinge at Blatenský vrch in the

Czech Ore Mountains.

Source: Jens Kugler

Picture 30: Müdisdorfer Kunstgraben (channel made

for technical purposes in the Saxon mining region)

Source: Jens Kugler

Picture 31: Depot house of the former silver mine

"Beschert Glück Fundgrube" Zug

Source: Jens Kugler


Picture 32: Web – signpost of campaign Montane Kululturlandschaft Erzgebirge/Krušnohoří

Source: www.montanregion-erzgebirge.de


The German image campaigns based on the industrial past want to valorize the industrial

heritage. The aim is to create an industrial, economic and cultural future out of the industrial

past. For this, the cultural potentials are used to show the economic capability of regions and

to create touristic products. Also gaining the title of a worldwide known label as the UNESCO

world heritage certificate is one form of valorization. By focusing on all dimensions and facets

of the industrial heritage support can be achieved from different stakeholders (e.g. geo- and

biotopes protection within the UNESCO World Heritage Project can assure cooperation and

support from environmental stakeholders) and demonstrate the broad relevance if industrial

culture. The cooperation with strong economic partners as the automobile industry can help

to implement image campaigns but limits the cultural freedom since a strong reference to the

branch is needed. The implementation of route concepts is very useful in connecting wide-

spread sites of one region that have an industrial heritage context. But for tourists it might be

difficult to visit all objects in one day if the distances are too big. For tourism agencies this is

a good opportunity to enlarge the number of overnight stays in their region. Also the exist-

ence of “double structures” with strong similarities can be more confusing than supporting to

tourists.

The given examples show that it is important to have long-term planning of image campaigns

and that all relevant stakeholders have to be involved as early as possible. Monitoring and

follow-up projects are important to keep up the achievements of image campaigns. Scientific

support is needed in order to accompany the campaigns and to research the intended image

changing effects afterwards (such as increased visitor numbers, overnight stays, number of

employees etc.). The division of work (also internationally if needed) between conceptual,

scientific and executive work helped the campaigns to succeed in changing the perception of

the East and Middle German old-industrial regions.


6. Good practice examples from Poland

6.1 Description of the strategies: Industrial heritage for learning and having fun

The Polish examples also orientate at existing image campaigns in order to benefit from

good practice examples in the field of industrial heritage based image campaigns by adapt-

ing them to its own Polish context and to benefit from lessons learned elsewhere. Good prac-

tice examples are the German Ruhr region industrial heritage festival ExtraSchicht – The

night of the industrial culture and the Europe-wide ERIH-network. With the Industrial Monu-

ments Route of Silesia and its annual festival Industriada, a lot of tourists as well as inhabit-

ants get in contact with the industrial past in a cultural context. By this, the image of the re-

gion in improved.

a. Industrial Route of Silesia

The Silesian Voivodeship as a former industrial area had a negative image concerning its

tourist attractiveness and was perceived as stereotype post-industrial area: economically and

environmentally declined with social disorganization and no interesting offers for leisure time.

The regional authorities made efforts to develop a regional touristic offer based on the indus-

trial past and the industrial heritage. There were strategic as well as operational and func-

tional documents in order to implement the territorial brand Silesia and with it industrial herit-

age tourism was indicated as one of four types of tourism in general. The inspiration for this

concept came from the Industrial Heritage Route of North-Rhine Westphalia and the Fire

Route in Wallonia/Belgium. The Industrial Monuments Route focuses on the citizens and

inhabitants of the Silesian Voivodeship.

The Industrial Monuments Route (IMR) was developed as a touristic-cultural thematic car

route and is one of the endorsed brands of Silesia. The route concept is a touristic product

that consists of many places and sites joined with an overarching concept (here: industrial

heritage). The sites are connected usually by away of marked trail for walking or driving and

has a touristic infrastructure situated along the route. The route runs for approx. 470 km and

connects 36 selected industrial heritage sites in the Silesian Voivodeship. The route con-

nects industrial museums of different branches such as mining, textile industry or railway

history. It reveals the former industrial character of the region and can be regarded as brand

network tourist product. It enables tourists to experience the wide range of the industrial past

with authentic, integer and outstanding sites. But industrial heritage routes cannot only cover

the industrial past of a region, but also connect the past to contemporary aspects such as

active industries, transformation or nature. The Industrial Monuments Route and its offer be-

come more and more an inherent part of the new paradigm for tourist activity. It states that

the principle reasons behind a person’s touristic trip are emotions, excitement and entertain-

ment. Focused on the industrial heritage it is heritage, handicraft, habitat, history.

The Industrial Monuments Route is unique in Poland and has been awarded with the Golden

Certificate of Polish Tourist Organization in 2008. As the only representative of Central and

Eastern Europe the route is part of the ERIH network since 2010 and therefore an important

element of the touristic offers of the region. There are different tools such as advertising,


public relations and sales promotion in the marketing communication in order to present the

industrial heritage sites as attractive places for leisure time. A special organizational structure

unit manages the IMR, with fixed budgets and tasks. The institutional stability is supportive

for the approach. In 2012 around 580.000 peoples visited the sites of the IMR.

Picture 33: Water station in Zawada

Source: Marshall Office if the Silesian Voivodship,

www.zabytkitechniki.pl

Picture 34: Museum Królowa Luiza



Picture 35: Brewery museum



Picture 36: Museum of printing industry



b. Industriada: The festival of the Industrial Monuments Route in the Silesian Voivodeship

Industriada is an annual one-day festival that celebrates the industrial heritage along the

IMR. It is the key event of the image changing campaign for Silesia based on the industrial

heritage and it promotes the industrial heritage sites as exceptional symbols of the region.

The event is held in June and combines manifold offers and activities on industrial heritage

surroundings. The events reach from concerts to film shows, exhibitions, sport competitions,

family picnics and firework displays. Example giving event was the ExtraSchicht at the Ruhr

region in Germany. There is a 10 year long cooperation between Silesia and the Federal

State of Nord-Rhine Westphalia. The scale of the offers is limited by the money available at

the individual sites which organize their events autonomously. In 2012 over 62.000 people

took part in Industriada which is 33.000 more than in the first event 2010. The main target

groups for the festival are residents of the Silesian Voivodeship aged 20-59 living in the ma-

http://www.zabytkitechniki.pl/





jor cities and their neighborhoods with a relatively good financial situation and educational

background. Furthermore the event attracts students and economically actives and families.

There is strong research and monitoring of the festival in order to provide a socio-

demographic description of the participants of the festival as well as for the visitor numbers,

raising awareness and approval in the public.

Main goals of the IMR as well as the Industriada are the increase of the profit for the Silesian

Voivodeship out of the industrial heritage tourism and on the long-term perspective to in-

crease the information about sites and to raise the number of regional tourists in their own

region. Mostly participants visit only one site during the event which is the site nearest to

their home. Further goals are the increase of the awareness of the festival and the industrial

heritage sites at the touristic networks and peoples mind. Furthermore the brand awareness

and the positive evaluation of the festival among the participants are aimed at. Realization of

both projects lies at the hand of the Marshal Office of the Silesian Voivodeship as well as

marketing agencies, media houses and the Industrial Heritage Promotion section of the Mar-

shal Office. On the day of the event, the Metropolian Association of Upper Silesia organizes

a free public transport system. The owners and managers of the heritage sites together with

local authorities are responsible for the planning, organization and execution of the event.

The campaign and the event are financed by the public fund at the disposal of the Silesian

Voivodeship self-government. The annual costs are between 500.000 up to 625.000 Euro.

The festival contributes to the image change of the region by product promotion of the route

sites by creating the opportunity to experience the unique sites and to have fun while learn-

ing about the industrial past. The image changing campaign has high effectiveness and effi-

ciency according to the ratio of goals of effects and the ration of goals to the expenditures. It

also proves the effectiveness of adopting successful practice examples to the own needs

and to cooperate with partners.

Picture 37: Industriada 2013 I.


www.industriada.pl

Picture 38: Industriada 2013 II.


www.industriada.pl

http://www.industriada.pl/


Picture 39: Industriada 2013 III.


www.industriada.pl

Picture 40: Industriada 2013 IV.


www.industriada.pl


The Polish examples shows the connection of the route concept with the festival concept in

order to improve the image of an old-industrial region by improving the image of its industrial

heritage. By this, next to the image lift, the profits of the Silesian Voivodeship from tourism

shall be raised as well as the number of visitors and overnight stays. The route concepts

gives the opportunity to involve also sites with little finanicial means in the industrial heritage

concepts which also correspondents to different scales of possible events. The Industriada

with its over 60.000 visitors is one example for big events that is made possible by the

financial support of the Marshal Office of the Silesian Voivodeship/the Silesian Voivodeship

government and its network. The fixed annual budget and the implememntation in the

institutional structure of the Sileseian Voivodeship helps to develop long-term perspectives

and plans such as a Summer of industrial culture in cooperation with ERIH. Due to a very

detailed scientific survey of the participants and vistitors of the Industriada as well as of the

Industrial Monuments Route for research purposes, the rising awareness and approval of the

inhabitants can be meassured. There was a significant increase of vistits at the sites of the

Industrial Monuments route. The concept gained a number of rewards and honors. A notable

amount of publication and media interest helped to improve the image of the region. Both

approaches to improve the image of old-industrial regions also show the positive effects of

working with good and best practice examples in order to develop own concepts on a high

level.


7. Critical assessment and conclusion In this section of the output the factors of success and the lessons learned from the present-

ed campaigns are evaluated. Both sides help the partners in SHIFT-X in developing their

own image changing campaigns. Factors of success need to be adapted to the own context

and lessons learned should be avoided in the future. It became clear that those cultural de-

velopment concepts for the image change of old-industrial regions have to be seen in a long-

time perspective. Industrial culture as a mean in the image changing process has proved to

be far better working in old-industrial regions than classical image campaigns.

7.1 Factors of success

The compilation of the collected national overviews on selected heritage-based image cam-

paigns showed that there are certain factors of success in such campaigns. They help future

developments to adopt successful best practice models to the own needs.

First of all it is important to involve very dedicated persons to the industrial heritage based

image changing campaigns. They can motivate politicians as well as investors, volunteers or

the public by their dedication. Furthermore they usually have a huge knowledge about the

regional industrial past and its monuments and can act as intermediaries between all stake-

holders from local authorities, economy, culture, touristic boards and the interested public.

So to let image changing projects be based on regional industrial heritage it is advantageous

to have such experts involved. Also the involvement and constant attention of local, regional

or if possible even national media is needed in order to support and boost peoples under-

standing and appreciation for the industrial heritage and its values.

Route concepts

Industrial heritage route concepts connect different industrial heritage sites, different branch-

es as well as the past with the present and future. Therefore they can be used to let visitors

experience the interdependencies between the different sites in a proper touristic offer or

touristic product. Even though the participating sites keep mostly autonomously in their own

management, overall institutions such as visitor centers or anchor points are needed in order

to present a cultural infrastructure for the tourists. Heritage routes definitely benefit from the

networking amongst each other and from the cooperation with bigger networks (like the ER-

IH-network). So they can learn from other good practice examples. Double branding must be

avoided. For tourists it is easier to comprehend clear belongings of sites to specific routes.

Scientific support

The cooperation with scientific partners helps to show and prove the economic effects and

potentials of heritage projects in the regional developments. These argumentations can be

used to convince stakeholders and potential investors to joint projects concerning the indus-

trial heritage and by this changing the image of the region. Most of the time the legal protec-

tion status of heritage monuments is perceived as an obstacle in the re-development of in-

dustrial sites. Scientific research can help here to change this perception. Furthermore, sci-

entific surveys can compile the relevant information and data on the effects of heritage pro-

jects and the achieved image change. By this, projects can be monitored even afterwards

and become the basis for further follow-up projects.


Private investments and involvement of strong economic partners

Sometimes private industries involve themselves into heritage projects. The reason can be

found in the belonging to the same industrial branch as the heritage object or in the aim to

improve the image of their firm by referring to its industrial past roots. Nevertheless, private

investment in industrial heritage projects and image campaigns can be the initial starting

point if no public money for heritage projects is available. By this, awareness is created and

also a sign set that involvement in industrial heritage projects is a possible form of invest-

ment. In the long perspective, this involvement can change the image of industrial heritage

as being economically difficult and change the correspondent opinion of politicians. But with

all the positive effects of private involvement it has to be kept in mind that dependencies are

created and a limitation of cultural freedom might be a result of this form of cooperation. To

avoid this, early involvement of all relevant stakeholders and a diversification of financial re-

sources are important. By this, the entrepreneurial responsibility for the region and its culture

can be strengthened and projects stand financially on safer ground.

Changing perception inwards and outwards

The collected examples of national good practice examples made clear that there are major

aims that have to be achieved by the industrial heritage based image changing campaigns.

Firstly, the image of the region has to be changed for the inhabitants. Since they have expe-

rienced the economic decline of their region along with all its consequences it is important to

raise their pride in the region and by this improving also the quality of life and work. Regional

image improvement can also convince regional firms to keep up their working places. Sec-

ondly, changing the perception and image of old-industrial for the people outwards the region

can create curiosity and by this attract them as visitors and tourist. But also the settlement of

new firms can be achieved if the region has a better image as being attractive as well for

private investments as also as place to life and work for good educated employees. Both

sides have to be kept in mind while creating a successful image changing campaign since

one goal cannot be achieved without the other.

Focus on education and fun events

Another good practice seems to be the connection of industrial heritage projects to cultural

events and festivals. By this, the industrial heritage sites serve as unique venues for manifold

cultural presentations. But at the same time the “educational mandate” that heritage objects

have is fulfilled since the monuments and the industrial past of the region are presented to a

broader public than to industrial heritage tourists alone. In general by this connection the

public awareness and also the media interest for the event as well as for the venue can be

maximized. In this way, the pride of inhabitants in their industrial monuments can be raised

but also the attractiveness for national tourists.


7.2 Lessons learned

The collected examples on national good practice industrial heritage based image changing

campaigns made clear that there are already some good ideas at hand. It is useful to learn

from these examples in order to adopt the root concept to the own regional needs and to use

certain interesting tools and instruments for the own campaigns to be developed. But the

examples also made clear that there are lessons learned that need not to be repeated or are

to be avoided straight from the beginning of an image changing campaign.

Time and objectives

First of all it is important to keep in mind that the image change of a region based on the in-

dustrial past, industrial culture and the industrial heritage is an ongoing process that cannot

fulfill all objectives at once. Thinking only in a short-term perspective should be avoided. So a

long-term perspective and systematic planning of image changing campaigns are of great

importance. Overall, the image campaigns have high and strong objectives they want to ful-

fill. So all objectives should be discussed and set up with all relevant stakeholders in order to

have as much support as possible in the region. These are to be reached only by long-term

cooperation of all regional players. This cooperation is work-intensive and hard to control.

But it helps to find out and prospectively to focus on exactly the aspired aims with the cam-

paigns. The aforementioned inward and outward perspective of the campaigns has to be

clarified in this early stage for all involved parties.

Financial background

The before mentioned close cooperation between stakeholders in the image campaigns can

be the basis for further cooperation in other projects or joined preparations of big events etc.

For this, the financial power of the involved regions has to be kept in mind and the political as

well as the administrative structures should be stable in the long-term perspective.

Straight from the beginning of image changing campaigns it should be understood that it is

important to plan financially also in a long-term context. Monitoring and follow-up activities

after the ending of the initial image change campaign should be implemented from the first

outset of the projects. With this the positive effects of the image campaigns and the coopera-

tion can be maintained. But financial resources for this have to be planned in the beginning

already. Otherwise it might be difficult to find financial support afterwards just for monitoring

purposes. Image changing campaigns based on the industrial heritage should not alone be

based either on public subsidies and or private funding but try to involve private investors or

local/regional working industries as well as public financial support if possible.

Scientific research

In order to evaluate and later on to communicate the results of the image campaigns, it is

important to have scientific studies and surveys (e. g. on visitor numbers, raising awareness

and interest) on the image campaigns in order to evaluate their effects and success. Other-

wise one will never know exactly in form of a simple input-output analysis whether the objec-

tives have been reached by the campaigns. Without this data it also is hard to learn from

past image changing campaigns by evaluating their results. In order to not forget the lessons


learned from former campaigns in old-industrial cities or regions image improvement it is im-

portant to establish an effective kind of communication and transfer of knowledge network

between these cities and regions.


8. Conclusion Aim of the “Transnational overview on heritage based PR campaigns“ at hand was the col-

lection and compilation of national good practice examples as well as their scientific reflec-

tion. The important question leading this output was: What can be learned from other indus-

trial-heritage based image changing campaigns and how can this help to develop new cam-

paign concepts for old-industrial regions? Another aim was to learn from the campaigns

where there are possible mistakes in order to avoid them.

The summarized information on factors of success and lessons learned can be helpful in

developing industrial heritage based image changing campaigns in the future as is planned

in the project SIFT-X for the involved regions Chemnitz/Zwickau and Lusatia (Germany),

Styria (Austria), Micro region Sokolov-East (Czech Republic) and Bydgoszcz (Poland). It is

efficient to adopt existing concepts to the own requirements and to avoid hindrances and

difficulties of former campaigns. It also came clear that a knowledge transfer in the field of

image changing campaigns is only possible by collecting practice examples (good ones as

well as not so good ones) in order to analyze them and learn from them. Only the basic ideas

and approaches as well as structural instruments and objectives are transferable since each

region is unique with its industrial past, present and future.

The short collection at hand can be a good starting point for future image changing cam-

paigns as well as a source and impetus for further research within the field of industrial herit-

age based image campaigns.


LIST OF FIGURES OR ILLUSTRATIONS

Picture 1: Glasgow (1990), UK– river Clyde .......................................................................... 8

Picture 2: Lille (2004), FRA ................................................................................................... 8

Picture 3: Liverpool (2008), UK .............................................................................................. 8

Picture 4: Essen /Ruhr region (2010), GER ........................................................................... 8

Picture 5: eisenerZ*ART - logo .............................................................................................11

Picture 6: S-Lkw und Menschen tanzen am Erzberg ............................................................11

Picture 7: Rostfest ................................................................................................................12

Picture 8: Foto exhibition – Eisenerz in the 1950s ................................................................12

Picture 9: Folder view - Kraft. Das Murtal. I. .........................................................................12

Picture 10: Folder view - Kraft. Das Murtal. II. ......................................................................12

Picture 11: Region Murau und Murtal ...................................................................................13

Picture 12: Logo of EHD .......................................................................................................15

Picture 14: Logo of Vestiges of the industry ..........................................................................15

Picture 13: EHD in the Czech Republic – Flyer 2012 ............................................................15

Picture 15: Vestiges of the industry – historical mill ..............................................................15

Picture 16: Vestiges of the industry – rail bridge ...................................................................15

Picture 18: Former docks on Isle of Nantes ..........................................................................16

Picture 19: Map of Isle of Nantes ..........................................................................................17

Picture 20: Machines of the Isle of Nantes - The Marine Worlds Carousel and The Big Elefant

.............................................................................................................................................17

Picture 21: August Horch Museum in Zwickau I....................................................................20

Picture 23: August Horch Museum in Zwickau II. ..................................................................20

Picture 22: 100 Jahre autoboliabau wirtschaftregion Chemnitz-Zwickau - flyer .....................20

Picture 24: Guided tour in open cast mine in Welzow ...........................................................22

Picture 25: Energy factory Knappenrode ..............................................................................22

Picture 26: ENERGY Route – Flyer ......................................................................................22


Picture 27: Lusatian Industrial Heritage – Flyer ....................................................................22

Picture 28: Arno Lippmann mine shaft (Altenberg) ...............................................................24

Picture 29: Wolfsbinge at Blatenský vrch in the Czech Ore Mountains. ................................24

Picture 30: Müdisdorfer Kunstgraben (water channel made for technical purposes in the

Saxon mining region) ...........................................................................................................24

Picture 31: Depot house of the former silver mine "Beschert Glück Fundgrube" Zug ............24

Picture 32: Web – signpost of campaign Montane Kululturlandschaft Erzgebirge/Krušnohoří

.............................................................................................................................................25

Picture 33: Water station in Zawada .....................................................................................27

Picture 34: Museum Królowa Luiza ......................................................................................27

Picture 35: Brewery museum................................................................................................27

Picture 36: Museum of printing industry ................................................................................27

Picture 37: Industriada 2013 I. ..............................................................................................28

Picture 38: Industriada 2013 II. .............................................................................................28

Picture 39: Industriada 2013 III. ............................................................................................29

Picture 40: Industriada 2013 IV. ...........................................................................................29


LIST OF REFERENCES

Online resources

http://ec.europa.eu/culture/key-documents/european-capitals-of-culture_en.htm

http://ec.europa.eu/culture/our-programmes-and-actions/capitals/history-of-the-

capitals_en.htm

http://commons.wikipedia.org

http://kraft.dasmurtal.at

www.eisenerz-art.at

www.coe.int/t/dg4/cultureheritage/heritage/EHD/default_en.asp

www.ehd.cz

www.iledenantes.com

www.lesmachines-nantes.fr

www.horch-museum.de

www2.bergbautourismus.de

www.energie-route-lausitz.de

www.lausitzer-industriekultur.de

www.montanregion-erzgebirge.de


www.industriada.pl

www.statistik.at

Literature

Palmer-Rae Associates: European Cities and Capitals of Culture. Study prepared for the

European Commission. 2004.

Schwarz, A. (Edt.): Industriekultur, Image, Identität. Die Zeche Zollverein und der Wandel in

den Köpfen. Klartext Verlag 2008.

Other

SHIFT-X Output 5.2.1 “National overviews on heritage based PR campaigns”




http://www.ehd.cz/


http://www.lesmachines-nantes.fr/


http://www.energie-route-lausitz.de/

http://www.lausitzer-industriekultur.de/

http://www.montanregion-erzgebirge.de/


http://www.industriada.pl/


Authors: Daniela Walther │PP3 │TU Bergakademie Freiberg │Institute for industrial ar-

chaeology, history of science and technology

Zdeňka Michalovská │PP6 │Micro region Sokolov-East

Contact:

Institution: TU Bergakademie Freiberg │Institute for

industrial archaeology, history of science

and technology

Address:

Silbermannstr. 2 │09599 Freiberg

Email:

[email protected]

Phone:

0049-3731-392459

Institution: Micro region Sokolov-East

Address:

Lázeňká 114

357 41 Královské Pořčí

Czech Republic

Email:

[email protected]

Phone:

+420 775 372 830

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