Marketing and Communications of Cultural Institutions in the Digital Era

In partnership with the Ministry of Culture and Information on 12 and 13 June 2015 we organised 'Marketing and Communications of Cultural Institutions in the Digital Era', a conference about the use of digital media in the promotion of cultural institutions and events.

Through various panels and lectures, this conference analysed the position of different cultural institutions and presented examples of 'digital transformation' some of them went through. It was attended by directors of cultural institutions that operate on the national, regional and local level, their colleagues in charge of public relations, as well as representatives from creative agencies from Serbia and the UK.

One of the speakers at the conference was Mark Borkowski, columnist for the British Guardian and a famous PR agent that represented some of the biggest names in the entertainment industry such as Van Morison, Cliff Richards, Cirque de Soleil, Three Tenors, Led Zeppelin, Eddie Izard, Bolshoi theatre and Michael Jackson.

As a part of this project, we also caled for the public to propose digital solutions that promote cultural institutions, events or projects in this area, after which our jury created a shortlist. It was then up to the internet audience to vote. 'Taxi Drama' project, done by Yugoslav Drama Theatre and creative agency McCann Belgrade was voted the best.

During the first day of the conference we were able to hear about the successful digital solutions that were implemented by our cultural institutions during their programmes in order to attract a younger audience.
Lecturers from the UK shared their experiences with the conference participants and presented some examples of how to use digital technologies in order to attract a new and younger audience.
People from the world of marketing also participated in this event which was a unique chance for them to get in touch with the representatives from cultural institutions and present their projects and solutions.
In order to showcase solutions that the cultural institutions can use in their own work, our colleague Željko Jovanović presented some projects we implemented in the region using primarily digital channels.
The second day of the conference was dedicated to the promotion of culture in traditional and digital media and to the strengthening of the connections between cultural institutions and the cultural editors.