engleski

Marketing Aspects of the European Capital of Culture Programme

The European Capital of Culture (ECoC) is one of the most successful cultural programmes of the European Union, having numerous profound impacts upon economic and social development of a city. Certain cities have used their titles to raise their visibility and profile on the European and international scale, as cities with rich cultural offer. Cities included in the programme since its beginning in 1985 have been securing various funds for programme implementation. During the programme development, marketing budgets of ECoC cities have varied. The development of the Internet as a new medium, and especially certain online services, has changed the approach to information dissemination – EcoC title-holders. A part of communication strategy of ECoC cities has been transferred into the online sphere, which was not available to previous ECoC cities. This paper aims to investigate marketing aspects of the ECoC programme. Furthermore, it analyses the use of online services for ECoC title promotion in candidate cities in the 2016 – 2019 period.

European Capital of Culture (ECoC) ; urban marketing ; city branding ; cultural management ; online services ; promotion

The paper and Publication are indexed in: EBSCOhost, RePEc, EconPapers and Socionet.