Communication Abroad Europalia International A study that illustrates how a cultural institution can use marketing-communication to support its international mission 29-08-2011 Suzanne UGent 00601304 Thesis Meertalige Bedrijfscommunicatie Promotor: A. Vandendaele Communication Abroad Europalia International Suzanne Lambert (00601304) Table of Contents Acknowledgements ................................................................................................................................. 4 Abstract ................................................................................................................................................... 5 PART I: Communication Abroad Europalia International ....................................................................... 6 1. Introduction ......................................................................................................................................... 6 1.1 Europalia International .................................................................................................................. 6 1.2 Importance of this thesis ............................................................................................................... 7 1.2.1 Mission Europalia International ............................................................................................. 7 1.2.2 Literary study: communication/marketing strategy in the cultural sector ............................ 7 2. Research and Method ......................................................................................................................... 9 2.1 Research ........................................................................................................................................ 9 2.1.1 Research Question.................................................................................................................. 9 2.2 Method .......................................................................................................................................... 9 2.2.1 Ethnography ........................................................................................................................... 9 2.2.2 Quantitative .......................................................................................................................... 10 3. The planning and characteristics of the Communication abroad at Europalia International ........... 11 3.1 Leitmotifs in the communication abroad - Similarities europalia.china- europalia.brasil .......... 11 3.1.1 OPT/TVL ................................................................................................................................ 11 3.1.2 Cultural and touristic media ................................................................................................. 13 3.1.3 Packages: partnerships with several actors in the touristic sector ...................................... 14 3.1.4 Presence on fairs .................................................................................................................. 15 3.1.5 Communication agencies ..................................................................................................... 16 3.1.6 E-mailing and distribution .................................................................................................... 16 3.1.7 Free Publicity: International Press ........................................................................................ 16 3.2 Marketing-Communication Plan ................................................................................................. 18 3.2.1 The communication plan in Europalia International’s communication abroad ................... 19 3.2.2 Missing links in the planning of Europalia International’s communication abroad ............. 22 3.3 Conclusion ................................................................................................................................... 23 4. The impact and organization of the Communication abroad of Europalia International ................. 24 4.1 Critical note regarding past enquiries ......................................................................................... 24 4.2 Methodology Survey Dutch public May-August 2011 ................................................................. 25 4.3 Results Enquiries ......................................................................................................................... 26 4.3.1 Respondents Survey Dutch public May-August 2011 .......................................................... 26 Communication Abroad Europalia International Suzanne Lambert (00601304) 4.3.2 Number and Origin of foreign visitors .................................................................................. 27 4.3.3 Cultural interests .................................................................................................................. 28 4.3.4 Sources of information ......................................................................................................... 31 4.3.5 Knowledge of Europalia International .................................................................................. 34 4.4 Position/Organization of communication abroad ....................................................................... 36 4.5 Conclusion ................................................................................................................................... 38 5. General Conclusion: Europalia International’s communication abroad in the future ...................... 39 5.1 The communication abroad in the context of Europalia International’s mission ....................... 39 5.2 Recommendations....................................................................................................................... 40 5.2.1 Events (leitmotifs and impact) ......................................................................................... 40 5.2.2 Knowledge of Europalia International (leitmotifs and impact) ......................................... 40 5.2.3 Organization/position of communication abroad (Organization and planning) .................. 41 6. Afterword .......................................................................................................................................... 43 PART II: Internship at Europalia International ....................................................................................... 44 1. Europalia International ...................................................................................................................... 45 1.1 Company description................................................................................................................... 45 1.1.1 Structure ............................................................................................................................... 45 1.2 Corporate identity & Mission ...................................................................................................... 46 2. Internship at Europalia International ................................................................................................ 47 2.1 My instruction ............................................................................................................................. 47 2.2 Tasks and Results ......................................................................................................................... 47 2.2.1 Press ..................................................................................................................................... 47 2.2.2 Communication .................................................................................................................... 48 2.3 Personal and professional view on my internship ...................................................................... 50 Bibliography ........................................................................................................................................... 52 Appendix ................................................................................................................................................ 56 Communication Abroad Europalia International Suzanne Lambert (00601304) Acknowledgements I would like to thank everyone who has contributed to completing my academic career by helping me with this thesis. First of all, I want to thank my parents, Eddy and Miriam. Their support was always present and they advised me in all of my choices. I also want to express my gratitude to Astrid Vandendaele, my promoter, and Tom Bruyer who have given me the needed practical insights for writing this thesis. Moreover, I am very grateful for the opportunities the team of Europalia International has given to me. Especially the employees of the communication and press department have helped me in collecting the necessary data. Especially Elvira de Muynck and Colette Delmotte have always been available for answering my questions and giving moral support. Last but not least, I would like to show my gratitude to my boyfriend, Bas, to my sister and her boyfriend, Michelle and Olivier, and to all of my friends who have always given me the moral support and love I needed to go on. Communication Abroad Europalia International Suzanne Lambert (00601304) Abstract This thesis analyzes Europalia International’s communication abroad and to what extent it supports the international mission of the organization. Several aspects of the communication abroad are