Transnational Marketing – European ICH Experiences

About Work Package 7

This WP will focus on the creation of a transnational marketing and brand building initiative in order to promote the AA ICH and the development of related innovative experiences, products and services. Partners will establish a European Atlantic ICH Route to be subsequently enlarged beyond the project lifetime.

The creation of the Route, fully consistent with the priorities of the Atlantic Area Programme as well as with the EU Tourism Policy Framework, will strengthen and justify the transnational value of this project and its proposed activities and will help to increase the number of visitors and the sustainable development of their territories.

In order to develop the Route, the following activities will be undertaken: the design of a corporate image and a brochure on the Route, a web site (WP2) as well as a marketing videos.

The main outputs will be:

• Jointly produced ICH Marketing Plan to identify key target markets and plan actions
• Jointly develop high-quality immersive media content for the Atlantic CultureScape Experiences and products
• Transnational Marketing of ICH Route to identified target markets and at meet the buyer type events
• Collection of Atlantic CultureScape Experiences and products into a promotable ICH Route

Actions

WP 7.1 Develop an Atlantic CultureScape marketing strategy and action plans for small and medium sized local cultural businesses and organisations.

Deliverable: Jointly produced and implemented ICH Marketing strategy and SME Marketing Plans

WP 7.2 Selling Atlantic CultureScape products and experiences at tourism and cultural events

Deliverable: Dissemination actions

WP 7.3 Develop promotional material : digital content for online platforms and merchandise for industry

Deliverable: Industry ready digital content

WP 7.4 Create an Atlantic CultureScape Intangible Cultural Heritage Experiences Routes

Deliverable: Atlantic CultureScape Intangible Cultural Heritage Experiences Route.