Our starting thought come from a phrase which may sound a cliché to many of us, but still, it carries wisdom and truth that we must accept: “Give a man a fish; you have fed him for today. Teach a man to fish; and you have fed him for a lifetime."
There are dozens of cultural, sport and other festival programmes that are financed from various EU funding sources but once the finances are not secured this way, the continuation of the events, their sustainability becomes questionable. In order to create a border area that provides a great variety of cultural programmes, we needed to free and multiply those resources which served this objective the best: creative minds, organising skills, regional and cross-border networks.
Cross marketing techniques appeared to be extremely useful tools for festival and event organisers of the region, enabling them to multiply their efforts in managing traditional events or organising new cultural programmes. In order to learn more about the topic and to enable our target group to capitalise on their studies, the Consortium elaborated a training programme and organised workshops for experts and other stakeholders involved in this area. Cross-border networks were created and pilot events were organised and held. Match-making workshops for festivals and cultural events took place all around the Programme Area.
In order to reach our goals, we carried out the following activities:
· Development of a marketing guideline with a special focus on cross-marketing techniques.
· A marketing course dedicated to festival and event organisers, and other important operative personnel from the Programme area.
· Development of an image booklet.
· Harmonising sub-regional and local brands.
· Website development and operation.
· Preparation of maps, brochures, promotional materials/objects.
· Organising pilot events (festivals, performances, theatrical tours, concerts, exhibitions, art workshops, charity events, sports championships etc.).
· Organising conferences and workshops.
· Communication- and media actions.
· Establishing networks among local media providers acting in public interest to advertise the programme area through its natural, historical, cultural and other features.
· A bilingual closing conference for event organisers.