Cornwall shares cultural and marketing
knowledge with Brazil
Due to the ongoing success of Cornwall Arts Marketing and
the work they are undertaking to raise the profile of the
arts in Cornwall and promote Cornwall as a cultural destination,
Vanessa Harris, Marketer was invited by the British Council
to visit Brazil and share her expertise in cultural marketing
with the Department of Culture and the Minas Gerais State
Institute for Historical and Artistic Heritage.
The three day conference, held in Bella Horizonte in August
(18, 19 and 20 August 2003) and attended by the Municipal
Secretary of Culture, involved three key speakers from the
UK, two of whom work in Cornwall, lecturing on Cultural Marketing
and Industrial Heritage.
Vanessa Harris describes her reasons for Cornwall Arts Marketing
going and what they hoped to achieve.
"We were asked to lecture on 'Marketing - the Public
Image of a museum, gallery or heritage site' and then
spend two days working with professionals within the Heritage
and Culture sector sharing my knowledge on cultural marketing.
The great thing about the conference was being able to work
with these professionals in a workshop environment rather
than spend 3 days lecturing. I believe this is the first time
that interactive workshops have been used in Brazil to exchange
knowledge, and the feedback from the British Council was that
they were a huge success.
"With little expertise in cultural marketing, the professionals
in my group were very receptive to learning more about the
concept of branding and marketing and I feel confident that
they will go away and build on what they have learnt to achieve
their objectives of increasing awareness of their heritage
organisations and increasing visitor numbers.
"The work that Cornwall Arts Marketing is achieving with arts
organisations in Cornwall has so far been a huge success.
Part of our remit is to promote the arts in Cornwall internationally
so I was pleased to be able to share some of CAM's learnings
with our Brazilian counterparts through live case studies.
Like Cornwall, Brazil is very strong in mining and is rich
in artistic culture and heritage so it was a great opportunity
for me to experience how they do things out there!
"As a result of the conference, I believe that cultural links
between the UK and Brazil, and in particular, Cornwall and
Minas Gerais have been strengthened. They have already expressed
an interest in getting Kneehigh Theatre Company to perform
at a major festival next year which is great."
The British Council is now seeking further ways to enhance
the relationship with Cornwall and its Brazilian equivalent
Objective One Partnership Office
Truro TR1 2UD
Tel: 01872 241379
Fax: 01872 241388
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