Digital audiovisual content in marketing and distributing cultural products during the COVID-19 pandemic in Greece

Abstract

PurposeThe aim of the present study is to reflect upon the use of digital audiovisual content for the marketing of cultural events in the relative organisations and foundations during the turbulent times of the COVID-19 pandemic by conveying experts' interviews. The main question that the study seeks to touch upon is whether the digital audiovisual techniques implemented by cultural foundations and festivals in Greece during the COVID-19 pandemic were efficient in promoting artwork and stressing on social presence and whether their marketing and distributing processes of the artistic and cultural products manage to attract audience engagement and further enhance the foundations' brand. What the research seeks to examine is issues such as digital content creation, arts marketing, use of digital media and new technologies, brand identity and strategy building. Particular digital campaigns of foundations will be reviewed from a closer focus.Design/methodology/approachThe qualitative research is based on experts' interviews. The primary foundations that are in focus are the organisations of Thessaloniki International Film Festival (TIFF), Dimitria Festival in Thessaloniki, Greece and a major cultural foundation in Athens, Greece the Onassis Foundation.FindingsA proper combination of interesting audiovisual content and precise brand aspirations in terms of identity and vision are what will lead a foundation to the audience it desires. Adaptability is the element that defined the foundations in the turbulence of the times of a pandemic, and creativity is what made some foundations differentiate themselves from others. The digitization that the pandemic brought can be considered as a positive dimension as well, since foundations can combine digital and physical spectacles in the near future so that they can always be relevant.Research limitations/implicationsThis study identifies certain limitations that could be investigated by future research, the main one being the small number of the organisations and foundations under research and the limited number of interviewees. Furthermore, the fact that the research was performed in cultural institutions and that audiovisual features were integral in the artwork they serve could be considered as a limitation.Originality/valueThe originality of this research lies in the examination and registration of the implementation of innovative digital audiovisual techniques by cultural foundations in Greece to reach their audience during the COVID-19 pandemic.

Generations and Branded Content from and through the Internet and Social Media: Modern Communication Strategic Techniques and Practices for Brand Sustainability—The Greek Case Study of LACTA Chocolate

“…At this point it should be mentioned that this mini-film brand would initially only be available online on Valentine's Day (14 February 2010) on the campaign's official online site, but due to its huge impact on the Internet and social media, it was finally broadcast also on the private panhellenic television channel MEGA Greece on the same day with a huge impact on television viewership [6] (p. 19). To summarize, the interactive digital communication implemented in this context seems to have helped to initiate the building of LACTA's enduring relations with the audience [7,9,123,124].…”

“…Overall, what we need to keep in mind is that there will always be room for further improvement of strategic tactics and practices for maintaining and improving a brand through a plethora of business, communication and advertising activities, properly using theoretical approaches as basic public relations, advertising, and marketing communication principles from and through the Internet and social media, considering what other brands have also done [7,9,118,123]. Additionally, knowledge about the multi-generational marketing and the generations are characterized as crucial because not all generational cohorts are alike.…”