La communication dans la diplomatie culturelle: au-delà des clichés institutionnels Étude de cas: La Saison France-Roumanie
DOI:
https://doi.org/10.37130/e8fn2261Keywords:
cultural communication, cultural diplomacy, bilateral projects, integrated campaigns, target audienceAbstract
Communication lies at the core of any cultural project playing an essential role in reaching the target audience. Nowadays, cultural communication campaigns can benefit from a diverse range of result-oriented tools as long as they follow a coherent integrated strategy. One of the most successful cultural communication campaigns in Romania and a suggestive example for practitioners was dedicated to the Romania-France Season, a unique cultural and public diplomacy project led by a memorable slogan: „Forget about clichés”. The article explores how this particular campaign was created: from the idea to setting the objectives and capitalizing on a series of communications channels.
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