Europeana media campaigns in Belgium - Jef Malliet

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Europeana Awareness Assembly, Prague, 10 July 2013

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Europeana media campaigns in Belgium - Jef Malliet

  1. 1. WWI Collecting DaysWWI Collecting Days Europeana AwarenessEuropeana Awareness WP1 - Media Campaigns in BelgiumWP1 - Media Campaigns in Belgium Jef Malliet, Erfgoedplus.beJef Malliet, Erfgoedplus.be Prague, 9 July 2013Prague, 9 July 2013
  2. 2. July 9, 2013 The Belgian caseThe Belgian case FragmentationFragmentation Separate Policies – Agendas - MediaSeparate Policies – Agendas - Media  Politics: 7 governmentsPolitics: 7 governments • Federal levelFederal level • Flemish | French | GermanFlemish | French | German communitiescommunities Person-related mattersPerson-related matters • Flemish | Walloon | BrusselsFlemish | Walloon | Brussels regionsregions Territory-related mattersTerritory-related matters  Media:Media: • Flemish | French speakingFlemish | French speaking  Heritage PolicyHeritage Policy
  3. 3. July 9, 2013 Belgian Heritage PolicyBelgian Heritage Policy FragmentationFragmentation22 Flemish CommunityFlemish Community Walloon CommunityWalloon Community German CommunityGerman Community €€ Flemish RegionFlemish Region Brussels RegionBrussels Region Walloon RegionWalloon Region €€€€€€  Movable heritageMovable heritage  Intangible heritageIntangible heritage  LibrariesLibraries Federal StateFederal State BelgiumBelgium 55 ProvincesProvinces 5 Provinces5 Provinces  MonumentsMonuments  ArchaeologyArchaeology  LandscapesLandscapes  ‘‘Royal’ MuseumsRoyal’ Museums  ‘‘Royal’ InstitutesRoyal’ Institutes  Public ArchivesPublic Archives  People - CulturePeople - Culture  TerritoryTerritory  IntegratedIntegrated  Drill-downDrill-down  X-domainX-domain E.g.:E.g.: •Some coordination (e.g. digital heritage)Some coordination (e.g. digital heritage) •WWI collecting daysWWI collecting days
  4. 4. July 9, 2013 Collecting daysCollecting days WWI commemoration 2014-2018WWI commemoration 2014-2018  Ieper, In Flanders Fields Museum 12/12/12Ieper, In Flanders Fields Museum 12/12/12 Pilot, Part of Europeana Awareness WP2Pilot, Part of Europeana Awareness WP2  Heritage Day 21 April 2013Heritage Day 21 April 2013 (is not the European Heritage(is not the European Heritage Day – in Flanders: OMD – Open Monuments Day in Sept./Oct.)Day – in Flanders: OMD – Open Monuments Day in Sept./Oct.) 3 events: Antwerpen, Hasselt, Leuven3 events: Antwerpen, Hasselt, Leuven  Other Collecting DaysOther Collecting Days • 18/5 Dendermonde18/5 Dendermonde • 22/5 Aarschot22/5 Aarschot • 7/9, 15/9, 12/10, 19/10, 12/11, 14/12, 2/3, 23/3, ...7/9, 15/9, 12/10, 19/10, 12/11, 14/12, 2/3, 23/3, ...  So far none in ‘Federal’ Brussels or in FrenchSo far none in ‘Federal’ Brussels or in French speaking partspeaking part
  5. 5. July 9, 2013 Collecting daysCollecting days FeaturesFeatures  Each CD another organisor (most underEach CD another organisor (most under coordination of a Province)coordination of a Province) • Heritage-related institutionsHeritage-related institutions • Own website, projects, stakeholders, network ofOwn website, projects, stakeholders, network of volunteersvolunteers • Own WWI commemoration activitiesOwn WWI commemoration activities • Own press-contactsOwn press-contacts • No (direct) connection with EuropeanaNo (direct) connection with Europeana  PR materialPR material • Hard to make joint announcementsHard to make joint announcements • Each wants to use own profileEach wants to use own profile • Europeana PR material = supplementaryEuropeana PR material = supplementary
  6. 6. July 9, 2013 Collecting daysCollecting days MediaMedia  Communication to the pressCommunication to the press • Not uniformNot uniform • Each institution has their own channels and requirementsEach institution has their own channels and requirements • Europeana not central, cannot be imposedEuropeana not central, cannot be imposed • Europeana cannot attract their target groupsEuropeana cannot attract their target groups • Costs/time cannot be justified for EuropeanaCosts/time cannot be justified for Europeana  Interest of the pressInterest of the press Before the event:Before the event: • Hard to get – only local press carries the announcementsHard to get – only local press carries the announcements During the event:During the event: • Press is interested in speaking with participantsPress is interested in speaking with participants Reporting:Reporting: • Interest in the stories, not in the organisationInterest in the stories, not in the organisation
  7. 7. July 9, 2013 Media CampaignMedia Campaign BalanceBalance  Scattered like the Belgian political and heritageScattered like the Belgian political and heritage policy landscapespolicy landscapes • Hard to do one national campaign (so far action only inHard to do one national campaign (so far action only in Flanders)Flanders) • Motivate other parts of Belgium through success inMotivate other parts of Belgium through success in Flanders???Flanders???  Interest has been raised at local levelInterest has been raised at local level • Many events, connected to EuropeanaMany events, connected to Europeana • Many local institutions (organisors) learn to knowMany local institutions (organisors) learn to know EuropeanaEuropeana • Their target groups are exposed to EuropeanaTheir target groups are exposed to Europeana  Larger scale press action still possibleLarger scale press action still possible • Attracting attention to the local content in EuropeanaAttracting attention to the local content in Europeana 1914-1918 website1914-1918 website
  8. 8. July 9, 2013 Thank youThank you Contact:Contact: jef.malliet@limburg.bejef.malliet@limburg.be www.erfgoedplus.bewww.erfgoedplus.be

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