Communication in a crisis situation: Hans Christian Andersen 2005 5th EFC Chief Executive Symposium April 18.-20. 2007 Presentation • Poul Bache • Director general, Danish Arts Agency • Chairman, The Hans Christian Andersen 2005-foundation The HCA 2005 Foundation • Foundation founded 2002 by The municipality of Odense, The Bikuben Foundation and the State. – Board of govenors appointed by the founders – Secretariat headed by a secretary general The goal • To give as many as possible a better and more differentiated knowledge of Andersen and his works... 2. April 2005 Goals of the HCA 2005 celebration • To create many different pictures of HCA – in order to stimulate the interest for the works of Andersen… • .. By the means of ambitious artistic productions on an international level and a number of smaller events on a less ambitous level. • .productions with broad popular appeal as well as projects aimed at more specific target groups.. The strategy – Projects concerning • Culture and art • Education • Turism – Communication Funds • The State 77,8 mio • Odense City / The County of Fyn: 40 mio • Other municipalities: 32,2 mio • Bikuben Foundation: 80 mio. • Total: 230 mio Distribution of funds (DKR) Projects: • Arts and Culture: 113,5 mio. • Education: 15,5 mio. • Turism: 24,5 mio. Opening : 27,5 mio. PR and communication: 24 mio. Secretariat 25 mio. Total 230 mio. Projects: geografical distribution • 50% Denmark • 25% Europe • 12% North America • 8% Asia • 5% The rest of the world The projects:principles The Foundation itself is not producing The Foundation gives financial support to projects, The Foundation does not give 100% support to a project – co-funding from other parties is required Communication strategies Have PR responsible for PR and communication • The appointment of Andersen Ambassadors Press launches in selected countries • Intense media coverage of project activities • Tourism promotion internationally • Co-branding with commercial partners The Hans Christian Andersen Ambassadors • The Hans Christian Andersen bicentenary generated early media exposure by appointing a number of notorieties in selected countries as goodwill Hans Christian Andersen Ambassadors • In all, 204 personalities within culture, politics, sport and business were appointed in 52 countries on all continents. Honorary Ambassadors HCA Ambassadors Co-branding • Co-branding has been an essential part of the communications strategy of the Hans Christian Andersen bicentenary as well as an important factor in generating public awareness of the event. Many private companies and organisations have given the Hans Christian Andersen bicentenary an added communications platform by entering commercial license contracts with the Hans Christian Andersen 2005 Foundation and the Hans Christian Andersen abc Foundation. The licenses grant the enterprises the right to use the official HCA2005 logo commercially on specific bicentennial products. The humanitarian initiative • The humanitarian initiative resulted in the formation of the HCA-abc Foundation. • The HCA-abc Foundation cooperates with UNICEF and UNESCO in their existing illiteracy programs. The results The projects • HCA2005 resulted in financial support to 250 projects and a official cooperation with further130 projects. • Only ten projects were not seen through for different reasons – financial as well as artistic. • Apart from the official projects local initiatives contributed to making the total amount of HCA2005 projects more than 2000 projects worldwide. Media coverage • The event was covered by the press in more than 60 countries. • The media monitoring and evaluation agencies Durrants of London and Observer of Copenhagen monitored the media coverage in 35 selected countries. Press clippings amount to a total of 14,903. Media coverage value The OMD media analysis agency has completed a valuation assessment of the media exposure : • The value of the international media coverage: * Printed media : DKK 2.620 million * Radio: DKK 12 million. * TV: DKK 437million. * VNR: DKK 32 million. Total value: DKK 3.120.million. Prize winning PR Have PR won the internationally acclaimed and prestigious European SABRE Awards 2005 in the category "Entertainment and Culture" for the PR and communications work for the Hans Christian Andersen Foundation Evaluation of the HCA-2005 celebration • Evaluation report by The University of Southern Denmark, february 2007. The evaluation: Conclusions • The celebration substantial results, both in Denmark and internationally, many of long-lasting value. The project was generally a success. • A substantial positive awareness of HCA was created outside Denmark • The general positive story about Andersen was to some extent damaged by the events after the opening show More Conclusions .. • The presentation of Andersen as a serious artist should have been more distinctly separated from the more popular events • The organization of the HCA-Foundation was not optimal for such a ambitious celebration. • The celebration has thought us some lessons for future use. What went wrong, and what have we learned?? Weaknesses in our organization • Secretariat to small to cope with the project • Uncertainty over important strategic issues : – Project funding – The humanitarian initiative Stories told…………..
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