Innovative Audience Development

Presenting the Project at the European Cultural Heritage Summit in Berlin, Germany (above); presenting the project at the 7th Workshop on Culture and Digitalization in GdanskPoland (below)
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Project/Client: Cultural Heritage Innovative Audience Development, Best Practices

OECD LEED - Forum on Partnerships and Local Development 

Cultural Heritage Innovative Audience Development Best Practices is a research project developed by Economía Creativa for the European Year of Cultural Heritage 2018, published in March 2018, widely disseminated across Europe and beyond by Ministries, Asia-Europe Foundation, Networks (such as NEMO); with a comprehensive press coverage internationally; recognized as good practice by OECD Forum LEED.


We present here a reviewed edition (April 2019) of the report enriched by the experience of presenting its key findings at international expert groups, conferences and symposiums such as the European Cultural Heritage Summit in Berlin (Germany), Voices of Culture EU Structure Dialogue between the European Commission and the Culture Sector in Brussels (Belgium), 7th Workshop on Culture and Digitalization in Gdansk (Poland) and XpoNorth Festival of Creative Industries in Inverness-Scotland (UK). It has also been further developed the section of Cultural Heritage and the Sustainable Development Goals.


The report presents12 good practices, identified through an online questionnaire, from 12 EU countries (Spain, UK, Germany, Poland, Italy, Romania, Croatia, Greece, Sweden, Portugal, Czech Republic and Hungary) on how cultural heritage can be a catalyst for local sustainable development, harnessing entrepreneurship, promoting responsible tourism, job creation and social inclusion by enabling innovative audience development techniques including augmented reality and social media storytelling, among others, to attrack both local inhabitants and tourists, enhancing social inclusion and intergenerational dialogue and gender equality.


The report outlines methodology and guidelines for cultural and heritage site managers, tourism boards, storytellers, marketers and anyone interested on audience development and storytelling applied to culture and creative industries, to create an Audience Development Plan to strategically engage and grow a target audience.

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Research and Strategy for Global Impact

EC is a creativity & innovation lab.

We are base in the EU. We work globally.

We have base camps in Málaga (Spain) & Warsaw (Poland); we are frequently in Brussels (Belgium).


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