The International Journal of the Arts in Society: Annual Review

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The Role of Marketing to Cultural Sponsorship: A Case Study "Chiado's Theatre Company"


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1 University of Lisbon, Lisbon, Portugal
     

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In a 21th century scenario and under the demands of a growing competitive market, cultural institutions need to be independent and autonomous from the government and to work in order to establish a striking profile to attract possible partners, with advantages for both parts. Marketing has a crucial role in this case with specific techniques that gradually acquire critical relevance and prepare institutions to adjust and adapt to this new reality. "Chiado's Theatre Company" is a seminal example and is at the core of this research, namely on account of its characteristics. Has an increasingly impactful marketing strategy and successful partnerships, becoming a unique case in Portugal of success for such a small theatre company and the fact of having several plays for long period of time, about 13 years.

Keywords

Cultural Institutions, Theater Company, Marketing, Sponsorship.
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  • Colbert, Francois (2001), Marketing Culture and The Arts. Montreal: Presses HEG.

  • Curvelo, Rita (2006), Marketing Culture and the Arts-interview with Francois Colbert, Communication and Culture, n.°1, pp. 173-180.

  • Morais, Ines (2009), "Captacao de Publicos por Grupos Culturais-A case study Companhia Teatral do Chiado", Master Degree Thesis. Lisbon: ISCTE.

  • Council of Europe/ERICarts (2010), Compendium of Cultural Policies and Trends in Europe, 11th Edition.

  • European Parliament (2006), Financing the Arts and Cult ure in the European Union.


Abstract Views: 104

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  • The Role of Marketing to Cultural Sponsorship: A Case Study "Chiado's Theatre Company"

Abstract Views: 104  |  PDF Views: 0

Authors

Ines Isabel Oliveira Ramos Rebelo Morais
University of Lisbon, Lisbon, Portugal

Abstract


In a 21th century scenario and under the demands of a growing competitive market, cultural institutions need to be independent and autonomous from the government and to work in order to establish a striking profile to attract possible partners, with advantages for both parts. Marketing has a crucial role in this case with specific techniques that gradually acquire critical relevance and prepare institutions to adjust and adapt to this new reality. "Chiado's Theatre Company" is a seminal example and is at the core of this research, namely on account of its characteristics. Has an increasingly impactful marketing strategy and successful partnerships, becoming a unique case in Portugal of success for such a small theatre company and the fact of having several plays for long period of time, about 13 years.

Keywords


Cultural Institutions, Theater Company, Marketing, Sponsorship.

References