La communication dans la diplomatie culturelle: au-delà des clichés institutionnels.
Communication in Cultural Diplomacy: Beyond Institutional Clichés

Case Study: The France-Romania Season

Summary/Abstract: 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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