As has been stated, to engage with a creative economy is to engage with the world.
While most, but not all initiatives, will be carried out at a local level, the maxim ‘think global, act local’ must be taken to heart. It is imperative to understand that any attempts to attract attention from around the world must be accompanied by ‘world class’ high quality presentation material, press release information, associated web site design and content, official publications and all on the ground identity material.
This approach is a ‘root to branch to leaf’ philosophy. In order for the desired message to be communicated authentically, it is not enough to simply design some glossy brochures and distribute them to a second hand mailing list. Long term, fully informed, planning is essential to build from a firm base and extend the marketing activity out from a foundation of core values that can be clearly articulated and illustrated. A professional overview of this process is imperative and a method for approval must be set up before any documents or information is released to media. Each such release is an opportunity to impress and reinforce a message if done coherently and consistently. Done badly, it is an opportunity to damage previously hard fought for reputation.
A graphic language must be evolved that will be employed at every opportunity and especially for official publications/sites/brochures etc. When control cannot be exerted over other bodies who may be connected with the creative activity of the region, but not fall under the authority of a central office, these bodies should be invited to use similar graphic styles.
location specific comments; Sapporo, Melbourne
All communications in foreign languages must be overseen by specialist copywriters in the language. The desire to engage fully with the international world will be first-glance apparent when language issues are managed in this way. For example, a website in English that is full of grammatical errors and spelling mistakes may be charming but it sends a message of amateurism and lack of attention which will not be taken seriously by English speaking commentators.
World class means working with people that already operate in the global creative economy. An understanding and experience of this market is essential.
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