Digital Strategy of Creative Industries Popularization among City

Post-industrial cities are characterized by the development of creative industries. They affect not only the modern economy, but also the formation of urban space, as well as the formation of a new creative community. But in Russia, the creative industries have been primarily developed over the past 20 years. In this regard, there are several difficulties faced by representatives from the creative industries, including communication difficulties. The purpose of this master's thesis is to evaluate the effectiveness of representatives from creative industries using digital tools. In the theoretical part of the thesis research, different approaches to the concepts such as "creative industries", "urban space" and "digital strategy" are systematized, as well as new approaches to these concepts are proposed in the framework of this research. The conceptual scheme is presented, where the city is seen as a place for implementing creative industries and influencing the formation of a new creative cluster. This conceptual scheme also includes offline and online marketing tools for interaction between industry representatives and their audience. In the empirical part of the study, the author identifies the audience's perceptions of the creative industries, creates a unique portrait of the consumer, taking into account demographic and value characteristics, as well as their media consumption. The methodology of this research is based on the offline questionnaire survey with an audience (N=307) and focused interviews with representatives of the creative industries in three areas: leisure, creative spaces, and artistic creativity (N=5). As a result, recommendations were formed for the interaction of industry representatives with their audience using digital tools.