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Collaboration between Cultural Institution and Commercial Brand as a Method of Communication with the Audience and Increasing Their Involvement in the Cultural Process

Student: Daria Danilchenko

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

The main aim of this research is to explore cultural institutions and commercial brands and their collaboration with each other. The study examined methods of increasing engagement with audience while building a partnership with brands. Different ways of cooperation with brands are studied, the main processes of increasing the interaction of viewers with cultural sphere were identified, as well as key and relevant factors that help to increase the level of potential loyal audience in the process of learning culture. The work analyzed three cases of collaboration between the brand and the cultural institution - the Hermitage and Apple, the Gallery on Solyanka and Shiseido, the Bolshoi Theatre and Ingosstrakh. A survey was conducted to identify how the collaboration helps to increase the involvement of viewers in the process of communicating with cultural reality.

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