On-line journal no. 4 – July 2012 - Modelling the New Europe

On-line Journal Modelling the New Europe
Issue no. 4/2012
to promote and support the event before and during the cultural year, Cluj-Napoca intends
to work closely with an Irish city. This was the attitude of Sibiu as well when then it chose
to work closely with Luxembourg. These partnerships are considered beneficial because
they cause an exchange of experience between the two cities, intercultural exchange and
support in many domains 14 and all these are leading to future development.
Referring to those above-mentioned, we are wondering if all this promotion effort will be
good enough to attract for the city of Cluj-Napoca, in 2020 (if this city is named the winner
of ECoC title among all Romanian candidates), a positive and higher than Sibiu’s in 2007
impact. We cannot, however, forget the fact that Sibiu had sent the letter of intent on
becoming ECoC to the European Commission, only three years before the title and that the
event promotion met some gaps because of the limited period of time. In this respect, Cluj-
Napoca will have ten years to prepare its promotion strategy and to make sure that the
cultural message will be sent through as many media as possible. Therefore, we believe
that this asset will create more intense and longer lasting effects than those of Sibiu. We
also believe that all these promotional activities that occur before the cultural year of 2020
will provide to Cluj-Napoca and to Transylvania greater visibility not only among the
Romanian public, but also among the foreign one because Cluj-Napoca is collocate with
the hard of Transylvania.
Moreover, we believe that these actions are beneficial not only the city / region that
receives the name of ECoC, but the entire country, which becomes as well more visible
among foreign citizens because it represents the country of origin of one of the ECoC
2020. At the same time, promoting the event will attract a large number of spectators,
which will cause economic effects as well to the region, subject that we already have
mentioned at the firs subtitle of the article.
14 Information obtained from an interview with Florin Moroșanu, former director of the Cultural Department
at the City Hall of Cluj-Napoca
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