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Communication Dans Un Congrès Année : 2019

Branding the performing arts in the digital age: Lessons from the Opéra de Paris

Juliette Ducros Passebois
  • Fonction : Auteur
  • PersonId : 1094019
Carole Martinez
Florence Euzéby

Résumé

Digital age creates a new context for performing arts organizations. They have to imagine innovative marketing strategies to draw audiences' attention. The objective of this communication is to question how legitimate cultural organizations can manage their brand and what levers they can use to address news challenges. Relying on a new brand management paradigm, named "community paradigm", we focus on a case study methodology. The "3 e Scène", the Paris Opera 3 rd stage, a fully digital creative platform, appears as a good illustration of the new community branding paradigm. Multiple data were collected and analyzed: interviews with 3e scène stakeholders, secondary data and systematic observation of all 3e scène contents. By adopting a disruptive approach and offering content inspired and created by crowdcultures, the brand resonates with its time while connecting with wider audiences.
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Dates et versions

hal-03174402 , version 1 (19-03-2021)

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  • HAL Id : hal-03174402 , version 1

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Juliette Ducros Passebois, Carole Martinez, Florence Euzéby. Branding the performing arts in the digital age: Lessons from the Opéra de Paris. 15th International Conference on Arts and Cultural Management, Ca'Foscari University of Venice, Jun 2019, Venise, Italy. ⟨hal-03174402⟩
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