Presenting and Promoting Cultural Heritage with Digital Media, Marketing Approaches and Methods. Good Examples

Abstract

Making the cultural and historical heritage of countries available and attractive to a broad public, including in a digital way, is a key to making it survive and be acknowledged and well-maintained in time. Researches and practices show that cultural objects, which are digitalized and promoted, are much more known, visited and attract better investments. Digital tools are more and more used - tools like video presentation, 3D models, interactive photos and video with objects, interactive presentations and games, online tours and life events in social media. Especially, after COVID-19 anti-epidemic measures were imposed, such digital and marketing methods of presentation and promotion became a necessity for museums, cultural institutions, events, festivals and other forms of cultural heritage, in order to continue their existence, work and reach to the public. The paper explores good practices and examples and a variety of media and marketing approaches and methods, which can be used for digital presenting and promotion of cultural heritage, historical objects, places and intangible cultural heritage.