Guest editorial: The online and offline impacts of Covid-19 on arts and cultural marketing

Abstract

The aim of the study was to reflect upon the use of digital audio-visual content for the marketing of cultural events in the relative organisations and foundations during the turbulent times of the COVID-19 pandemic by drawing on insight from a series of expert interviews. Issues investigated included digital content creation, arts marketing, use of digital media and new technologies, brand identity and strategy building. An effective combination of interesting audio–visual content, precise brand aspirations in terms of identity and vision, are what will lead a foundation to the audience it desires.