Marher Project

The Erasmus+Strategic partnerships KA2 project (Heritage Marketing for Competition of Europe in the global market) multiplier event has been organized by Vytautas Magnus University on 22 June 2022 in Zypliai Manor, Šakiai district, Lithuania.

During the event, project implementation experiences, project activities and project results were shared with local cultural tourism developers and members of local communities, i.e. a unique heritage marketing program was presented, which was jointly developed by project coordinators from Danitacom (Denmark) and project partners: University of Syddansk (Denmark), Vytautas Magnus University (Lithuania), I-Strategies (Italy), CBE (Belgium) and FVB (Italy).

During the event, the participants had the opportunity not only to get acquainted with the activities of the projects, to practice training course, but also to discuss the concept and challenges of heritage marketing and to participate in creative workshops, discussing the possibilities to use the stories linking companies to their origins as the creative tools for brand promotion and dissemination.

During the event heritage marketing was discussed as an important need of an organization of getting connected with its customers, generating empathic connections through the use of narrative universes, as well as discussing key competences of a new professional, innovative and creative figure, able to make the most out of values and stories: the heritage marketer.

The MARHER project is coming to an end, but activities continue to spread all the possibilities that heritage marketing offers to companies.

In the tool section (https://www.marher.eu/tools/) you can download a template to collect further interesting cases to add to our Heritage Marketing Map!

Once collected, you can send them to [email protected] or [email protected], the data will be used, in compliance with privacy regulations, to enrich the MARHER project's archive of geolocalised best practices.

It was time for the last in-person meeting for the partnership!

Hosted by the Danish-Italian Chamber of Commerce in Copenhagen, the meeting was the occasion to discuss about the results of the last series of event in the project.

First of all, the partner reported about the very positive experience of the Learning Activity hosted by i-strategies in Offida, that helped the partner focus better on what was needed to improve the tools for heritage marketing and storytelling. The contribution from all participant will help making the final improvement in Intellectual Output 3.

The Partnership then commented on the multiplier events that took place during the month of May ad June and of those that will be organized in the last stretch of the project.

After discussing the last minor details concerning reporting and project management the partnership discussed on how to capitalize on MARHER products and idea, paving the way for a new project, possibly coming in the next wave of Erasmus+ calls, to push innovation even further!

📚 The Marher Project is now being presented!
Discover more about heritage marketing and cultural heritage on the website of the project:

https://www.marher.eu/

Danitacom- Camera di Commercio Italiana in Danimarca
The Hive
Vytautas Magnus University (Vytauto Didžiojo universitetas)
i-strategies
Syddansk Universitet – University of Southern Denmark

Last week Danitacom- Camera di Commercio Italiana in Danimarca and Syddansk Universitet – University of Southern Denmark organized the Danish Multiplier Event of the Marher Project !

The Multiplier Event took place in the city of Sønderborg and the aim was to multiply and disseminate the project results and tools developed during the project to the target audience.

During the day, participants were introduced to the concepts of Heritage Marketing and Storytelling by Klarissa Lueg from SDU and the MARHER project and tools. In addition, Sanne Brodersen from Gram Slot spoke about the castle and its history.

The day ended with a tour of the university campus full of hidden history.

It was a great pleasure for us to disseminate the results of the project.

We thank all participants present for an incredible and inspiring day!

Spreading good practices among our start-up ecosystem is one of the goals FVB-The Hive has set itself over the years. An important part of the innovation of processes and knowledge comes from discussions with our European partners, who together with us participate in the production and development of innovative teaching materials to improve the ability of the entrepreneurs of the future to understand the market and act accordingly.

This is why we presented the results of the project at the Startup club festival organised at the Faculty of Engineering in Camerino.

We told how it is possible to use the stories that link companies to their territories, their origins and their founders as tools for brand promotion and dissemination.

We presented the training course devised by the MARHER project partnership, now available to everyone on the marher.eu website, to further explore this topic and help the entrepreneurs of today and tomorrow to use their company’s heritage for successful marketing.

Thanks to the Ditta Silvio Meletti family, the students of the Marher project were able to visit the factory that produces the famous Anisetta, the typical aniseed-based liqueur of the Piceno region.

The visit allowed the participants to immerse themselves in the history of the Meletti family, from the beginnings of the company founder to the evolution of the company during the 20th century.

The students were able to experience first-hand the impact that the family's heritage and tradition still has today in the promotion of the products and the brand around the world. Participants were also able to visit the production line and the machinery required for bottling.

Thanks to these testimonies we were able to see some of the principles of Heritage Marketing, which the Marher Project has condensed into the educational materials produced, come into action in the life of a historic Italian company.

The Marher Project consortium visited Gradara Castle to study how a rich artistic and cultural heritage can be used to promote the brand and reputation of a small town in the world.

The students had the opportunity to hear directly from the voice of the mayor of Gradara, Filippo Gasperi, how the small town has become a key player in the region's tourism landscape, becoming a point of attraction thanks to storytelling and heritage marketing.

The students visited the castle and the works of art inside, got to know Paolo and Francesca and the tragic tale of their love story, which make Gradara the city of love and fantastic storytelling.

The heritage linked to wine and food is a fundamental element of the Piceno territory. The students of the Marher project were able to appreciate how the agricultural traditions of the region are fundamental elements of a story that helps to enhance products and brands, especially when it comes to wines.

Thanks to the expertise of Ukrainian sommelier Alona Tikhovska, the participants not only tasted the wines of the Ciù Ciù Tenimenti Bartolomei winery, one of the case studies of the project, but also listened to the stories linked to wine production and learned to appreciate its flavours and aromas.

Thanks to the skillful use of gamification and storytelling, the students were able to learn how to use gastronomic heritage, and in particular that linked to wine production, to promote the products of the land and local tourism.

A different experience for the students of the project at Sonosphera. The advanced technological installation at the civic museums of Pesaro allowed them to experience in a completely new dimension parts of the Italian artistic heritage such as the magnificent frescoes of the Stanza della Segnatura, by the painter Raffaello Sanzio from Urbino.

The technological installation fascinated the participants and also involved them in an innovative sound experience aimed at preserving the sounds of nature in the rainforests, which are threatened by climate change and the hand of man.

The use of the cultural heritage of a territory for its own tourist promotion also passes through innovative technologies and the intersection of art, history and technology.

The partnership of the project has just spent 5 wonderful and intense days in the beautiful town of Offida.

i-strategies hosted the interactive workshop of HeritageMarketing, a learning activity aimed at testing the didactic materials produced by the project to train new professionals able to use the heritage of their territories and companies for the promotion of brands and products.

The educational activities proposed were many and varied: gamified lessons, guided tours, frontal lessons and interactive storytelling. Over the next few days, we will go into more detail about each activity.

Thanks to i-strategies for the hospitality and to all the students for actively contributing to the project activities. The project can now draw to a close, with so much teaching material produced not only on the basis of rigorous scientific knowledge but also on the basis of field tests.

Next stop in for the final meeting!

The European Heritage Awards/Europa Nostra Awards put a spotlight on remarkable projects, initiatives and personalities in the field of .

The EU awards heritage achievements across in four main categories:
1. conservation
2. research
3. dedicated service to heritage conservation
4. education, training, and awareness raising within Europe's cultural heritage sector

The European Heritage Awards/Europa Nostra Awards select every year up to 30 heritage achievements from all around Europe to receive this prize.

Among the laureates up to four of the winners are then selected for the that receives a monetary prize of €10,000 each. In addition, the public can vote online for their favourite project or initiative that will then receive the Public Choice Award.

manages the awards on behalf of the EU. Europa Nostra is the European voice of civil society committed to safeguarding and promoting cultural and natural heritage.