Audiences’ experiences of the Valletta 2018 brand

Abstract

The project studies how audiences engage with the different forms of communication that the Valletta 2018 communications programme transmitted throughout the run-up to and during the manifestation of the European Capital of Culture programme. Longitudinal in nature, this study adopted an innovative data gathering approach involving real-time experience tracking, seeking to determine the effects each type of communications transmitted by Valletta 2018 purport on the different audiences as reflected in individuals’ attitudes and behaviour. This study builds on the quantitative initiatives the Evaluation and Monitoring committee undertook in the form of periodic CATI Valletta Participation Survey, and investigates how audiences engaged with the Valletta 2018 brand by: - exploring the touchpoints1 that feature in individuals’ engagement with the Valletta 2018 brand; - determining the sequences of encounters that individuals experience in their engagement with the Valletta 2018 brand; and - assessing the effects that such encounters produce on individuals experiencing the Valletta 2018 brand.