Timișoara, November 28, 2024 – The National Cultural Program Timisoara – European Capital of Culture in 2023 continues to leave its mark on the city and on the entire continent. Between 2022 and 2024, Timișoara has become a vibrant center of cultural innovation, bringing together people from various corners of the world and solidifying its status as a European cultural hub. The communication of the program has made its impact visible both among the local audience and among visitors from both within Romania and abroad, with events and projects being accessible to a diverse and extensive audience.
Audience and Public Engagement
One of the main missions of the Timisoara – European Capital of Culture 2023 Association was to manage the communication of the cultural program through funding allocated by the Ministry of Culture, supplemented by private funds raised through strategic partnerships and contributions from the annual memberships of AGA (including local public authorities: the City Hall of Timișoara and the Timiș County Council).
Besides the city's residents, the program attracted visitors from both Romania and abroad (mainly from European countries), as well as from cultural communities on other continents.
Thus, all these funds allowed the creation of a communication program accessible to all cultural operators, through which they could present events on the official website (www.timisoara2023.eu), publish details in the weekly newsletter with over 5,000 subscribers, utilize 9 backlit panels, 2 mesh panels, and 8 LED screens; additionally, 8 two-meter by two-meter cubes with the monthly program were placed in neighborhoods across the city, and posters and flyers were distributed monthly by TM2023 volunteers. These actions generated local monthly audiences of around 300,000 people who learned about the events in the official TM2023 program.
In the country, a large-scale campaign was conducted to promote Timișoara in the cultural context, disseminating information about the most important events of the official program and encouraging people to choose Timișoara for a cultural city break. The materials were primarily visible in major cultural centers such as Bucharest, Sibiu, Oradea, Deva, Arad, Cluj, and Craiova, reaching an audience of over 5,000,000 people.
Digital Audience
Additionally, a significant number of people learned about Timișoara and its cultural activities online. Digital platforms and social networks were essential channels for promoting the cultural program, contributing to the growth of international audiences. Nearly 1,000,000 unique users interacted directly with the digital content created on the social media accounts, and online promotional campaigns reached a global audience of around 30 million people. Timișoara also succeeded in attracting international media attention, receiving significant coverage in prestigious publications (New York Times, Financial Times, La Stampa, El Pais, Le Monde, Time, etc.) and media channels across Europe. Between 2023-2024, a total of 480 journalists, both Romanian and foreign, visited Timișoara at the invitation of the Association, including 140 from countries such as France, the UK, Greece, Cyprus, Bulgaria, Poland, Germany, Austria, Hungary, and Spain. The total media appearances amounted to 6,237 items (print, radio, and TV), generating a media value of over 44 million euros.
Audience Diversity
Another remarkable aspect of the Timisoara 2023 program was the diversity of the audience. The events were carefully designed to attract all categories of the public, from children and young people to seniors, cultural professionals, and business tourists. Through educational projects, interactive exhibitions, and "open door" activities, Timișoara became a meeting point for people from all corners of the world, facilitating intercultural interactions that reinforced social cohesion.
Perspectives for 2025-2026 and beyond
As the program continues until the end of 2024 through the Legacy TM2023 component, Timișoara is preparing for new challenges and opportunities. A special emphasis will be placed on the sustainability of the implemented projects, deepening international collaborations, and developing new cultural programs that address the needs of the community and support innovation in the cultural sector.
"Timișoara, European Capital of Culture, has become a symbol of unity and cultural diversity. The projects and events within this program have brought together people from different parts of the world, and their impact will continue to be felt in the coming years. We aim for this experience to keep inspiring and building bridges between cultures, generating a long-term positive impact for Timișoara and the entire region," stated Ovidiu Megan, Executive Director of the Timisoara – European Capital of Culture 2023 Association.
The communication of the National Cultural Program Timisoara – European Capital of Culture 2023 is a cultural project funded by the Ministry of Culture.
Contact for further information
Oltea Zambori
Communication Director
[email protected]