Identifier
Created
Classification
Origin
05LIMA5328
2005-12-16 16:53:00
UNCLASSIFIED
Embassy Lima
Cable title:  

REQUEST FOR A U.S. SPEAKER ON CULTURAL MARKETING

Tags:  OIIP PE 
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UNCLAS LIMA 005328 

SIPDIS

STATE FOR ECA/P/C (MKOUROUPAS/MMACLEAN/GKUBAITIS),ECA/PE/C/CU
(LMELLA),INFO WHA/PDA (MDCONNERS/GADAMS/SLEBENS),WHA/PD
(GGALLEGOS),WHA/AND (JMONSERRAT)

E.O.12958: N/A
TAGS: OIIP PE
SUBJECT: REQUEST FOR A U.S. SPEAKER ON CULTURAL MARKETING

UNCLAS LIMA 005328

SIPDIS

STATE FOR ECA/P/C (MKOUROUPAS/MMACLEAN/GKUBAITIS),ECA/PE/C/CU
(LMELLA),INFO WHA/PDA (MDCONNERS/GADAMS/SLEBENS),WHA/PD
(GGALLEGOS),WHA/AND (JMONSERRAT)

E.O.12958: N/A
TAGS: OIIP PE
SUBJECT: REQUEST FOR A U.S. SPEAKER ON CULTURAL MARKETING


1. Program description: Since 2002, Post has sponsored a
series of training programs for Peruvian museum personnel under
the Memorandum of Understanding (MOU) between the U.S. and the
GOP to protect and promote Peruvian cultural patrimony. PAS
would like to request your support in identifying two museum
experts to give two, one-week courses on cultural marketing in
the provincial city of Chiclayo. The courses would be co-
sponsored by the Binational Center in Chiclayo and supported by
the National Institute for Culture (INC). The course topic is
the result of a nationwide PAS coordinated survey on museum
needs, where marketing was the most demanded subject.


2. Time frame: May 19-27 and August 25-September 2. FY06 3Q
and 4Q; (2 travel days and 7 working days.)


3. Program Objectives:
-- Support the MOU to promote and protect Peruvian cultural
patrimony.
-- Encourage mutual understanding between Peruvian museum
personnel and their American counterpart(s),
-- Introduce museum personnel to the concept of cultural
marketing,
-- Explain the advantages of managing culture with a marketing
approach,
-- Provide cultural marketing techniques to help under-funded
museums generate additional income,
-- Help museum personnel to draft specific marketing plans for
their institutions,
-- Provide examples of institutions in the U.S. that have used
marketing approaches to help raise funds for the conservation of
museum collections.


4. MPP goal: Economic Growth and Development. Additionally,
this program strongly supports the MOU on Cultural Patrimony
protection, signed between the governments of Peru and the U.S.
in 1997 and renewed until 2007.


5. Justification: This program strongly supports Post's efforts
to provide museum personnel with the appropriate techniques to
improve the conditions of Peruvian cultural patrimony. Moreover,
the course promotes the use of open market strategies in cultural
institutions predominantly administered with public funds.


6. Audience: 20 museum personnel from institutions throughout
the country.


7. Proposed topics to be discussed by panelist and type of
event:
Course would include lectures and visits to museums to discuss on-
site cultural marketing techniques to be improved in Peru.
Before starting each session, instructors would visit a few
museums in Lima, Chiclayo and Trujillo to get a better
perspective of the reality of Peruvian museums. In the time
period between the two sessions, the participants would be
required to carry out a cultural marketing project for the
instructors' evaluation and advice, using the knowledge gained in
the first session. Instructors must introduce participants to
the principles of cultural marketing and its utility in the
museum world.


8. Speaker requirement: Post requests two Spanish-speaking
museum professionals with great expertise in cultural marketing.


9. Supporting materials: Instructors should coordinate directly
with Post regarding bibliographical material, handouts and video
needed for the course. All participants will receive a course
pack specially designed by the instructors.


10. Funding: Post will fund program.


10. Name of Program Officer and contact information: Program
Officer is ACAO Abigail Gonzalez, office phone (51-1) 618-2634,
fax 434-1299 or 434-0100. Program coordinator is Vanessa Wagner
de Reyna, 618-2080. Thanks and regards. STRUBLE