Building the Europeana brand

Jon Purday, Marketing and Communications

Europeana v1.0 Kick-off

2 April 2009

What makes a brand ?

A bundle of attributes recognised by stakeholders…

• Personality• An expressive name

• An arresting logo

• An engaging strapline

• Promise• The scale of the contents

• The scope of the collections

• The usability of the website

• Perception• Conveyed by the media

• Transmitted by networks

• Shared by word of mouth

Multi lingual, multi purpose, multi story

Human faces, big ideas

Headline perceptions

Dante to dialects: EU's online renaissance

Après Google, l’Europe lance sa bibliothèque en ligne

Online Europeana, la Babele Ue

Massive EU online library looks to compete with Google

History, culture and art go digital

Europe's Answer to Google Book Search Crashes

Europeana: lanciato il progetto di Biblioteca Alessandrina online

EU takes on Google with digital culture depository

Classic literature at your fingertips

How the European Union Joined Google's Mission

Turn interest into engagement

• Millions of hits… • 630 pieces in the European media Nov/Dec 08• 6,000 mentions on Google news to date• 90,000 registrations for Europeana eNews• 265 journalists registered for press releases• 600,000 visits per month on average in 2009• Feedback

‘This is amazing. Absolutely amazing. You all are to be commended.’

If you don’t spread you’re dead…

Europeana’s communications model

polit

ical

end

orse

men

tstakeholder involvem

ent

user engagement

Europeana Favella – the digital shanty town