title: ÐÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð±ÑÐµÐ½Ð´Ð° ÐºÑÐ»ÑÑÑÑÐ½Ð¾Ð³Ð¾ Ð¿ÑÐ¾ÑÑÑÐ°Ð½ÑÑÐ²Ð° ÑÑÐµÐ´Ð¸ Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ð½Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÑÐµÐ½ÑÑÐ°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð²ÑÑÑÐ°Ð²Ð¾ÑÐ½Ð¾Ð³Ð¾ Ð·Ð°Ð»Ð° Â«ÐÐ°Ð½ÐµÐ¶Â»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Promotion of a cultural space brand among young people (using the example of the central exhibition hall "Manege")
Creators: name: ÐÐ¾Ð³Ð´Ð°Ð½Ð¾Ð²Ð°, ÐÐ»ÐµÐºÑÐ°Ð½Ð´ÑÐ°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð±ÑÐµÐ½Ð´Ð¾Ð²
ÐºÑÐ»ÑÑÑÑÐ½ÑÐµ Ð¿ÑÐ¾ÑÑÑÐ°Ð½ÑÑÐ²Ð°
Ð°ÑÑ-Ð¸Ð½ÑÑÐ¸ÑÑÑÐ¸Ð¸
Ð¼Ð¾Ð»Ð¾Ð´ÑÐ¶Ð½Ð°Ñ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ
Ð¿Ð¾ÐºÐ¾Ð»ÐµÐ½Ð¸Ðµ Z
Ð¾Ð½Ð»Ð°Ð¹Ð½-ÑÐ¾Ð¾Ð±ÑÐµÑÑÐ²Ð°
Ð²ÑÑÑÐ°Ð²Ð¾ÑÐ½ÑÐ¹ Ð·Ð°Ð»
Ð¦ÐÐ Â«ÐÐ°Ð½ÐµÐ¶Â»
brand promotion
cultural spaces
art institutions
youth audience
generation Z
online communities
exhibition hall
The Manege Central Exhibition Hall

description: Ð ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸Ð·ÑÐµÑÑÑ Ð¿Ð¾Ð½ÑÑÐ¸Ðµ Â«ÐºÑÐ»ÑÑÑÑÐ½Ð¾Ðµ Ð¿ÑÐ¾ÑÑÑÐ°Ð½ÑÑÐ²Ð¾Â», Ð° ÑÐ°ÐºÐ¶Ðµ Ð¸ÑÑÐ»ÐµÐ´ÑÑÑÑÑ Ð¿Ð¾Ð´ÑÐ¾Ð´Ñ Ðº ÑÐ¼Ð¾ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾-Ð¿ÑÐ¸ÑÐ¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¾Ð¼Ñ Ð²Ð¾Ð·Ð´ÐµÐ¹ÑÑÐ²Ð¸Ñ Ð½Ð° ÑÐµÐ»ÐµÐ²ÑÑ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ñ Ð¿ÑÐ¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ð¸ Ð°ÑÑ-Ð¸Ð½ÑÑÐ¸ÑÑÑÐ¸Ð¹.Â  ÐÑÐ¾Ð±Ð¾Ðµ Ð²Ð½Ð¸Ð¼Ð°Ð½Ð¸Ðµ ÑÐ´ÐµÐ»ÐµÐ½Ð¾ ÑÐ¾Ð»Ð¸ Ð¾Ð½Ð»Ð°Ð¹Ð½-ÑÐ¾Ð¾Ð±ÑÐµÑÑÐ²Ð° Ð¸ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð²Ð¾Ð²Ð»ÐµÑÑÐ½Ð½Ð¾ÑÑÐ¸ Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ð¸ ÐºÑÐ»ÑÑÑÑÐ½ÑÑ Ð¿ÑÐ¾ÑÑÑÐ°Ð½ÑÑÐ². Ð¢Ð°ÐºÐ¶Ðµ Ð¿ÑÐ¸Ð²ÐµÐ´ÐµÐ½Ñ Ð¿ÑÐ¸Ð¼ÐµÑÑ PR-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð°ÑÑ-Ð¿Ð»Ð¾ÑÐ°Ð´Ð¾Ðº Ð¸Ð· Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½Ð¾Ð³Ð¾ Ð¾Ð¿ÑÑÐ°. Ð ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ» Ð¸Ð·ÑÑÐµÐ½ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð°ÑÐ¿ÐµÐºÑ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¡ÐÐ ÐÐÐ£Ð Ð¦ÐÐ Â«ÐÐ°Ð½ÐµÐ¶Â», Ð´Ð»Ñ ÐºÐ¾ÑÐ¾ÑÐ¾Ð³Ð¾ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð¹ ÑÑÐµÐ´Ñ, Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸, Ð°Ð½Ð°Ð»Ð¸Ð· PR-Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¸ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ Ð´Ð°Ð½Ð½ÑÑ Ð¸ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ ÑÑÐºÐ¾Ð²Ð¾Ð´Ð¸ÑÐµÐ»Ñ Ð¾ÑÐ´ÐµÐ»Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð¸ PR Ð²ÑÑÑÐ°Ð²Ð¾ÑÐ½Ð¾Ð³Ð¾ Ð·Ð°Ð»Ð° Ð±ÑÐ» ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ Ð¿ÑÐ¾ÐµÐºÑ Ð·Ð°ÐºÑÑÑÐ¾Ð³Ð¾ Ð°ÑÑ-ÐºÐ»ÑÐ±Ð°, ÐºÐ¾ÑÐ¾ÑÑÐ¹ Ð²ÐºÐ»ÑÑÐ°ÐµÑ Ð² ÑÐµÐ±Ñ Ð°Ð¹Ð´ÐµÐ½ÑÐ¸ÐºÑ, ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ ÑÐµÐ»ÐµÐ²Ð¾Ð¹ Ð°ÑÐ´Ð¸ÑÐ¾ÑÐ¸Ð¸ Ð¿ÑÐ¾ÐµÐºÑÐ°, ÐºÐ°Ð»ÐµÐ½Ð´Ð°ÑÐ½ÑÐ¹ Ð¿Ð»Ð°Ð½ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ Ð¸ Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»Ð¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸.
description: The paper characterizes the concept of "cultural space" and also explores approaches to the emotional and psychological impact on the target audience in promoting art institutions. Special attention is paid to the role of online communities and Internet engagement in the promotion of cultural spaces. Examples of PR promotion for art spaces from foreign experience are also provided. In the course of the study, the communicative aspect of the activities of the Central Exhibition Hall of Manege was studied. For this purpose, an analysis of the competitive environment, an analysis of target audience, analysis of PR activity and SWOT analysis were conducted. Based on the obtained data and recommendations from the head of communications and PR department of the exhibition hall a project for a closed art club has been developed, including an identity, description of target audience for the project, communications calendar and performance indicators.