Latvian Academy of Culture Students Meet Marketing Professional and Join Creative Workshop to Promote Contemporary Dance
As part of the “Digital Marketing” course, second-year students of the Bachelor's sub-programme Cultural Sociology and Management at the Latvian Academy of Culture (LAC) had the opportunity to gain valuable insights into modern brand communication and participate in the development of creative campaigns. The students were joined by Ināra Zēmane, former branding and marketing specialist of the cosmetics brand Madara Cosmetics, and took part in a hands-on workshop in collaboration with Baiba Ozoliņa, producer of the contemporary dance festival ‘Laiks dejot’, to explore new ways of engaging young audiences with contemporary dance.
During the session, Ināra Zēmane, a seasoned expert in branding and marketing, shared her experience in creating impactful and aesthetically refined campaigns. She emphasized that meaningful brand communication must be rooted in values, purpose, and a deep understanding of the target audience. This, she explained, is achieved through in-depth market research, choosing the right formats, and crafting emotionally resonant narratives. Her presentation demonstrated how creativity, artistic integration, and digital strategy work together to shape competitive brands that inspire, convince, and engage.
In the second part of the class, students worked in teams to generate ideas for digital communication and marketing strategies for the contemporary dance festival ‘Laiks dejot’. The focus was on creating memorable experiences, building emotional connections, and educating young audiences about the essence of contemporary dance. The students developed campaign concepts involving influencer collaborations, interactive social media content, and experience-based marketing initiatives filled with symbolic meaning — all aimed at broadening public appreciation for the art of contemporary dance.