Audiences’ experiences of the Valletta 2018 brand

Abstract

Longitudinal in nature, this project investigates how audiences engage with cultural brands by taking a processual, longitudinal view employing real-time experience tracking (RET) and other qualitative (focus group discussions and face-to-face interviews) data collection approaches. The use of RET is an innovative aspect in studying cultural brands, moving away from the exclusive focus on influences that impact on audience engagement (as in past studies) to the actual process of engagement and value co-creation along multiple touchpoints that constitute the Valletta 2018 brand. Results emerging from the first wave of RET and associated qualitative data collection efforts are so far encouraging, although incomplete. Indeed, RET suggests that individuals co-create different levels of value when engaging with direct vs indirect encounters. Also, engagement tends to suffer from loss of sensory appeal across a particular type of audience members who are typified by a resilient type of personality. Further insight is emerging as these results are evaluated from a qualitative perspective through interviews and focus-group discussions currently under way. Further depth is expected to be attained following further administration of RET during 2017 and 2018 involving larger numbers of participants than that attained in 2016.