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What is Corporate Cultural Diplomacy? (see more)

Corporate Cultural Diplomacy is a tool that uses culture to build corporate relationships abroad or across cultures.

Governments have long used Cultural Diplomacy to manage international relations and gain influence outside of their own borders. Some traditional examples of Cultural Diplomacy include music performances, art exhibitions and sporting contests. In certain contexts, it is sometimes referred to as Public Diplomacy or Soft Power.

League Cultural Diplomacy now makes Cultural Diplomacy techniques available to organisations and individuals seeking to achieve corporate outcomes. This is known as Corporate Cultural Diplomacy or CCD.

Where do you operate? (see more)

League Cultural Diplomacy is an Australian registered business operating out from Vietnam. We are able to deliver our services to clients no matter where they are located and we can manage events and initiatives in any part of the world.

What are some examples of successful Corporate Cultural Diplomacy events or initiatives? (see more)

The casino and the arts

While seeking to open a new casino in Sydney Australia, James Packer, Executive Chairman of Crown Resorts Ltd, sought to improve community relations and counteract concerns about possible negative societal outcomes by investing in an Arts Fund of which AU$60m would be provided to arts organisations in Sydney. Crown Resorts used the fund to ensure community relations started off positively and to leverage PR opportunities to obtain media cut-through promoting the new casino.

The sports hero and music in India

Former Australian cricketer Brett Lee established a music foundation in India called Mewsic. Growing up in a musical house Lee understood the value of music education. Mewsic makes musical instruments and lessons available to children in India who would not otherwise have an opportunity to play an instrument and enjoy the benefits that playing an instrument brings to a person. Not only has the foundation brought value to the children it assists, but it also helps Lee to build a strong, multidimensional personal image, which is a good asset to any businessperson today.

Mining companies making movies

In order to strategically counteract some of the negative perceptions that exist regarding the mining industry, Australian companies have funded movies that portray the industry in a more sympathetic light. The most notable example of this is the film ‘Red Dog’. The mining industry also works closely with Indigenous traditional land-owners, the people who often own the land where mines are located. Mining companies have also funded the making of movies that promote Indigenous culture, which is a good example of corporate cultural diplomacy being used to improve community relations across cultures.

Celebrities becoming diplomats

Former child movie star Shirley Temple became an American Ambassador. Australian sportsmen of Fijian background, Nic Naitenui and Mal Meninga have been recruited by the Australian Government as goodwill ambassadors to Fiji at a strained time in Australian-Fijian political relations. Likewise, Angelina Jolie is a Goodwill Ambassador to the UNHCR and Bono is, well, Bono. It’s been said that basketballer Dennis Rodman has achieved more in opening communications with North Korea than the international official diplomatic community has in fifty years. Sports stars and most celebrities come from the cultural field and understand how to communicate at a cultural level. Their star appeal often opens doors that can’t otherwise be open by official diplomats or business people.

The bank and the virtual concert hall

Deutche Bank, which is an international bank, works with the Berliner Philharmoniker Orchestra to broadcast orchestral performances of exceptional quality on the bank’s webpage. Over four million people have viewed these concerts worldwide, enhancing the prestige of both the orchestra and the bank. The bank also has an excellent and very large art collection and supports young artists through workshops and purchasing works.

Building two-way trade through orchestral projects

A new initiative between the China Philharmonic and the West Australia Symphony Orchestras is so impressive I wrote a whole post about it! The project was launched by the Australia China Business Council and is being backed by business leaders both in China and Australia as a way to foster beneficial trade relationships between the two countries.

What types of events to you manage? (see more)

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