Government of Andalusia launches new CulTUra brand

Andalusian prime minister José Antonio Griñán today oversaw the launch of the new CulTUra brand at Seville’s Teatro Central. The initiative aims to reinforce the image of Andalusian culture and to promote citizen participation in cultural activities, and involves the setting up of a social portal, which includes the Tu Cultura programme, a virtual space where public and private cultural programming can be uploaded, viewed and shared.
The new CulTUra brand, a visual identifier for all Andalusia-related cultural events, will also involve the complementary communication concept Cultura eres tú (Culture is you), which seeks to involve citizens as both drivers and receivers of culture, encouraging active participation.
The creation of the brand aims to reinforce the four central themes of the Ministry for Culture: open culture for all citizens, public-private collaboration, innovation and cultural tourism, as the pillars of cultural activity. The Ministry considers the culture industry to be a growing sector and one that is strategic to the Andalusian economy, with over 46,000 companies in the region employing more than 120,000 workers and drawing in 7.4 million cultural tourists each year.
The new brand is part of a broader communications strategy, set up to increase awareness of the incalculable value and sense of belonging generated by Andalusian culture, and proposing several strategic actions, with innovation and participation as common threads. The brand aims to promote activities for the general public, along with specific initiatives aimed at creators, investors, developers, tourists, families, young people, volunteers and other groups.
Further information:
Tu haces cultura
El hilo que conduce a la Cultura de Andalucía
Portal Profesional Tu Cultura Andalucía
Agenda Tu Cultura Andalucía