Unidee2008

Cultural operator, Varna, Bulgaria
Born in 1979 in Devin, Bulgaria. Pavlina works and writes in the fields of art and culture communications and marketing, research, mediation and curation.
During and after her studying Marketing (bachelor and master of degree) and Art Marketing (postgraduate to obtain PhD) at the Varna University of Economics, she has worked for Georgi Velchev Art Museum (2008 – 2005 Varna, Bulgaria) and August in Art International Biennial (2008 – 2006 Varna, Bulgaria) as well as a part time lecturer in the same university. Currently, she is co-director and co-curator of Videoholica International Video Art Festival (Varna, Bulgaria). She has managed multidisciplinary art projects and exhibitions in Bulgaria and abroad. In particular she is interested in research and analysis of the art’s audiences through the usage of the art by itself as a main research and approach tool for better understanding the ways of art’s communications.

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…………………………..Marketing communications for art’s sake

Through research based within the local context, the link between art and its communication and marketing is analyzed and assessed in Italy and Bulgaria.

“Marketing communication for art’s sake” explores the different marketing and communication tools used to present various types of visual arts, and the attitudes towards these by a range of audiences in different contexts and countries.
The research in Biella developed in a number of different stages: firstly, through the collection of a database of communication tools and criteria through theoretical research, discussions, questions and observations; and secondly, through questionnaires which analyzed more deeply the attitudes towards the results of the initial research.
“Word (re) search” is the first part of the project “Marketing communications for art’s sake”. “Word (re) search” aims to collect an operational database of terms concerning the meaning of “art marketing communications” through the associations, synonyms, statements, basic content, new ideas and non traditional ways for its understanding and explanation.
The second part of the project “Marketing communications for art’s sake” is empirical research on the territory of Biella (Italy) realized by structure questionnaires. The questionnaires explore the most used communication tools, frequencies of usage, the way of organization/ receiving information of marketing communication, significance of art marketing communication tools, preferences toward art marketing communication tools and measurement of the attitude toward art marketing communication tools.
This research is displayed as an installation of photographs and posters, which include graphics, findings, data and documentation. This research was initially carried out in the context of Biella in order to compare it with the context of Varna, Bulgaria.
This same process of research will then be realized in the territory of the city of Varna (Bulgaria) after the period of residency. Through a similar process of the distribution of the main questionnaire, and deeper analysis of the results, a comparison of the marketing and communication of art in the two particular contexts of Biella and Varna, will then be shared as a public presentation.

Developed within “Unidee & UniCredit Project – cultural strategies for local development” in partnership with UniCredit.

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Other Projects:

University of Ideas at Cafe Teatro – Sociale

Power Point Reflection