
Connecting Cultures and Brands: My IVY Journey in the Polish–Czech Borderland
Hi everyone! My name is Marta and since January I have been IVY volunteer at Fundacja Ochrony Krajobrazu (FOK) in Poland. I am working on the programme Central Mountains: From the Alps to the Carpathians – strengthening governance models for sustainable development of mountain areas in Central Europe which is implemented in the framework of Interreg Central Europe. I am working on the transborder pilot project called House of Brands (HoB) which is led by my host institution (FOK) and Association of Regional Brand (ARZ) from the Czech Republic. HoB brings together Polish and Czech regional brands. The task of the project is to create a platform for the exchange of experience for existing Local Brands in the Polish-Czech borderlands. The aim of the HoB is to strengthen the market position of the brands, activities for the promotion of the mentioned institutions and the possibility of establishing relations between Polish and Czech stakeholders. Among other things, a calendar of events has been created as part of the project, webinars are held for Polish HoB members on marketing and branding, and individual consultations are offered in the aforementioned area. My task is to conduct meetings for members of the House of Brands, in which we address the topics of branding of local brands, promotion in social media or involvement of young audiences in the history of the regions. It is an amazing experience for me to be able to combine the topics of localism, tradition and heritage together with new media and technologies. As a student of journalism and social communication, I like the opportunity to put my knowledge into practice in such an important area. The development of border areas, along with the activities of local and regional brands, is an important area for the economy and culture. Using the experience of Czech partners, we can pass on the best opportunities for development to Polish stakeholders. They are constantly faced with new challenges and tasks, the implementation of which contributes to the development of the area of the Polish-Czech border. Getting to know the institutions, working for the benefit of the region is extremely inspiring. I am glad that thanks to the IVY programme I could join such an important project! – Marta, IVY Project Partner at Foundation for Landscape Protection, for the Interreg project Central Mountains, under the programme Interreg Central Europe.