Public diplomacy and nation branding in action: Swiss Embassy's participation in the Night of Museums Event in Warsaw

Anna Kobierecka () and Michał Marcin Kobierecki ()
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Anna Kobierecka: University of Lodz
Michał Marcin Kobierecki: University of Lodz

Place Branding and Public Diplomacy, 2024, vol. 20, issue 2, No 7, 204-217

Abstract: Abstract The article explores the public diplomacy (PD) and nation branding (NB) implications of the Swiss Embassy in Warsaw opening its premises to visitors during the Night of Museum celebrations in 2021. The research aims to answer three research questions: what messages did the Swiss Embassy in Poland attempt to communicate to the public through its participation in the Night of Museums event; what was the motivation of the Embassy to engage in such action, and how the participation in the event related to the Swiss PD strategic goals. The study employs data collection through field visit and semi-structured interview. Obtained data was analyzed in connection to Swiss PD and NB strategies. The article argues that participation in the Night of Museums offers a convenient way of attracting and engaging the public of the host country. It may serve as a tool for communicating the main narratives included within states’ PD and NB strategies. Thus, the Night of Museums can serve as a platform for PD and NB at a relatively low cost.

Keywords: Public diplomacy; Nation branding; Switzerland; Embassy; Night of Museums (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41254-023-00306-5

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