MARHER goes around the world!

Gianluca Vagnarelli ( of I-strategies attended the international conference “Indian Craft and Heritage”, invited by the Dean of the School of Arts and Design of Woxen University, Adity Saxenaon (

Gianluca explained to an international audience the importance of Corporate Heritage for a contemporary company. He showed the importance of a project like Marher and how its products can also be used in contexts outside the European Union.

MARHER Meeting in Offida

On 28 and 29 September 2020, the MARHER project partners gathered for the second transnational project meeting. The meeting was held partly in person at the I-Strategies headquarters in OFFIDA in Italy and partly online due to travel restrictions caused by the COVID-19 pandemic.

The meeting immediately addressed the problems of managing all project activities in the light of the problems related to the current epidemic. Risks, delays, opportunities and risk management and mitigation strategies were analysed for each element of the project.

No particular critical issues were reported in the implementation of the main activities. The interactive map of heritage marketing best cases will soon be online and the production of Intellectual output 2, which has already had the publication of a scientific paper as a positive by-product, will not be significantly delayed despite the difficulties that the current situation is causing to the various organisations.

I-strategies has outlined the steps that need to be taken to finalise Intellectual Output 2 on time so that the next intellectual product can begin on a solid basis.

The discussion closed on a general review of the use of financial resources with no particular problems identified by the partnership.

The partnership decided to meet more often online in anticipation of meeting again in person at the next transnational meeting.

“Storytelling and Organizational Heritage Communication: towards a critical development of a new corporate-cultural profession” a new scientific paper from MARHER key partners.

During the process of creating intellectual output 2 – a skill profile for the professional figure of the Heritage Marketer – the three main experts in the partnership, Klarissa Lueg from the University of Southern Denmark, Gianluca Vagnarelli from I-strategy and Rasa Pranskuniene from the Vytautas Magnus University elaborated a scientific paper on the topic of Heritage Marketing in complex organisations.

“Storytelling and Organizational Heritage Communication: towards a critical development of a new corporate-cultural profession” is the title of the paper and can be found at 

Thanks to this valuable work, the depth and level of detail of the scientific basis on which the production of all the intellectual products of the MARHER project will be based is greatly improved.

Best Cases of heritage Marketing in Europe

After collecting dozens of cases across Europe, the MarHer consortium has developed an interactive map where you can see the best examples of companies that are effectively using the story of their origins, the stories of their founders or their social fabric as a tool to promote their brand or products.

From the map it will be possible to download the most interesting cards or to analyse how a specific production sector is using this method of self-promotion.

The map will be gradually updated with more and more cases from the partnership, in the hope that it will be useful for all those who are interested in learning more about Heritage Marketing.

You can find the map here

MarHer project starts in Brussels 

The partners of the MarHer project met for the first time in Brussels on 5 and 6 December 2019. The objective of the MARHER project is to identify key competences for a new professional figure that is innovative and creative, able to maximize the value of stories for tourism promotion and beyond: The Heritage Marketer.

After listening to the recommendations of the Danish National Agency, the partners revised the project in all its parts: management mode, output production, communication management, event organization.

The partners set the next project steps: the creation of a graphic and communicative identity for the project, the structuring of a basic template for the intellectual output 1, the identification and use of a specific online platform for project management.

The project started under the best auspices of the whole consortium, who agreed to meet at the next OFFIDA meeting in Italy.