Beirut World Book 2009 Strategy Organizational Plan

Beirut World Book Capital - 2009
Strategy and Organisational Plan

Ministry of Culture

Republic of Lebanon

December 2008

Table of contents

Page Title

5 Executive Summary
7 Background Information
7 Beirut, Chosen by UNESCO as the World Book Capital - 2009
8 The Managerial Culture of Beirut World Book Capital - 2009,
an integral part of the Ministry of Culture Vision

9 Mission Statement
10 Approach
11 Key Messages
13 Activities
14 I) Promoting Beirut World Book Capital Year
16 II) The Media Policy
Starting Point: The coverage of Beirut World Book Capital Year
as a priority of the Ministry of Culture
Target: The Beirut World Book Capital Year as a priority
of the Lebanese Media
18 III) The Beirut World Book Capital Year, an Invitation for Partnership
with Civil Society, the Private Sector and Embassies
21 IV) The Beirut World Book Capital Year, a Turning Point to
Ensure Sustainable Cultural Development through Continuous
Partnership with Ministries
23 V) The Cultural Challenge: Making the Cultural Face of Beirut
the predominant one in Public Life
24 VI) The Economic Challenge: Supporting Culture as a Viable Economic
Sector
25 VII) Ensuring Interaction between Management and Communication:
Efficient Management of the Beirut World Book Capital Year and
continuous Information Supply to the Public

27 Communication Tools
28 Management Modalities
29 Communication Languages
30 Visibility Guidelines
31 Timeframe
32 Sources and Principles of Funding
34 Conclusion

35 Annexes
35 Annex I Beirut World Book Capital Year Logo
36 Annex II Website of Bogota, World Book Capital for 2007
37 Annex III Website of Beirut World Book Capital - Site Map
38 Annex IV, V & VI A Sample of Promotional Material
41 Annex VII Mechanism ensuring a minimum of Project Quality Control
43 Annex VIII Mechanism guaranteeing the Implementation of financed Projects
45 Annex IX Management Team of Amsterdam, World Book Capital for 2008
46 Annex X Proposed Management Team for Beirut World Book Capital Year


Executive Summary
“World Book Capital” is a title bestowed upon a city by UNESCO in recognition of the quality of
its programs to promote books and reading and the dedication of all players in the book industry.
Until now, eight cities have been designated as World Book Capitals. Beirut will be the ninth in 2009.

Our approach for this occasion is based on an advanced managerial vision: a supportive
Ministry of Culture, acting as a regulatory authority for cultural activities, aiming at motivating all
cultural organizations - in brief, aiming at creating a cultural dynamic at the national level.

- In this context, breaking with the tradition of the Ministry with regard to the selection of projects,
the Ministry of Culture will give exceptional approval to all the projects concerned with the Beirut
World Book Capital Year and will propose the necessary adjustments where needed so as to fit best
the objectives of the event.
- The Ministry of Culture will adopt a partnership approach, seeking as many partners as
possible: ministries, embassies, etc. It will ensure the widest possible participation of cultural
associations, NGOs, and intellectuals during Beirut World Book Capital Year.
5

This strategy is intended as a framework for the cultural, communication and visibility activities
related to Beirut World Book Capital Year. It mainly presents the objectives, the key messages, the
activities and the timeframe of Beirut World Book Capital Year. Finally, it specifies the required
communication tools, the management modalities, the working mechanism of the committees to be
created and the budget.

The preparation phase for the Beirut World Book Capital Year runs from September 2008 to
March 2009. The operational phase starts in 23 April 2009 and ends in 23 April 2010.

A set of activities is detailed in this strategy, all of which can be grouped under the following headings:

I) Promoting Beirut World Book Capital Year

II) Defining a Media Policy, emphasizing the coverage of Beirut World Book Capital Year as a
Priority and targeting Beirut World Book Capital Year as a Priority of the Lebanese Media

III) Beirut World Book Capital Year, an Invitation for Partnership with Civil Society, the Private
Sector and Embassies


IV) Beirut World Book Capital Year, a Turning Point to Ensure Sustainable Cultural Development
through Continuous Partnership with Ministries

V) The Cultural Challenge: Making the Cultural Face of Beirut the Predominant one in Public Life

VI) The Economic Challenge: Supporting Culture as a Viable Economic Sector

VII) Ensuring Interaction between management and communication: Efficient Management of
the Beirut World Book Capital Year and a continuous supply of Information to the Public.

The Strategy also defines our vision for Beirut World Book Capital Year, mainly based on a call
for partnership with civil society, the private sector, embassies and other ministries. The Ministry of
Culture considers the Municipality of Beirut as its main partner for Beirut World Book Capital Year.
If no substantial change occurs in cultural and educational fields after Beirut World Book Capital
Year, then the success of the event would have been limited to promotion and marketing. To avoid
6
this, the Ministry of Culture is looking to implement a strategy for sustainable cultural development. A
number of selected ministries will be invited to be its partners to achieve this goal.
The Strategy includes relevant examples of the experiences of other countries previously
designated as World Book Capitals. Its aim is to provide a clear vision for the organisation of this
event as well as to gain the necessary support and to ensure proper lobbying for its success.

Tammam Salam
Minister of Culture


Background Information
Beirut, Chosen by UNESCO as the World Book Capital - 2009

World Book Capital is a title bestowed upon a city by UNESCO in recognition of the quality
of its programs to promote books and reading and the dedication of all players in the book industry.
The success of World Book and Copyright Day, launched in 1996, encouraged UNESCO to
develop the concept of World Book Capital City, selecting Madrid as the Capital for 2001. This
proved to be yet another success and, as a result, UNESCO's General Conference resolved to make
the designation of a World Book Capital City an annual event.
To date, the following cities have been designated as World Book Capitals:
• Madrid (2001)
• Alexandria (2002)
• New Delhi (2003)
• Antwerp (2004)
• Montreal (2005)
• Turin (2006)
7
• Bogotá (2007)
• Amsterdam (2008)
• Beirut (2009)
• Ljubljana (2010).

On July 3, 2007, the Selection Committee of UNESCO, including members of the International
Publishers Association (IPA), International Booksellers Federation (IBF), International Federation of
Library Associations and Institutions (IFLA), and a delegate from UNESCO, officially named Beirut as
the World Book Capital - 2009. In particular, the city of Beirut has been chosen for “its implication
regarding the cultural diversity, the dialogue and tolerance as well as the variety and the dynamic
character of its program”.
The Ministry of Culture in Lebanon and its main partner the Municipality of Beirut decided to
combine their efforts to ensure the success of this event. An application form was sent by the Ministry
of Culture to invite cultural associations, NGOs, civil society and others to conceive cultural projects
that fit the objectives of the Beirut World Capital Event.


The Managerial Culture of Beirut World Book Capital - 2009, an integral part of
the Ministry of Culture Vision

This paper fits perfectly within the framework of the advanced vision of the Ministry of Culture,
by emphasizing the follow ideas:

• Building a national culture gathering and unifying all Lebanese citizens;
• Respecting the cultural rights of each citizen;
• Encouraging cultural initiatives from the private sector;
• Supporting public libraries;
• Strengthening popular culture;
• Strengthening ties between information and culture;
• Strengthening ties between education and culture;
• Strengthening ties between tourism and culture.

8


Mission Statement
This strategy is intended to provide a framework for the cultural, communication and visibility
activities related to Beirut World Book Capital Year.

• The objectives of Beirut World Book Capital Year are:

1- Strengthening the Book Sector in Lebanon by supporting the various stages of book
production and distribution: favouring creativity, encouraging innovation, and raising publishing and
printing to higher professional standards, spreading relevant information and strengthening book
distribution in the Lebanese market through the network of libraries, and strengthening it abroad
mainly by participating in book fairs.
Special attention will be paid to books aimed at the young-adult market, which should lead to an
eventual expansion of the entire book market.

2- Promoting Reading in designated places, such as schools and public libraries. The purpose
9
is to promote books and their authors, bring books into the home, develop a taste for pleasure
reading, and establish the use of libraries as a regular practice. Furthermore, it will involve placing
the book within reach of the largest possible audience, favouring book-related activities even in places
where books are not normally present, such as public spaces, squares and streets.

3- Adopting a Diversified Approach to Culture which will be achieved by raising
awareness of the country’s national heritage and enriching it, by opening up to the world through
literary and intellectual events.
The activities will enhance the image of Beirut as a venue for exchange and dialogue. They will
take place in Arabic but will also be multilingual; they will tap into multiple cultural sources, contribute
to various forms of artistic expression, and address themselves to different generations and cross-
sections of the population.

This strategy is subject to continuous revision and updating on a monthly basis. An updated
version of this strategy will be published regularly on the Beirut World Book Capital Year website.


Approach
Our approach is based on an advanced managerial vision: a
supportive Ministry of Culture, acting as a regulatory authority for
cultural activities, aiming at motivating all cultural organisations -
in brief, aiming at creating a cultural dynamic at the national level. We aim to create a
- In this context, breaking with the tradition of the Ministry with
regard to the selection of projects, the Ministry of Culture will give
exceptional approval to all Beirut World Book Capital Year cultural dynamic at
projects and will propose any necessary adjustments so as to fit

the national level.
best the objectives of the event.
- The Ministry of Culture will adopt a partnership approach,
seeking as many partners as possible: ministries, embassies, etc. It
will ensure the widest possible participation of cultural
associations, NGOs, and intellectuals in Beirut World Book Capital
Year. Every intellectual is invited to become an advisor to the
Ministry of Culture for this event.
10

The World Book Capital City, a programme for Beirut Every intellectual is

In the last decade, with the introduction of the concept of local invited to become an
development, the trend has been to focus development efforts on
cities rather than on countries. advisor to the
Based on the positive experience of World Book and
Copyright Day, launched in 1996, UNESCO initiated the concept Ministry of Culture
of World Book Capital City and nominated Madrid as the first
Capital for the Year 2001. Following this successful experience, on for this event.
2 November 2001, the General Conference adopted the 31
C/Resolution 29, establishing the yearly nomination of the Book
Capital City. As a result, the event focuses on one city and in 2009,
this city will be Beirut. However, from the capital Beirut, World
Book Capital Year activities will have an organic effect and will
spread to other Lebanese regions.


Key Messages
The main key messages of this strategy should be aligned with the World Book Capital Event’s
strategic planning.

As a result, the following taglines are examples that could be used in promotional material:

1
Books are our best friends.
This year, Beirut is their capital.

11
2
A Reader.
A Writer.
An Editor.
Beirut’s Triple Identity.

3
Lebanese are spread all over the world.
In 2009, the world will come to them.


4
Knowledge.
Peace.
Companionship.
Dreams.

All these can be found in a book.
All these can be found in Beirut.

5
Offer your children the greatest treasure:
12
Teach them to discover the joy of reading.

Other key messages will also be proposed.
This event will incorporate the three languages of English, French and Arabic but rather than translate the Key
Messages above literally, other Key Messages will be proposed in Arabic and French, which fit better with the
cultural specificity of the language’s context.


Activities

Activities

of the Beirut
World Book
Capital Year

The Beirut
Promoting The The Beirut World Book The Cultural The Economic Ensuring
Beirut World Media World Book Capital Year, Challenge Challenge : Interaction 13
Book Capital Policy Capital Year, a Turning Point Making the Supporting between
Year through an Invitation for Sustainable Cultural Face of Culture as a Management
the Production for Partnership Cultural Beirut the Viable and
of Promotional with Civil Development Predominant Economic Communication
Society, the through one in Public Sector
Material
Private Sector Continuous Life
and Embassies Partnership
with Ministries

Creating a Starting Point: Cooperation Cooperation Making the Setting up a
Special Visual The coverage with the Civil with the Ministry The Beirut Management
Identiy of Beirut World Society of Education World Book team
Book Capital Capital Year
Producing Year as a Cooperation the Major Event
Beirut Priority of the with the Ministry in Lebanon for Ensuring Proper
World Book Ministry of of Information 2009 & 2010 Follow-up
Capital Year Culture Cooperation
Promotional with the Private Cooperation Visibility of the
Material Sector with the Ministry Beirut World Supervising
of Tourism Book Capital Publications
Ensuring Targety: Year in Public
distribution The Beirut Cooperation Administration
of Beirut World Book with the Ministry Offices
World Book Capital Year as of Interior Informing the
a Priority of the Cooperation Ensuring proper Public and
Capital Year
Lebanese with Lobbying with Increasing
Promotional
Others Political Transparency
Material Media Embassies
Authorities


I) Promoting Beirut World Book Capital Year through the Production of Promotional
Material

A) Creating a Special Visual Identity:
1
• Propose a creative logo for Beirut World Book Capital Year.
• Create a house style for Beirut World Book Capital Year that defines our design approach for
2
use of all future promotional material. The communication tools and the visibility material
related to Beirut World Book Capital should conform with the established house style. Produce
3
a house style guidelines document that explains our design approach.
• Produce powerful key messages that support the Beirut World Book Capital Year title in the
three languages of Arabic, English and French.

B) Producing Beirut World Book Capital Year Promotional Material:
• A Website as the main Visibility Tool of the Beirut World Book Capital Year:
4
Develop and launch a Beirut World Book Capital Year website (based on a template content
management driven solution). The website is very important to reach an international
audience. For example, Bogota, declared World Book Capital for 2007, has developed a
5
14 modern and advanced website. The website of Beirut World Book Capital Year will be in
6
three languages: Arabic, French and English.
Make all information produced (digital versions of leaflets and brochures) available on the
website. Update the website regularly so as to make it the mirror of the Beirut World Book
Capital Year.
Adequate hosting of the Beirut World Book Capital Year website should be arranged, so as
to guarantee that the website, which is the perfect tool for Beirut and for the book industry,
will stay operational after 2010. The hosting can be provided through the Office of State for
Administrative Reform.

1 The logo has already been created, by the Advertising Agency Impact BBDO. Annex I presents this logo
2 The communication tools and the visibility material related to Beirut World Book Capital should conform with the established
house style
3 This will cover identity, use of color and typography, showing examples of a range of promotional material that explain how our
approach should be implemented.
4 Website Terms of Reference :
A modern and advanced website will be developed based upon a new original creative concept. Consisting of up to 20 pages, the
website will include all required template designs and production. The website will be dynamic and interactive. Animation of the
website main page through the Flash Programme will be required. Main site pages/template design and development in HTML, CSS
and JavaScript. A database-driven News engine and a database-driven Photo Gallery will be required. One year of Website Hosting
as well as training of the Content manager recruited by the Ministry of Culture will also be required.
5 Annex II presents the website of Bogota, World Book Capital for 2007.
6 Annex III presents the Site Map of the Beirut World Book Capital Year website.


• Other Promotional Material:
• Establish a photo bank for the Beirut World Book Capital Year to be used in all its
promotional material.
• Produce a series of leaflets about the Beirut World Book Capital Year to be distributed on a
mass scale.
• Produce a series of corporate brochures about the Beirut World Book Capital Year to be
distributed to a more select audience.
• Produce a digital, animated presentation about the World Book Capital Event Strategy.
• Produce flexible exhibition display material for use at workshops, seminars and events that
will be included in the agenda of the Beirut World Book Capital Year.
• Produce signage and livery for the Beirut World Book Capital Year (site signs, vehicle
livery, window stickers, flags, to be used in central and local government offices).
• Produce a communication kit about the World Book Capital Event Strategy (that will include
1
most of the promotional material already produced).
• Produce Powerpoint templates especially designed for the Beirut World Book Capital Year,
so that all seminar presentations financed by the Beirut World Book Capital Year are
produced consistently.
• Produce stationery for the Beirut World Book Capital Year that reflects its corporate identity
(Letterheads, Business Cards, Compliment slips, Note-pads).
2
• Produce an Infomercial on the Beirut World Book Capital Year.
15
The Promotional material published about Beirut World Book Capital Year (namely the leaflet,
the brochure, the website and the digital animated presentation) should be essentially oriented
towards partnership. It should be a collective invitation for the creation of a cultural dynamic.
All Promotional Material about Beirut World Book Capital Year will adopt its house style.

C) Ensuring distribution of Beirut World Book Capital Year Promotional Material:
• Prepare a list of places and events where Beirut World Book Capital Year promotional
material should be distributed.
• Ensure proper distribution and follow-up of usage of promotional material.
• Hold meetings with Television Broadcasting Stations in order to broadcast the infomercials
produced.

1 Some of this promotional material has already been made by the Advertising Agency Impact BBDO. Annex IV, V and VI present a
sample of other promotional material.
2 The Advertising Agency Impact BBDO has started to present a number of proposals for an infomercial to the Ministry of Culture.


II) The Media Policy:
Starting Point: The coverage of Beirut World Book Capital Year as a Priority of the Ministry
of Culture
Target: The Beirut World Book Capital Year as a Priority of the Lebanese Media

A) Coverage of Beirut World Book Capital Year
• Construct a database of media that would be interested in
Beirut World Book Capital Year. This database should
cover both Lebanese and regional Arabic Media.
• Forge partnerships with selected media. Negotiate with The Ministry of Culture

media to designate coordinators in each media
will give the coverage of
responsible for Beirut World Book Capital Year coverage.

Beirut World Book
• Prepare a media pack (dossier de presse) about Beirut
World Book Capital Year to be distributed to journalists.
• Organise formal and informal meetings with journalists to Capital Year the priority,
inform them about the progress and developments of Beirut
World Book Capital Year. with the aim of ensuring
1
• Produce press supplements about Beirut World Book
16 that Beirut World Book
Capital Year.

Capital Year, in turn,
• Establish partnerships with television and radio stations to
inform them of Beirut World Book Capital Year topics of
interest; define the concept and type of audio-visual becomes the priority of the
programmes that these stations could produce.
• Ensure media coverage for all the events scheduled during Lebanese Media.

Beirut World Book Capital Year.
Partnerships with media

will be forged with this aim
B) Organisation of Press Conferences
Three press conferences should be organised in order to
inform the Public about Beirut World Book Capital Year. in mind.
• Organise a Press conference to be held by the Minister of
Culture to announce the strategy of Beirut World Book
Capital Year.
A published copy of the Strategy should be distributed at
this event.

1 Magazine and newspaper supplements.


• Organise a Press conference to be held by the Minister of Culture to launch Beirut World Book
Capital Year.
The above mentioned media pack should be distributed at this event.
A billboard campaign announcing the launching of Beirut World Book Capital Year should
precede this second press conference.
• Organise a press conference to be held by the Minister of Culture to announce the end of
Beirut World Book Capital Year. Produce an annual report featuring all the events and
publications that took place during Beirut World Book Capital Year.
1
The annual report should be distributed at this event.

C) Utilising Existing Institutional Media
• Support and develop the Ministry of Culture’s website, in order to ensure harmony and
updating of both the Ministry of Culture’s website and that of the Beirut World Book Capital
Year. Include additional material related to Beirut World Book Capital Year on the Ministry of
Culture’s website (http://www.culture.gov.lb) as well as on the Municipality of Beirut website
(http://www.beirut.gov.lb/www.beirut.gov.lb/MCMSAR).
• Try to publish material related to the Beirut World Book Capital Year on all Lebanese
2
ministry and public establishment websites as well as on the Municipality of Beirut website. 17
• Identify administrative reports, periodicals, newsletters (produced by syndicates, NGOs,
EU projects...) which could be used to promote Beirut World Book Capital Year. Try to reserve
regular space (in these reports) for Beirut World Book Capital Year promotion.

1 The annual report should also be distributed to civil society cultural institutions.
2 The List can be accessed through the website “Informs” managed by the Office of the Minister of State for Administrative Reform.


III) Beirut World Book Capital Year, an Invitation for Partnership with Civil Society, the
Private Sector and Embassies
The main partner of the Ministry of Culture in the Beirut World Book Capital Year is the
Municipality of Beirut. The Municipality of Beirut participates in all strategic decisions for the
organisation of the Beirut World Book Capital Year through the designation of its president as the vice-
president of the executive committee chaired by the Minister of Culture.

The Ministry of Culture will also seek other partnerships:

A) Cooperation with Civil Society

1- Projects received:

An application form was sent to invite cultural associations, NGOs, individuals, etc... to
conceive cultural projects that fit with the Beirut World Capital Event objectives. Around 100
projects were received. These projects mainly revolved around producing publications,
organising workshops, seminars, conferences, book fairs, etc.
18
a- First Traditional Option:
• Evaluate projects received. Create a committee to evaluate and accept the projects that
will be part of the Beirut World Book Capital Agenda, following a specific set of criteria.

b- Second Recommended Innovative Option:
Organise a public announcement from the Minister of Culture stating the acceptance of all
projects received, in order to encourage cultural initiatives. The authors of projects
considered ill-fitting with the Beirut World Book Capital objectives will be invited to adjust
their projects. Rather than simply being turned down, these “inappropriate” projects will
be adjusted in order to fit the Beirut World Book Capital objectives.
This approach enables the Ministry of Culture to act as facilitator and animator rather than
evaluator.
A mechanism has been defined to ensure a minimum of quality control of the projects. This
mechanism is specified in Annex VII.
Not all projects will be financed by the Ministry of Culture. An objective selection process
will be made, following a specific set of criteria, to determine the projects that will be
financed. This means that while all projects will be accepted to form part of the Beirut
World Book Capital agenda, only some of them will be directly financed by the Ministry
of Culture. The advantage of this approach is to motivate cultural organisations to find their
own financial resources and to maximise the number of agenda events, thereby creating
a cultural dynamic.


Budget adjustments may also be proposed for the projects to be financed by the Ministry
of Culture in order to make them fall within a reasonable budget.
All projects selected to be financed by the Ministry of Culture will receive maximum 50%
of the required budget (i.e. maximum 50% of the final determined budget after any
adjustments and not the initially claimed budget). No project will receive more than 50%
funding, in order to motivate cultural organisations to act as partners and try to find their
own financial resources. This sets the financing policy on the basis of the concept of
partnership.
A mechanism has been defined to guarantee that all financed projects will be
implemented. This mechanism is specified in Annex VIIII.
The second recommended option is based on the concept of tailor-made projects.

2- Re-launching of the Invitation for New Projects:
1
• Launch a new invitation for Project Proposals. Produce a new Application Form that
explains the objectives of Beirut World Book Capital Year.
• Sustain the dynamic of cultural life by opening up project submissions with no specified
deadline.
19

1 The project proposals may include :

a- Cultural Activities related to Beirut World Book Capital Year:
These cultural activities could include theatre, “cafés littéraires”, cultural programmes, cultural projects, festivals related to
literature, etc. They could also include special programmes for the occasion, i.e.: “International Francophony Day”,
“International Music Day”, “Reading Week”, “International Theatre Day”, etc.

b- Conferences, Seminars, Workshops, Book Fairs and Exhibitions related to Beirut World Book Capital Year:

Conferences, Seminars, Workshops, Book Fairs and Exhibitions will be divided as follows :

• National Conferences, Seminars, Workshops, Book Fairs and Exhibitions;
• Regional Conferences, Seminars, Workshops, Book Fairs and Exhibitions;
• International Conferences, Seminars, Workshops, Book Fairs and Exhibitions.

Sponsoring regional and international Conferences and Seminars related to Beirut World Book Capital Year includes
invitations to regional and international delegations (famous writers, publishers, etc.)

c- Publications related to Beirut World Book Capital Year:
The Ministry of Culture aims to sponsor the publication of various types of books. These types can be classified mainly in the
following categories :

• Books for Youth • Books about Lebanese Literature, Poetry, Lebanese Writers, poets, etc.
• Comic Strips • Luxury Books (Art, Photography, Architecture, Stamps, etc.)
• Fairy Tales • Unknown authors
• Science Fiction Books • Books on DVDs and CDs, E-Books
• Novels • Translated Books (Fees of Translation & Production)
• Short Stories • Others (Philosophy, History, Scientific Books, Books on Public Administration, etc.)


3- Invitation to Implement Specific Projects as defined by the Ministry of Culture:
• Produce a list of themes that will be of specific interest to the Beirut World Book Capital Year.
(These themes may, for example, tackle the production of a book about Beirut as described
by great writers, or the organisation of a seminar about copyright, or the production of a
book about Beirut’s unknown writers: discovery of new talents, etc.)
• Invite cultural organisations and universities to implement these specific projects as defined by
the Ministry of Culture.

4- Call for New Ideas:
• The Ministry of Culture will call, not only for new projects, but also for new ideas and initiatives
related to Beirut World Book Capital Year. These projects are neither events nor
publications, and therefore cannot be included in any of the sections above. These projects
may include, for example :
• Conducting a needs assessment of public libraries;
• Making special campaigns for book donations;
• Conducting Literary Tours of Beirut, etc.

20 B) Cooperation with the Private Sector
• Organise visits to private sector institutions (banks, companies, etc.) to present the World
Book Capital Year Strategy (by using the digital presentation) in order to enhance the
opportunity for partnerships and fund raising. These visits will be presided over by the
Minister of Culture himself.

Bookshops and libraries will also be closely associated as partners of Beirut World Book
Capital Year.

C) Cooperation with Embassies
• Draft invitation letters for all embassies to motivate them to host an event for the World Book
Capital Year related to the country that they are representing. This letter will be sent
accompanied by the communication kit related to the Beirut World Book event. The
Minister of Culture will receive the ambassadors personally in order to ensure proper
follow-up of invitation letters, in a two-week period designated as “the Embassy weeks”
and specially dedicated to this purpose.


IV) Beirut World Book Capital Year, a Turning Point to Ensure Sustainable Cultural
Development through Continuous Partnership with Ministries

If no substantial change occurs in cultural and educational fields after Beirut World Book Capital
Year, then the success of the event would have been limited to promotion and marketing. To avoid
this, the Ministry of Culture is looking to implement a strategy for sustainable cultural development.

A) Cooperation with the Ministry of Information (for
sustainable Cultural Development through the Media):

Title of the Cooperation Programme: “The reintegration of
cultural issues in the Media, and in particular the audiovisual The Ministry of Culture is

Media”.
striving to implement a
• Prepare a high-level meeting between the Minister of
Culture, the Minister of Information and the main
strategy for sustainable
representatives of the media to discuss the reintegration of
cultural development. If no
cultural issues in the media, and in particular in the 21

audiovisual media, throughout Beirut World Book Capital
Year. substantial change occurs in

• Draft a Cooperation Programme containing concrete
cultural and educational
proposals related to the cooperation between the Ministry
of Culture and the Ministry of Information for the World
fields after Beirut World
Book Capital Event. This Cooperation Programme should
be made in coordination with a representative from the Book Capital Year, then
Ministry of Information.
• Submit the Cooperation Programme to the Ministry of the success of the event

Information for comments and approval.
would have been limited to
• Prepare a joint Press Conference held by the Minister of
Culture and the Minister of Information to launch the
promotion and marketing.
Cooperation Programme.
Sustainability is our real
B) Cooperation with the Ministry of Education and Higher
Education (for sustainable Cultural Development through target.

Education):

Title of the Cooperation Programme: “Communicating beyond
the Beirut World Book Capital Year and defining a precise
Policy to increase reading among students”.


• Draft a Cooperation Programme containing concrete proposals related to cooperation between
the Ministry of Culture and the Ministry of Education and Higher Education for Beirut World
Book Capital Year. This Cooperation Programme, which will tackle reading in schools and
universities, should be made in coordination with a representative from the Ministry of
1
Education and Higher Education.
• Submit the Cooperation Programme to the Ministry of Education and Higher Education for
comments and approval.
• Prepare a joint Press Conference to be held by the Minister of Culture and the Minister of
Education and Higher Education to launch the Cooperation Programme.

C) Cooperation with the Ministry of Tourism (for Sustainable Cultural Touristic
Development):

Title of the Cooperation Programme: “Promoting the Concept of Cultural Tourism and in particular
Cultural Heritage”.
• Draft a Cooperation Programme containing concrete proposals related to cooperation
22 between the Ministry of Culture and the Ministry of Tourism for Beirut World Book Capital
Year. This Cooperation Programme should be made in coordination with a representative
from the Ministry of Tourism.
This Cooperation Programme will include the production of leaflets to promote Beirut city. This
promotion should incorporate both touristic and cultural aspects. The cultural element will be
about the Beirut World Book Capital Year. All original artwork, copy, and photography, etc
that is created while producing such leaflets should be made available so that the Municipality
of Beirut and the Ministry of Tourism can also use it in their own promotional material. This
Cooperation Programme may also include the production of a city-marketing plan based on
its cultural aspect as well as an online advertising campaign for Beirut (through key word
search engine registration, links through relevant tourism websites and banner advertising).
• Submit the Cooperation Programme to the Ministry of Tourism for comments and approval.
• Prepare a joint Press conference to be held by the Minister of Culture and the Minister of
Tourism to launch the Cooperation Programme.

Cooperation with other Ministries (Ministry of Interior, Ministry of Youth and Sports, Ministry of
Environment, etc.), depending on the capacity of the Management Team to handle and implement
the number of cooperation programmes, may also be proposed.

1 In this context, a Study will be ordered by the Ministry of Culture of who reads what in Lebanese society. The Ministry of Culture
should define, based on the Study of who reads what in Lebanese society, a cultural policy focusing on how to increase reading and
the best methods to implement it through the Cooperation Programme with the Ministry of Education and Higher Education.


V) The Cultural Challenge: Making the Cultural Face of Beirut the Predominant one in
Public Life

A) Making Beirut World Book Capital Year the Major
Event in Lebanon for 2009 and 2010 by linking it to important
Events
• Make a list of all important events that will take place We hope to make Beirut

between April 2009 and April 2010.
World Book Capital Year
• Make a series of proposals to link each of these important
events to Beirut World Book Capital Year. (For example:
the Major Event in
the 8th of March is International Women’s Day. This is an
important event for which we could issue a Publication Lebanon for 2009 and
about Lebanese Women Writers).
• Organise high-level meetings and prepare Powerpoint 2010. We hope that for

presentations and exhibition displays to promote Beirut
once, a cultural event, and
World Book Capital Year.

not a political one, will be 23
B) Visibility of the Beirut World Book Capital Year in
Public Administration Offices and Public Places predominant in Lebanon.
• Improve the visibility of Beirut World Book Capital Year in
all ministries and public establishment offices, which This is our cultural

should give a modern cultural image of Lebanon, through
challenge.
the production of posters (on paper and on wood).

C) Ensuring proper lobbying with the Political Authorities
• Organised lobbying of political authorities must take place
to ensure Beirut World Book Capital Year is given at least
as much priority as political events. Having been
dominated by political events for many years, Lebanese
public life should emphasize its cultural face through Beirut
World Book Capital Year.


VI) The Economic Challenge: Supporting Culture as an Economic Viable Sector

Development policies are increasingly taking into
consideration the economic importance of culture and cultural
industries. It thus becomes possible to articulate a cultural policy
and an economic policy which serve not only the cultural aims of
society but its economic objectives as well. In this context, and in We hope that the Beirut
order to support culture as a viable economic sector in Lebanon,
there must be a direct generation of revenues from the Beirut World World Book Capital Year

Book Capital Year. This explains the need for the following
will serve not only the
activities :
• Support Book Fairs and exhibitions.
cultural aims of Beirut but
• Produce calendars, postcards and key chains about
Lebanese writers, USBs in the form of a book... to be sold its economic objectives as
in book shops and other places. Generated revenues will
act as a revolving fund for the Beirut World Book Capital well. We would like

Year.
24 Culture to become a Viable
• Seek partnership with international donors to obtain the
technical assistance of an International Cultural Consultant
Economic Sector. This is
and a National Cultural Consultant, in order to present
benchmarking of efficient cultural policies in various our economic challenge.
countries and to achieve the objectives related to
Supporting Culture as a Viable Economic Sector.
• Prepare a study that clearly demonstrates through facts and
figures how the Beirut World Book Capital Year created
new economic opportunities (through exhibitions, book
fairs, direct selling, etc.) and its added economic value.
• Produce a publication archiving the experience of Beirut
World Book Capital Year as a generator of revenues.


VII) Ensuring Interaction between Management and Communication: Efficient
Management of the Beirut World Book Capital Year and continuous Information
Supply to the Public

A) Setting Up a Management Team
• Set up a Management Team mandated to implement this Setting up a Management
strategy. Find appropriate offices and equipment for the
Management Team. Organise regular meetings between Team is the basic step.

members of the Management Team to ensure that
1
communication is in line with this strategy.
• Create the committees of the Beirut World Book Capital
2
Year and define their working mechanism.
• Establish a list of printing establishments, communication
agencies, journalists, translators, photographers, graphic
designers, proof-readers and editors that can be useful Communication and
producing Beirut World Book Capital Year publications
25
and promotional material. continuous Information

B) Ensuring Proper Follow-up Supply to the Public should

• Define a clear mechanism ensuring that the agenda of the
be in line with this
Beirut World Book Capital Year Strategy will be
thoroughly implemented.
strategy.

C) Supervising Publications
• Supervise all Beirut World Book Capital Year publications
and promotional material in order to guarantee its appeal
and objectivity, as well as its harmony with the Beirut
World Book Capital house style.

1 Annex IX presents, as an example, the Management Team of Amsterdam during Amsterdam’s tenure of World Book Capital.
Annex X presents the proposed management team for Beirut World Book capital.
2 Refer to the Section below titled “Management Modalities” for the creation of the Board and committees of Beirut World Book Capital
Year and their working mechanism.


D) Informing the Public and Increasing Transparency
• Produce a monthly newsletter to promote any new Beirut World Book Capital Strategy
activities scheduled in the agenda and to ensure media coverage of activities to be held during
that month. The newsletter could also contain information about disbursed funds in order to
increase transparency.
• Establish a well-defined mailing list in order to ensure wide dissemination of the newsletter.

26


Communication Tools
The communication tools that have been identified through the activities proposed in our strategy
are the following:

• Website (dynamic & interactive) in three languages
• Series of Brochures
• Series of Leaflets
• Stationery (Letterheads, Business Cards, Compliment slips, Note-pads)
• Powerpoint templates and digital, animated presentations
• Flexible Exhibition display material
• Posters (on paper and on wood)
• Signage and livery (site signs, vehicle livery, window stickers, flags, etc.)
• Media pack
• Annual report of Beirut World Book Capital Year
• Sponsored Publications related to Beirut World Book Capital Year (as defined in the strategy)
• Infomercials
27
• Television and radio programmes
• Communication kit
• Monthly newsletter
• Press supplements
• Calendars, postcards, key chains and USBs in the form of a book, etc.
• Billboards.


Management Modalities
An honorary committee and other committees will be created for the Beirut World Book Capital

Year, as well as a Management Team.

The honorary committee will contain prestigious personalities involved in the cultural field.

Acting as a strategic think tank, the committees will be mainly responsible for commenting on this

strategy and approving the Beirut World Book Capital budget as well as ensuring proper follow-up of

the project.

The General Coordinator of the Beirut World Book Capital Year will act as the main Project

Manager. He/she will be the head of the Management Team. He/she will report directly to the

Minister of Culture. He/she will also act as the coordinator of the committees.

For the structure of the Management Team, refer to Annex X.
28


Communication Languages
A) Communication Campaigns:
Communication campaigns will be carried out in three languages: Arabic, French and English.

These three languages will be used in all communication and awareness activities, seminars, as well
as in publications (including the production of promotional material). The Ministry of Culture will
encourage harmony in the use of the three languages, in order to emphasize Beirut’s multicultural
face.

Other languages may also be used on occasion, according to the relevant targets of any
communication campaigns.

B) Cultural Activities:
Cultural activities will take place in all languages, to show the multicultural face of Beirut. All embassies
will be invited to organise cultural activities in the language of the country they are representing.

29


Visibility Guidelines
• Minister’s presence:
The launching, patronage and inauguration of Beirut World Book Capital Year will be
conducted by the Minister of Culture.

• All promotional material and visibility tools related to Beirut World Book Capital Year will
carry its logo.

• All promotional material and visibility tools financed by Beirut World Book Capital Year will
carry its logo and a clear sentence stating “Funded by the Ministry of Culture” or by the
appropriate donor.

• All Workshops, conferences, seminars, exhibitions, etc. related to Beirut World Book
Capital Year will carry its logo and should exhibit one of its exhibition displays.

• All Workshops, conferences, seminars, exhibitions, etc. financed by Beirut World Book
30
Capital Year will carry its logo and a clear sentence stating “Funded by the Ministry of
Culture” or by the appropriate donor. They should also exhibit one of its exhibition displays.

• Donor logo:
Companies that contribute promotional material (i.e. communication agencies, website
development companies, etc.) will only be allowed to put their logo on the material produced
if they finance it themselves. The objective is to encourage the private sector to act as citizens
enterprises, by financing some promotional material or publications.

Any other donor (for example international organisations) will only be allowed to put their
logo on produced material if they finance it themselves.

• Press conferences related to Beirut World Book Capital Year will always be held by the
Minister of Culture.

• Interviews related to Beirut World Book Capital Year will be held by the Minister of Culture or
the Director General of the Ministry of Culture or by any person to whom they delegate this
duty.


Timeframe
Preparation Phase:

The preparation phase for the Beirut World Book Capital Year runs from September 2008 to March
2009. A number of preparatory activities have already been completed by the Ministry of Culture.

Operational Phase:

The operational phase starts in 23 April 2009 and ends in 23 April 2010.

31


SPONSOR

Sources and Principles of Funding

I) Sources of Funding:

A- The first source of funding is the State budget.
B- A second source of funding is the Municipality of Beirut.
C- A third source of funding is the private sector.

1- The private sector as a Sponsor:
However, since the private sector in Lebanon has suffered of late, special funding invitations
will be launched by the Minister of Culture. Instead of using the traditional approach, special
communication campaigns will be designed for the occasion.

a- These communication campaigns will give greater visibility than usual to donors, in
order to encourage donations.

Title of the Event
32

Supported by …………First name………Name……….

b- Communication campaigns with a higher degree of personalisation will be designed for
donations in excess of $100,000. These communication campaigns will give optimal
visibility to donors.

For example:

The Cultural Face of Beirut

A Fund created by …………First name………Name………. especially for
Beirut World Book Capital


SPONSOR

Another example:

Donation of …………First name………Name………. for Culture

2- The private sector will be encouraged not only to act as a sponsor, but also to behave as
a direct partner by producing books itself. For example, a communication campaign could be
directed towards banks, entitled “Offer Beirut a Book”, in which banks would be invited to
produce books about Beirut and to distribute them worldwide.

D- A fourth source of funding is foreign embassies. Each embassy will be invited to finance
1
activities promoting books and writers related to their respective country.

II) Principles of Funding 33

The Ministry of Culture will abide to the following principles in managing Beirut World Book
Capital Year:

A- Transparency:
A new approach concerning public money will be introduced, through:
1- Publishing all expenses related to Beirut World Book Capital Year in the monthly newsletter,
whether these expenses have been covered by private funds or by public funds.
2- Conducting a professional audit (by an audit company) of the Beirut World Book Capital
project.

B- Equity:
No favouritism whatsoever will be allowed in sponsoring Beirut World Book Capital Year
activities. We invite cultural organizations, intellectuals and universities to work with us to create a
cultural dynamic, and we guarantee that their proposals will all be welcomed and will receive the
appropriate support independent of any criteria other than the seriousness of the proposal.

C- Partnership:
The Ministry of Culture will try to act as a partner more than as a sponsor of cultural activities,
inviting cultural organizations to find funds themselves.

1 The Embassy of Spain, for example, has already submitted a programme and explained that its financing would be from the Ministry
of Foreign Affairs in Spain. Embassies of other countries will be invited to do the same.


Conclusion
Beirut will regain its intellectual prestige on regional and international levels once its intellectuals
and cultural organisations are motivated. We declare 2009 their year. The Ministry of Culture will be
at their service to make this year successful.

However, we cannot achieve success alone. Come and work with us. We would like you to be
our partner. Together, we can create a difference.

Together, we promise you a cultural year that looks like no other year before: Beirut in
competition with other cities but also Beirut in competition with its own past. Let us, together, show the
world, what the Lebanese can do. Let us show the world that culture is the true face of Beirut.

34


Annex I
Beirut World Book Capital Year Logo

35


Annex II
Website of Bogota, World Book Capital for 2007

INICIO l ACERCA DE PROGRAMACIÓN l BOLETINES DE NOTICIAS l CLUB DE LECTORES l MULTIMEDIA l
HEMEROTECA l CRÓNICAS DE LA CAPITAL

Madrid(2001) - Alejandría(2002) - Nueva Delhi(2003) - Amberes(2004) - Montreal(2005) - Turín(2006) - Bogotá(2007) - Amsterdam(2008)
- Beirut(2009) - Liubliana(2010)

36


Annex III
Website of Beirut World Book Capital for the Year 2009
Site Map

Arabic French English

Search

Submit a
Ministry Municipality Calendar Opinions and
Project Archives Contact us
of Culture of Beirut of Events Suggestions
Proposal

The Organigram Press
Guidelines
Event Strategy Ministrer of the Releases 37
Municipality
History of Beirut
Previous
Cultural Download
Involved Map of Photo
Symbolism of Project
Beirut Ministries Beirut Gallery
Template
Partners &
Sponsors
Visibility The
Material ministry

Site Map

Links The
Executive
Committee

The
Management
Team


Annex IV
1
A Sample of Promotional Material

38

Bags

Airplane

1 The Sample of Promotional Material in Annex II, III & IV is presented by the Advertising Agency Impact BBDO.


Annex V

39


Annex VI

40


Annex VII
Mechanism ensuring a minimum of Quality Control of the Projects

1. Application Form completely filled
Some people have presented project ideas without filling out the application form. Others have partially filled in
the application form. Filling in the application form in full is the first indicator of quality work.

2. Project Fitting with the three objectives of Beirut World Book Capital
Each project should fit with one of the three objectives of Beirut World Book Capital Year.
As stated above, the objectives of the Beirut World Book Capital Year are:

1st objective)
Strengthening the Book Sector in Lebanon by supporting the various stages of book production
and distribution: favouring creativity, encouraging innovation, and raising publishing and printing to
higher professional standards, spreading relevant information and strengthening book distribution in the
41
Lebanese market through the network of libraries, and strengthening it abroad mainly by participating
in book fairs.

2nd objective)
Promoting Reading in designated places, such as schools and public libraries.
The purpose is to promote books and their authors, bring books into the home, develop a taste for the
pleasure of reading, and establish the use of libraries as a regular practice. Furthermore, it will involve
placing the book within reach of the largest possible audience, favouring book-related activities even in
places where books are not normally present, such as public spaces, squares and streets.

3rd objective)
Adopting a Diversified Approach to Culture achieved by raising awareness of the country’s national
heritage and enriching it, by opening up to the world through literary and intellectual events.

3. Flexibility to rectify the Project Objectives
When a project proposal does not fit with the project objectives, the applicant should show flexibility in modifying
it. The applicant will receive adequate support from the Management Team of Beirut World Book Capital to
amend its objectives.


4. Readiness for Transparency, Accountability and Good Governance
All applicants must show their readiness for transparency, accountability and good governance by:
a. Signing a written agreement with the Management Team of Beirut World Book Capital;
b. Accepting (in writing) the present quality annex.
c. Accepting (in writing) the annex related to the Mechanism guaranteeing the Implementation of financed
Projects (for projects that will be financed by the Ministry of Culture).

5. Budget Coherence
For the projects that will be financed by the Ministry of Culture, all activities must fit within a reasonable, rigorous
and well-justified budget.

6. Flexibility to rectify the Project Budget
42 When a project proposal does not fit with the project objectives and will be financed by the Ministry of Culture,
the applicant should show flexibility in modifying the project’s budget. The applicant will receive adequate
support from the Management Team of Beirut World Book Capital to make any necessary amendments to have
a reasonable, rigorous and well-justified budget.

7. Cost-Sharing
All projects to be financed by the Ministry of Culture must incorporate cost-sharing. Since this cost-sharing may
be cash or in-kind contributions, it is considered an indicator of qualitative work.

8. Timeframe
Activities listed in project proposals should not impose an unrealistic time limit (as a side note, projects should be
implemented before May 2010). A feasible and realistic timeframe is considered an indicator of good planning
and thus of qualitative work.

9. Acceptance of the general Project Coordinator and the Project Manager
All project applications should be accepted (in writing) first by the general Project Coordinator and secondly by
the project manager as a means to guarantee that “inappropriate” subjects are not accepted (an example of an
“inappropriate” subject would be a book promoting terrorism). The general Project Coordinator and the Project
Manager will thus be held responsible for any qualitative deficiency.


Annex VIII
Mechanism guaranteeing the Implementation of Financed Projects

1. Signing a Grant Agreement stating the legal responsibility of the grant recipient towards the
Management Team of Beirut World Book Capital Year in the Ministry of Culture.

2. First Option: Refunding
In this scenario, the grant recipient ensures all payments, accomplishes the cultural activity (publication,
organisation of a workshop, etc.) and then asks to be refunded. In order to be refunded, copies of invoices should
be presented to the Management Team of Beirut World Book Capital Year in the Ministry of Culture.

3. Second Option: Gradual payments
When a grant recipient does not have the financial means to accomplish their cultural activity, the Ministry of
43
Culture can provide the funds for this purpose. However, the Ministry will implement a process of gradual
payments.

4. Reporting
In cases where the grant recipient chooses the second option, they must submit a monthly Progress Report about
their cultural activity to the Management Team of Beirut World Book Capital Year. If the submitted reports are
approved, gradual payments will be disbursed.

To give a concrete example, a grant recipient who would like to produce a brochure about a certain issue should:

First) sign a Grant Agreement stating his/her legal responsibility towards the Management Team of Beirut
World Book Capital Year in the Ministry of Culture;
Second) prepare and submit to the Management Team of Beirut World Book Capital Year a monthly Progress
Report about the brochure that is being prepared;
Third) present the text of the brochure as convincing evidence, and then the financial officer of the
Management Team can disburse the first payment;


Fourth) present the design of the brochure as second convincing evidence annexed to the second monthly
Progress Report, and the financial officer of the Management Team will disburse the second payment.
Finally) present the printed brochure itself with the invoice and the financial officer of the Management Team
will disburse the third payment.

5. Monitoring
In addition to reviewing and approving monthly Progress Reports, the Management Team of Beirut World Book
Capital Year has the right to engage in other monitoring activities. Monitoring activities may include assessments,
periodic implementation meetings, on-site visits, etc.

44 6. Audits
The Management Team of Beirut World Book Capital Year reserves the right to request and pay for a professional
external audit of the grant recipient’s accounting policies, procedures, transactions and reporting related to the
funds received by them from the Ministry of Culture.
The Management Team of Beirut World Book Capital Year reserves the right to request and pay for a professional
external audit to issue an audit report which will contain a review of, or summary of, expenditures funded by the
grant, for a period up to one year after the end-date of the grant.

7. Right of Inspection
The Management Team of Beirut World Book Capital Year has the right to conduct inspections, i.e. it has
unrestricted access to all financial records, reports and supporting documentation related to the Grant Funds.


Annex IX
Management Team of Amsterdam, World Book Capital for 2008

45


Annex X
Proposed Management Team for Beirut World Book Capital Year

The proposed Management Team for Beirut World Book capital is composed of the following staff:

• General Coordinator (full-time job)

Project Management Unit
• Coordinator (for Project Management) and Head of Project Management Unit (full-time job)
• Assistant Coordinator (for Project Management) (full-time job)
• Assistant Coordinator (for Projects P.R.) (full-time job)
• Assistant Coordinator (for Quality Control of Projects) (full-time job)

Administration and Finance Unit
• Finance Officer and Head of Administration Unit (full-time job)
• Network Administrator & Webmaster (full-time job)
• Five University Graduate Trainees (part-time job)

Communication Unit
46
• Head of Communication Unit & Media Executive (full-time job)
• Website Content Manager (full-time job)
• Newsletter Editor (full-time job)
• Journalists (part-time Job)

• Legal Advisor (Consultant) (part-time job)

Support Staff:
• One Secretary (full-time job)
• One Operator & Secretary (full-time job)
• One Office Boy (full-time job)

The Ministry of Culture will also ask international donors to help in providing technical assistance from an International Cultural
Consultant and a National Cultural Consultant, in order to achieve the objective related to Supporting Culture as a Viable
Economic Sector


Structure of the Management Team

General Coordinator

Legal Advisor
(Part-time)

Coordinator Head of Communication
Head of Administration
Head of Project Unit and Media
and Finance Unit
Management Unit Executive

Projects Quality Project
Network Newslettter Website 47
P.R. Control Management University
Administration
Graduate Editor Content
& Journalists
Assistant Assistant Assistant
Webmaster Trainees Manager
(Part-time)
Coordinator Coordinator Coordinator
(Part-time)

Support Staff

Operator &
Secretary Office Boy
secretary

International Cultural Consultant
(Technical Assistance)
(Part-Time Job)

National Cultural Consultant
(Technical Assistance)
(Part-Time Job)

Beirut World Book 2009 Strategy Organizational Plan

Beirut World Book 2009 Strategy Organizational Plan

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