Presented in January 2019, the Cultural Heritage Ambassador (ABC) program recruited volunteers to promote Italian cultural activities, historical sites, and local traditions through web-based tools. The initiative, operated by ABCOnlus, aimed to develop a new cultural economy by reviving heritage sites and integrating them into tourism circuits.
Role and Responsibilities
Cultural Heritage Ambassadors operated with full autonomy, without time or financial obligations, conducting activities online or offline. They served as facilitators between digital technology and the culture and tourism sectors, helping cultural operators use promotion and valorization tools effectively. Ambassadors provided zero-cost solutions, avoiding the psychological barrier of traditional advertising agencies operating for commission. The program required consistent activity: ambassadors were expected to publish at least one piece of content weekly, though daily publication was recommended for better visibility.
Ethical conduct was mandatory. Ambassadors could not engage in individual competition or commercial promotion strategies. However, they could promote themselves through editorial content, and advertising space was available for purchase using accumulated ABC Credits.
Selection and Benefits
Candidates were selected by the ABCOnlus Directing Committee through open calls aimed at passionate individuals, cultural and tourism professionals, and operators. Selected ambassadors followed a training program covering tool usage and standard operating procedures. Selection was always open but territory-dependent: each ambassador received an exclusive zone (neighborhood, city, or province depending on population density).
Benefits included a Cultural Heritage Ambassador badge for recognition in sector social media and blogs, moderator status on ABCOnlus social pages, free annual membership (normally 15 euros), and press accreditation for cultural events such as exhibitions and fairs. Ambassadors received free subscriptions to The Scenographer and Architecture & Entertainment magazines, access to an exclusive Facebook group for networking and online marketing training, and direct contact with ABCOnlus communication and marketing experts. The PRO Profile, normally 48 euros annually, was free for ambassadors publishing at least weekly and offered advanced functions including event publishing without editorial approval, image hosting for search engine visibility, and higher credit earnings for event and location entries (2 and 4 credits respectively versus 1 and 2 for standard profiles).
Banking services were available through Banca Generali at 12 euros annually, including unlimited debit card transactions, free transfers, and free credit and prepaid cards. Ambassadors appeared in the Cultural Heritage Observatory and could be selected for evaluation commissions assessing sites for crowdfunding projects under development.
Tools and Platform
Exclusive tools were available through the beniculturalionline.it platform, with free and premium levels. Partners offered additional services, recognizing ambassadors with expense reimbursement of at least 5 percent on transactions. The PRO Profile enabled activity page creation linked to Facebook management, image-rich posts for Google image search optimization, event categorization by album, recurring annual events, Google AdSense banner placement, and Google Analytics integration for tracking content visibility.
Frequently asked questions
What qualifications are required to become a Cultural Heritage Ambassador?
Candidates submit a brief curriculum vitae explaining their interest and expectations. Selection prioritizes passionate individuals, cultural and tourism professionals, and operators. No specific qualifications are mandated, but selection is territory-dependent and binding to exclusive zones.
Is there a cost to participate as an Ambassador?
The program is volunteer-based with no mandatory time or financial obligations. Free membership, tools, subscriptions, and training are provided. The optional PRO Profile costs 12 euros annually (in 2019 offer price versus standard 48 euros), and banking services through partner Banca Generali cost 12 euros annually.
How do Ambassadors earn income?
Ambassadors accumulate ABC Credits by publishing content—1 credit for standard event entries and 2 for event schede under the PRO Profile, and 2 credits for standard location entries versus 4 under PRO. Credits hold a value of 2.50 euros and can purchase advertising space. Partner services generate 5 percent minimum expense reimbursement on transactions, and the PRO Profile enables Google AdSense banner placement for potential earnings.