An artful way to promote ourselves to the wider world

Cyrus the Great, is inscribed with what is considered to represent the first declaration of human rights. However, it’s no stranger to international missionary work, after years of delicate negotiations, it journeyed to Teheran in 2010, where it was viewed by a million people, so its forthcoming tour of five major museums in the United States, is a brave example of cultural diplomacy, where art and artefacts, not politicians are used to improve international relations.

The announcement of the initiative, followed hard on the heels of the presentation by our own Council of Ministers of the States’ Common Policy on external relations, which identifies the promotion of the Islands national and cultural identity abroad as one of its foremost principles. Not to be left out, the President Jersey Chamber Commerce, David Warr, added his own message in which he put ‘communicating the Jersey Story to the outside world’ as the first of four key areas that need to come together to secure Jersey’s future.

The wake-up call is timely, given the stream of invective that continues to be heaped upon these islands. The assertion of Jersey’s reputation as a ‘secretive tax haven’ may say more about the Punch and Judy fecklessness of the mother of parliaments, but that such misconceptions are traded with abandon from back-benches to tabloid news columns should both concern us and energise our defence.

If not, we will once again fall hapless victim of cynical body blows such as those aimed by the bandits who violated the genuine LVCR concession, which crucified a legitimate local workforce and undermined the basis of inter-jurisdiction trust that had previously been taken for granted.

The past week witnessed a further turn of the screw on the financial sector, and while the regulators may be within their rights, until political diplomacy and understanding replaces envy and prejudice, we will remain a convenient butt for target practice.

Put then more faith in cultural diplomacy: – more subtle and, arguably, more lasting. Think of it as ‘soft power’, to be deployed in a defence role but offering long-term spin-off value.

It’s a strategy that is paying dividends the world over. Indeed, the importance of investing in creativity to generate growth is being accepted and engaged. Singapore, for example, one of the most dynamic young economies, has established a ‘total arts and cultural master plan’ which underpins its growth and identity.

It envisages strengthening the nation’s life-style and distinctiveness while endearing the country to its own residents and visitors. It calls for buy-in across all government departments to develop business talent with the acknowledgement that arts and culture play a critical role in promoting trade, investment, education and culture. And that’s the nub – the economic dividend.

Establish the environment first and the benefits will follow. No surprise then that a Jersey delegation returned from China last month eagerly clutching ‘friendship status’ from the city of Hangzhou, which recognises community understanding as the first step in strengthening vital business ties.

There are many avenues open for promotion.

New Zealand is currently awash with Hobbit movie mania after the world premiere of the first of Peter Jackson’s new trilogy of the Lord of the Rings. The capital, Wellington was even rebranded as “the Middle of Middle Earth” and the tourist boom is expected to net some US$400m annually as a result of the films set there.

Our little cousin, Sark, is also basking in the spotlight of BBC2’s ‘Island Parish’, and though it may harbour more modest expectations, knows that it’s vital to make people want to visit – and then, of course, we all remember ‘Bergerac’!

Two weekends ago, at a well-attended Council for Culture conference at Highlands – reported in this newspaper – the audience heard the seductive story of how, with creative marketing, an ambitions book festival has rejuvenated an obscure small town in Scotland, and given a fillip to its second-hand book trade on an annual basis –a successful, close-focused objective. Book, film and music festivals undoubtedly add to the cultural mix, provide a ‘feel-good’ factor, and contribute to establishing the vital positive identity.

But, crudely, with the overall picture in mind, it’s vital they satisfy the questions: ‘why, and what will be gained?’ Because they’re nice to have, or because others do them, is, sadly, no longer an option. We have moved way beyond what provides merely a distraction, to engaging in long-term strategic process of adding community and economic value.

So how does our own cultural dividend feed into promoting our well-being and status? At the moment, direct funding for the arts is roughly £1.1m which equates to 0.2% of government spending. But, we are by no means starting from scratch. Jersey has a vibrant creative arts scene, albeit spread thinly, and as yet, not generally plugged into the big focus.

There is also a wealth of generous private sponsorship. At the same time, the island is home to many representatives of creative industries – the fastest growing sector in the global economy. Increasingly we find ourselves compared with international players. Our finance industry has done much to raise our profile, and the more cultural and economic links are established abroad, the greater will accurate information about our values and psyche ebb out and the advantages flow in.

I don’t have the answers, but I can certainly see the opportunities.