Created in 2006, the Cultural Brand Awards honour innovative marketing ideas in the cultural sector. They are awarded in eight categories. In 2020, the European Cultural Brand of the Year Award went to the European Union Youth Orchestra. The two other finalists were the Mozarteum Foundation Salzburg and the European Hanseatic Museum Lübeck.
In 2020, 112 entries were submitted to the awards, from regions, institutions and individuals active in the culture scene all over Europe.
The European Union Youth Orchestra is made up of young European musicians from all EU nations. Founded in 1976, it is one of the oldest international youth orchestras in the world.
In the category European Cultural Investor of the Year, Deutsche Post DHL Group won with the Beethoven on Tour project, a traveling exhibition on the occasion of Ludwig van Beethoven’s 250th birthday. Since 2019, the exhibition, set up in cooperation with the Beethovenhaus Bonn, has been touring concert halls in Europe and the US and is currently on view in Russia.