Culture managers Hans-Conrad Walter and Eva Nieuweboer rolled out the first Cultural Brands Award contest in 2006. 2020 marks the presentation of the 15th anniversary of the Cultural Brand Award. It is considered the most important award in the cultural market. A panel of experts comprising 40 judges bestows the award upon winners representing culture services, investors and tourism regions from all over Europe in eight contest categories. The Aurica® trophy, which is presented in all categories for the third time next year, is a symbol for the excellence, attractiveness and openness of the European culture market and synonymous with the valuable brokerage work done by European culture providers and the outstanding advocacy of European culture investors.