Published: 07.04.2025
In 2025, the HEDCOM international project featured the participation of seven undergraduate students from the Public Relations and Corporate Communication program.
From March 24th to 28th, seven students from the Public Relations and Corporate Communication (RPCE) degree program traveled to Paris to represent ESCS at HEDCOM (Higher Education Diploma in Communication), an initiative within the BUSINET network of European higher education institutions (Global Business Education Network). Bernardo Santos, Iara Graça, Leonor Vieira, Leonor Baioneta, Matilde Santos, Patrícia Guica, and Sara Santos were accompanied by the program coordinator, Professor Tatiana Nunes.
As in previous years, HEDCOM was part of a BIP (Blended Intensive Programme), funded by Erasmus+, which included both an online and an in-person component.
In this edition, hosted by ISTEC – School of Management and Marketing, participants were challenged to create a communication strategy for Disneyland Paris, aiming to attract the Brazilian market and position the theme park as a tourist destination. The ESCS students were part of seven of the eight working groups, which were made up of students and mentors from various countries including France, Lithuania, Belgium, Romania, Slovenia, the Netherlands, and the United Kingdom. In total, 81 students and 22 mentors from 18 institutions and 25 nationalities took part.
On the first day of the in-person week in Paris, students and mentors were welcomed at the headquarters of Disneyland Paris and had the opportunity to spend the afternoon in the parks. From Tuesday to Thursday, work sessions took place, and on Friday, each team delivered its final pitch presentation to Disneyland Paris.
The podium was dominated by ESCS students: Leonor Vieira was part of the team that won 1st place; Matilde Santos’s team came in 2nd; and the teams of Bernardo Santos and Patrícia Guica shared 3rd place in the competition.
What did the students think of their HEDCOM 2025 experience?
Bernardo Santos
“The HEDCOM experience exceeded my expectations! This is a project that allows us to face challenges similar to those we’ll encounter in the job market, while giving us a better understanding of our own value as future professionals. This year’s client was one of the key factors in making the project so rewarding for everyone involved. It allowed us to unleash our creativity and draw on our imagination to present an innovative project for a brand that has always been a part of our lives. The excellent feedback from the jury, who didn’t expect such complete and diverse plans, was proof that we achieved our goal. I truly believe this project was a turning point in my career planning, and for that, the trip was worth it. I can only thank my teammates and Professor Tatiana Nunes for accompanying me on this journey and making the week so special.”
Iara Graça
“This experience was undoubtedly unforgettable! Having the unique opportunity to work on a project for Disneyland Paris — such a globally recognized brand — was a true privilege. On top of that, meeting people from different cultures, with diverse working methods and experiences, was a rich and eye-opening challenge. But above all, what I’ll cherish most is the group of incredible colleagues who joined me on this journey, and being able to experience the magic of Disneyland Paris parks alongside them and Professor Tatiana Nunes. Thank you to my colleagues and to Professor Tatiana for giving me this experience, which I will always treasure.”
Leonor Vieira
“When I signed up for HEDCOM and learned that this year’s client was Disneyland Paris, the child inside me was thrilled. As soon as we landed in Paris, I knew I couldn’t have asked for a better group to share this experience with. I felt confident in both the quality of our work and the unforgettable moments we would live together. I will always be grateful for the chance to revisit Disneyland Paris, a place full of special and unique memories.
Working with a team of people with different perspectives, cultures, and work styles was incredible and enriching. It’s something I’ll carry with me into the professional world — along with new friendships that still endure. Winning 1st place was a joyful surprise and the perfect way to end this journey.
Thank you to ESCS for making this experience possible, and a special thanks to my teammates Sara, Iara, Patrícia, Leonor, Bernardo, and Matilde, and to Professor Tatiana Nunes, for helping make this experience exceed all my expectations.”
Matilde Santos
“As soon as I heard I could participate in HEDCOM this year — and that the client was one of my favorite organizations — I didn’t hesitate! I was incredibly excited and had high expectations for the challenge. Looking back, those expectations were far surpassed. HEDCOM was a demanding but deeply rewarding experience. Over these days, I developed key skills like teamwork, adaptability, and project execution. In addition to the work, I had the chance to explore Paris and French culture, and visiting the Disneyland Paris parks was the highlight for me!
Thank you to my colleagues for such a fun week, and to Professor Tatiana Nunes for guiding and supporting us throughout the project.”
Patrícia Guica
“When I applied for HEDCOM, I had some expectations. The idea of working with a client like Disneyland Paris and experiencing this project in Paris really excited me — but I didn’t quite know what to expect. Looking back now, I realize nothing could have prepared me for how amazing this experience would be. It exceeded all my expectations. From the very first day, I felt surrounded by people I could easily connect with. We formed a fantastic group with great team spirit and support.
As for my project team — I can only say good things. Working with people from different countries was one of the best parts. It was fascinating to learn about their different work styles and gain new insights.
Beyond that, the whole week was filled with unforgettable moments — the bonding, the friendships that still remain, and of course, the magical surprise of visiting the Disney parks! That moment made the experience even more special.
Huge thanks to ESCS for giving us this incredible opportunity, and especially to Professor Tatiana Nunes for being with us every step of the way. Also, thank you to ISTEC for the warm welcome and for making us feel truly at home.”
Sara Santos
“HEDCOM 2025 was without a doubt one of those once-in-a-lifetime experiences — where I had the chance to work with a real client, toward a concrete and challenging goal, side by side with students and teachers from various cultures and work backgrounds. For me, this program was a real rollercoaster — and with Disneyland Paris as the client, nothing could be more fitting. Between tough challenges, fun moments, and little victories, every bit of doubt and frustration ended up being worth it.
Thank you, Professor Tatiana, for making this opportunity possible, for all your support, and for living this experience with us. And, of course, what made it even more special were the people I shared it with — our wonderful group: Bernardo, Iara, Leonor Baioneta, Leonor Vieira, Matilde, and Patrícia. Thank you for being such amazing teammates who made every challenge more fun.
I’ll always keep this project close to my heart — with gratitude and saudade.”
Leonor Baioneta
“Having the chance to work with new cultures, meet new people, explore different working methods, and have fun along the way was, without a doubt, an unforgettable experience that I will always remember. It was a week full of learning, and despite the challenges, every moment was worth it.
Sharing this experience with teammates like Matilde, Sara, Patrícia, Bernardo, Iara, and Leonor made it even more special. A very special thank you to Professor Tatiana, who was like a mother to us — always present and ready to support us.
I finish this experience with a full heart, incredibly happy and fulfilled!”
Text kindly provided by the RPCE students and edited by the Communication Office (Gabcom)
Photographs kindly provided by the RPCE students
