During the week of 20–24 April, five students from the Bachelor’s Degree in Public Public Relations and Corporate Communication (RPCE) travelled to Vilnius, the capital of Lithuania, to represent ESCS at HEDCOM (Higher Education Diploma in Communication), an initiative integrated within the BUSINET network of European higher education institutions (Global Business Education Network). Gonçalo Conceição, Laura Martins, Maria Costa, Rafael Almeida and Sara Gaião were accompanied by the course coordinator, Professor Tatiana Nunes.

As in previous years, HEDCOM was organised as part of a BIP (Blended Intensive Programme), funded by Erasmus+, and included both an online and an in-person component.

This year’s host institution was VIKO – Vilniaus Kolegija University of Applied Sciences, and participants were challenged to develop a communication strategy for the Grand Hotel Vilnius, with the aim of attracting the Lithuanian population and positioning the hotel as an appealing option for local customers. The ESCS students joined five of the eight working groups, made up of students and mentors from different countries: Portugal, Belgium, the Netherlands, Slovenia and Lithuania. In total, 61 students and 17 mentors from 11 European higher education institutions took part.

On the first day of the in-person week in Vilnius, students and mentors were welcomed by Vilnius Kolegija University of Applied Sciences for integration activities followed by a tour of the Old Town. Throughout the week, participants attended working sessions, workshops and a guided visit to the Grand Hotel, which allowed them to explore the facilities and clarify questions regarding the project.

At the end of the intensive week, the eight groups presented their proposals to the client and received feedback from the mentors. The winning group included RPCE student Sara Gaião.

What did the students think about participating in HEDCOM 2026?

Gonçalo Conceição
“Being in higher education, and especially at ESCS, means discovering, taking risks, searching, innovating, and embracing opportunities that immediately become valuable assets for the future. The HEDCOM 2026 Programme was the perfect example of one of those opportunities that I decided to pursue.

My motivation for participating in this project grew from the desire not only to discover a new country, Lithuania, but also to work with people from such different cultures and countries, yet with such similar academic backgrounds. Working in a team was not always easy, but it was incredibly enriching to see different perspectives on the same problem depending on each educational approach. Cora, Steven, Camille and Robyn are names that left a mark on me throughout the project and that I will remember fondly.

It was extraordinary to work for a real client, especially the Grand Hotel Vilnius, Curio Collection by Hilton, from which I feel I learned a great deal about communication within the luxury sector and how it should be approached, always connected to the project’s main theme: Applying AI in Social Media and Communication.

The group of RPCE students selected for this project did not really know each other beforehand, and that turned out to be a very pleasant surprise. Sharing this experience with colleagues who quickly became good friends was undoubtedly very rewarding.

I would like to thank Professor and Programme Coordinator Tatiana Nunes, who accompanied us throughout the project, as well as Professor Joana Frias Costa for yet another opportunity.”

Laura Martins
“When I applied for HEDCOM 26, I was excited about the opportunity to be part of such a large-scale and enriching project. I admit my expectations were already high, but what I did not expect was for every single one of them to be completely exceeded.

Travelling to Lithuania, a country with a culture and customs so different from ours, and working for the national market was undoubtedly challenging. The client, Grand Hotel Vilnius, Curio Collection by Hilton, required a style of communication very different from what I was used to. Understanding what works for a Lithuanian target audience and, at the same time, for a luxury market allowed me to broaden my horizons and acquire new knowledge, always with the support of the mentors and my team. Developing a communication strategy together with people from different nationalities and working methods was undoubtedly one of the highlights of this experience. I feel that all of us gained skills and perspectives that will easily be applicable in the future.

This was certainly a project that enriched my professional experience. I would like to thank my Portuguese colleagues, Gonçalo, Maria, Rafael and Sara, who were incredible companions on this adventure, and Professor Tatiana Nunes for entrusting me with this opportunity.”

Maria Costa
“Taking part in HEDCOM 2026 was an extremely enriching and memorable experience for me. I had the opportunity to learn more about different cultures and their gastronomy, meet new and fascinating people from several countries, and even discover new words in different languages. Above all, I was able to experience what it is like to have one foot in the professional world.

From the initial idea, through contact with the client, teamwork, learning how to maximise the efficiency of new technologies such as artificial intelligence, all the way to the final presentation to a real client, it was a challenging but unforgettable process. During this week, I truly understood the importance of communication, of fully understanding the client’s needs, of organisation, and of adaptability in order to achieve a solid final result.

Overall, it was an experience that helped me grow enormously, both personally and academically, and one that I will certainly remember as an important moment in my journey.

Thank you to my colleagues for an incredible week, to Professor Tatiana Nunes for the opportunity, and to VIKO – Vilnius Kolegija University of Applied Sciences for the challenge proposed.”

Sara Gaião
"When I first heard about this project, I knew I had to seize the opportunity to explore new horizons and face new challenges, and I am extremely grateful to have been part of this initiative. HEDCOM 26 proved to be an unforgettable international project. Throughout an intense week of learning, we collaborated with colleagues from various nationalities to develop a strategy capable of attracting the Lithuanian public to the Grand Hotel Vilnius. This challenge required us to create a proposal worthy of both the Hilton brand and the city itself, while also giving us an innovative perspective on communication in multicultural environments.

This experience went far beyond the academic dimension, offering us a deep and enriching insight into a new culture, with opportunities to share gastronomy, music and traditional dances.

The whole journey became even more valuable thanks to the strong connection within our group of five, which was evident from the moment we were selected. A huge thank you to Laura, Maria, Gonçalo and Rafael for being amazing companions and for all the unforgettable memories we created.

Finally, I would like to leave a very special thank you to Professor Tatiana Nunes for the opportunity and trust she placed in me by choosing me to be part of a project of this scale."

Rafael Almeida
“The experience undoubtedly exceeded my expectations. It was an extremely enriching project, not only because of the challenge it represented, but also because of the opportunity to work for a real company, which made the whole process far more demanding and, at the same time, far more motivating. Working with the Grand Hotel Vilnius in Lithuania allowed us to develop more creative solutions applied to a real context and to better understand the value of our work as future professionals. I believe this project helped us grow both academically and personally, and it will remain a very positive and memorable experience. I would also like to thank my colleagues and Professor Tatiana Nunes, who accompanied me throughout the entire journey and made this week truly incredible.”

Text and photographs by the Coordination of the Bachelor’s Degree in Public Relations and Corporate Communication (RPCE).