Be there or be square: Marketing festivals and other special events
Abstract
Purpose
This paper aims to consider the factors contributing to the successful marketing of one‐off special events.
Design/methodology/approach
Uses a case study of Festival Melbourne 2006, a multi‐site, multi‐activity sporting and cultural event, to investigate ways of increasing participation through effective marketing communications.
Findings
Have you ever been invited to something only to discover that it has already happened? That you have missed your chance to take part in something special? That is the marketing challenge facing the organizers and promoters of special events – large‐scale, never‐to‐be‐repeated happenings taking place in several venues: how do you attract prospective participants and get the right sort of information to them at the right time?
Practical implications
Offers guidance on what does and does not work in the marketing of special events and the level of information needed to deliver a memorable experience.
Social implications
Highlights the importance of tailoring marketing materials for local events to the socioeconomic and demographic characteristics of the community audience.
Originality/value
Draws attention to the distinctive challenges of marketing special events.
Keywords
Citation
(2011), "Be there or be square: Marketing festivals and other special events", Strategic Direction, Vol. 27 No. 10, pp. 9-11. https://doi.org/10.1108/02580541111171193
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited