Innovative Marketing, Management and Funding Strategies in Practice for Event Organisers

A common problem of local festivals and events is that they are not promoted well enough to attract a massive number of visitors from the border region. Festivals usually target the local or micro regional communities, in a few exceptional cases larger regional or national crowds. In general we can state that the festival and event organisers plan basically no cross-border marketing activities. (Certainly there are a very few exceptions). By the establishment of cross-border cross-marketing activities - besides the increased number of visitors - partnering regions could also benefit from the richness of cultural programmes and a larger selection of events they would be able to provide. A more vivid festival life of the Programme area could contribute to the strengthening of the friendship between the two nations and also be a catalyst of economic development as well.

Our starting thought come from a phrase which may sound a cliché to many of us, but still, it carries wisdom and truth that we must accept: “Give a man a fish; you have fed him for today. Teach a man to fish; and you have fed him for a lifetime."

There are dozens of cultural, sport and other festival programmes that are financed from various EU funding sources but once the finances are not secured this way, the continuation of the events, their sustainability becomes questionable. In order to create a border area that provides a great variety of cultural programmes, we needed to free and multiply those resources which served this objective the best: creative minds, organising skills, regional and cross-border networks.

Cross marketing techniques appeared to be extremely useful tools for festival and event organisers of the region, enabling them to multiply their efforts in managing traditional events or organising new cultural programmes. In order to learn more about the topic and to enable our target group to capitalise on their studies, the Consortium elaborated a training programme and organised workshops for experts and other stakeholders involved in this area. Cross-border networks were created and pilot events were organised and held. Match-making workshops for festivals and cultural events took place all around the Programme Area.

In order to reach our goals, we carried out the following activities:

· Development of a marketing guideline with a special focus on cross-marketing techniques.

· A marketing course dedicated to festival and event organisers, and other important operative personnel from the Programme area.

· Development of an image booklet.

· Harmonising sub-regional and local brands.

· Website development and operation.

· Preparation of maps, brochures, promotional materials/objects.

· Organising pilot events (festivals, performances, theatrical tours, concerts, exhibitions, art workshops, charity events, sports championships etc.).

· Organising conferences and workshops.

· Communication- and media actions.

· Establishing networks among local media providers acting in public interest to advertise the programme area through its natural, historical, cultural and other features.

· A bilingual closing conference for event organisers.

By the end of the project, 50 people received training on festival and event marketing issues. As it was expected as a bottom-up initiation deriving from the activities of our project, networks were formulated along different topics. Pilot festivals were organised on both sides of the border.

Rövid cím
Cross Marketing Across Borders
Rövid leírás
The main objective of the project is to enable local festival and event organisers to broaden their marketing activities, thus attracting more guests; to establish economically and culturally fruitful co-operations across the borders; to create a “festiva
Referencia kód
HUHR/1101/1.2.4/0002
Támogatási forrás
Hungary-Croatia Cross-border Co-operation Programme
Időtartam
Kezdés: 2013-03-01
Vége: 2014-02-28
Teljes költségvetés
EUR 218,784.76
Projekt honlap
not available
Partnerek
University of Pannonia (HU), Regional Development Agency of Slavonia and Baranja Ltd. for International and Regional Cooperation (HR)
Ügyfél
University of Pannonia

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