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http://cdr.uum.edu.my/jspui/handle/123456789/132| Title: | Planning A Successful Promotional Campaign: Lessons from George Town Festival |
| Authors: | Mohd Ghazali, Raslinda Abooali, Gelareh Kasim, Azilah |
| Keywords: | Event Administration and Coordination;Event Marketing;Event Project Management;Event Sponsorship and Fundraising |
| Issue Date: | 2021 |
| Abstract: | The case highlighted the success story of Joe Sidek Production (JSP) in managing George Town Festival from 2010 to 2018. One of the major strengths of George Town Festival (GTF) managed by Mr. Sidek was the great promotional campaign that kept improving each year. He normally started the process by assessing the market and competitors, followed by setting appropriate objectives and developing a promotional message that focus more on storytelling. The rational of this approach was to use the stories about the place, character, and message. Given that the main aim of GTF is to celebrate the listing of George Town as a UNESCO World Heritage Site, there are many unique stories can be manipulated in attracting audiences. |
| URI: | http://cdr.uum.edu.my/jspui/handle/123456789/132 |
| Payment Link: | http://epay.uum.edu.my/go.php?billcode=CDRCASE&productid=TC197-1 |
| Appears in Collections: | Cases in CDR |
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