TMH – pitching for WOMAD 2010
Publication date: 1 January 2011
Abstract
Subject area
Integrated marketing communication (IMC), communication strategy, media strategy, budgeting and usage of metrics in measuring communication performance.
Study level/applicability
Undergraduate and postgraduate marketing.
Case overview
The choice of a well-planned IMC strategy becomes crucial for the successful launch of an event. This is a case study on how a brand management consultancy house, TMH, used IMC to launch a world music festival event in Abu Dhabi, United Arab Emirates, in 2009, registering a visitorship of five times their target, 89 percent satisfaction and a staggering 99 percent of the visitors planning to visit the festival also in 2010.
Expected learning outcomes
This case can be used to teach IMC, marketing communication strategy, media strategy and scheduling and budgeting.
Supplementary materials
A teaching note is available on request.
Keywords
Citation
Vel, P. (2011), "TMH – pitching for WOMAD 2010", , Vol. 1 No. 1. https://doi.org/10.1108/20450621111110375
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited