Initiating an integrated marketing communications campaign at TMC: Using IMC to launch a world music festival event

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

In January 2009, ADACH (The Abu Dhabi Authority for Culture and Heritage) and WOMAD (World of Music, Arts and Dance) agreed to stage the first ever WOMAD event in the Middle East in April 2009 (WOMAD Abu Dhabi) and the contract for launching the festival was awarded to TMH (The Media House), Dubai.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Social implications

Provides strategic insights and practical thinking that can have a broader social impact.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2011), "Initiating an integrated marketing communications campaign at TMC: Using IMC to launch a world music festival event", Strategic Direction, Vol. 27 No. 4, pp. 9-11. https://doi.org/10.1108/02580541111115429