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Emerging Markets Case Studies Collection
ISSN: 2045-0621
Online from: 2011
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TMH – pitching for WOMAD 2010
| Title: | TMH – pitching for WOMAD 2010 |
|---|---|
| Author(s): | Prakash Vel (Assistant Professor in the University of Wollongong in Dubai, Dubai, United Arab Emirates) |
| Citation: | Prakash Vel, "TMH – pitching for WOMAD 2010", Emerald Emerging Markets Case Studies Collection, (2011) |
| Keywords: | Budgets, Communication management, Marketing communications, United Arab Emirates |
| Article type: | Case study |
| DOI: | 10.1108/20450621111110375 (Permanent URL) |
| Publisher: | Emerald Group Publishing Limited |
| Acknowledgements: | Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality. |
| 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. |
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