Online from: 2011
Information: About this Collection
|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.|
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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