Chapter 6

Entertainment and Festival Event Marketing

“The only people for me are the mad ones, the ones who are mad to live, mad to talk, mad to be saved, desirous of everything at the same time, the ones who never yawn or say a commonplace thing, but burn, burn, burn, like fabulous yellow roman candles exploding like spiders across the stars and in the middle you see the blue centerlight pop and everybody goes ‘Awww!’”

Jack Kerouac, novelist (1922–1969)

When you have completed this chapter, you will be able to

  • Assess the changing role of live entertainment and festivals in twenty-first-century consumer culture,
  • Design, select, coordinate, and evaluate the event marketing promotional mix for event marketing for entertainment and festivals,
  • Generate process and design for event marketing practice in the entertainment and festival sector, and
  • Develop new techniques for using e-marketing to effectively and efficiently reach this sector.

Festivals and Human Identity

Entertainments (e.g., theatrical productions, cultural events, and sporting events) and festivals (e.g., music, art, dance, and other) have a singular significance to the history of culture the world over. In this information-saturated age of the global village, it is easy to forget the essential role festivals played in the sharing of experience and the expression of values when the world was young. There is an important lesson to be learned by considering the past. It is not merely for idle curiosity that we should ...

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