Creating a marketing communication campaign for the entertainment industry

Résumé du document

Sensation white is one of the world best dance event. For each party, around 40,000 people buy tickets and dance for 7 hours, listening to 10 famous DJs. The first party was held in 1999, and for the New Year 2008 celebration, they create a special party in Düsseldorf with a special program. According to NightLife there are around 52 clubs and 28 night bars in Düsseldorf, and the official website of Düsseldorf states that about 585,000 people live in Düsseldorf city, and people between 18 and 45y.o. are 235 000, so 45% of the population could be interested in this event. The county where Düsseldorf is located contains 5 to 6 millions people. The annual turnover of Big events in Germany is 500 millions euros.Each event has the same targeting but every event has a special type of music, which interest a different type of customers (in musical taste). Promoters target same type of people (Young, music fans, easy to move, affordable) but they target people through their musical taste. People who like Hardstyle will take part in the Qlimax event, etc…

Extraits

[...] The first party was in 1999, and for the New Year 2008 celebration, they create a special party in Düsseldorf with a special program. Market introduction According to NightLife there are around 52 clubs and 28 night bars in Düsseldorf, and the official website of Düsseldorf states about 585,000 people live in Düsseldorf city, and people between 18 and 45y.o. are so 45% of the population could be interested in this event. The county where Düsseldorf is contains 5 to 6 millions people, where the part of 18/45 is the same. The annual turnover of Big events in Germany is 500 millions euros. [...]

[...] Sensation white target also old consumers, who are also ready to follow the main event though states. Some travel companies propose special packages for each Sensation White events. We would target travel companies. Since the launch of Sensation White event, the promoter targets more and more people, because it becomes harder and harder to sell around 40,000 tickets which are expensive. The normal cost of a ticket is: 50/60 euros. You can also purchase a VIP Tickets for (including a special entrance, in a different area from other customers). [...]

[...] The aim is to boost the interest of people visiting the official website - Mass Mailing into young clubbers for official tickets selling launch Email young clubbers via Tillate.com database on the D-Day about the official ticket sale launch to boost sales on the first day. It's again a way to add information about the event and convince more and more people, and opinion leaders. - Public display and posters in strategic place Inform people leaving in Düsseldorf about a special event during New Year evening, a way of public relations and advertising. - Promotion into tickets selling agency with in stores promotional tools Target people who are not registered in database, and take tickets for another event. [...]

[...] The challenge is to sell 40,000 tickets 3 months before the event. In the live entertainment sector, trends are big events, with world DJ Superstars who sell album. For 10 year ago, this new trend encourage consumers to go to big events, more and more sophisticated with more and more star DJs. In the beginning Sensation targeted people positioning though music advantages, they invited lot of very good DJs and the Sensation white event was assimilated as a live concert. [...]

[...] - Special events during launch of Sensation White compilation in Düsseldorf In the end of November ID&T would launch the sensation white compilation CD, a special event will take place in Düsseldorf to promote the CD and the event. A showcase will take place in a famous music store with a special DJ, and in the night a special party with sensation DJs in a famous club. - Designing a radio Spot (45s) broadcasted in Id&T and others local and German radios ID&T would design a special radio spot, with sensation music and theme. [...]