Creative Brief
Client: Cultural Olympiad
Context:
The cultural
Olympiad began in 2008, and has been running for 4 years in preparation for the
finale festival, which is being held during the Olympic games in 2012.
It is a
celebration of arts, music, film and dance from across the globe that are being
brought together in the UK for a large festival. They have different events
that include food, fashion, art, music, literature, dance, theatre or films.
From 2008 it has been inspiring people creatively, mainly focusing on the
younger generation. They have Radio 1 involved with the festival in there
‘Radio 1’s Hackney Weekend 2012’
It is an
alternative to the sports Olympics. The tickets range in price depending on
what you want to see. Some of them are free while others can cost £26.50.
Product Profile
Its’ purpose is to
be an alternative to the Olympic games. It also wishes to bring other cultures
together in one place to see the different ways each culture perceives each
artistic form.
The aims of the
Olympiad are to showcase different talented people and also show different
cultures, bringing them together. It also brings different British cultures
together.
The brand is relatively unknown is because no
one seems to have tried to market it well, they seem to have just hoped that
someone will stumble across it. There have been a few articles about this event
however there has been no advertising, no billboards or TV advertisements to
let the masses know about the festival.
SWOT Analysis
Strengths
It has the potential to come across as a great festival. It
is aimed at people that aren’t interested in sports during the Olympic months.
It looks to be a fun event. It brings other cultures together for what is
essentially a giant party. It showcases talents.
Weaknesses
There isn’t much information about the festivals and the
things that are undertaken. They have different sections on their website
however some of the links to other websites do not work. It hasn’t been
marketed well and as a result most people haven’t heard about that it’s been
happening over the last 4 years.
The activities could be seen as too upper class and
bordering on ‘arty farty’
Opportunities
There are opportunities to make this the next best thing for
people who aren’t interested in the sports Olympics. They have opportunities
for performers to showcase themselves, they could use YouTube to advertise,
this opens up online auditions to take part in the festival.
Threats
The threats are other festivals such as the Isle of Wight
Festival as they have marketed themselves well and they let their potential
customers of what they have to offer and who, celebrity wise, is involved.
The actual Olympics are also
another threat, as they will be running the same time as the Cultural Olympiad,
meaning that the Sports Olympics will possibly over shadow the Cultural
Olympiad.
Target Market
Falls into three different catagories:
The younger generation. Aiming towards 16-30 year olds. We
have chosen this target audience because we know that this target audience can
also make this event well known to the country and get people talking about it.
There are a lot of young aspiring people that would come to this event seeing
it as a possible opportunity to join in. From young up and coming artists,
fashion designers, directors, musicians and dancers it is perfect for the
younger generation to give them something they know and can look forward to and
join in with.
There will be lots of different famous faces in each of the
creative sectors. Joining Cultural Olympiad will be Leona Lewis, Plan B, Giles
Deacon, Florence and the machine, David Hockney and Box of Frogs. These artists
have many fans from across the globe that will want to join in on Cultural
Olympiad.
This festival will also be a family event that they can
attend and join in with. We know that there are younger families so that is why
we want to target 30 year olds and possibly higher but all families of all ages
will be targeted to join in.
Budget
There will be a budget of £10million to do
this creative brief.
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