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Advisor(s)
Abstract(s)
A Comunicação Integrada de Marketing (CIM) consiste num processo que, aliado à gestão da marca, recorre ao uso de vários canais de comunicação, a fim de alcançar objetivos estrategicamente definidos, construir e fortalecer a imagem e identidade da marca e criar valor para a mesma. O presente plano de CIM foi desenvolvido com o objetivo de aumentar a notoriedade do festival Atlantis Concert for Earth (ACFE) junto de pessoas residentes em Portugal Continental, bem como melhorar a sua comunicação nas redes sociais. O Atlantis Concert for Earth é um festival de música cuja primeira edição decorreu em julho de 2022, na Ilha de São Miguel, nos Açores. Além da música, o principal objetivo do festival é alertar as pessoas em relação às alterações climáticas e apresentar propostas que visem a solução da problemática ambiental. Para a elaboração do projeto, foi adotada a estratégia de Action-Research, tendo sido recolhidos dados secundários, relacionados com o setor e toda a sua envolvente externa, e dados primários, através de entrevistas semi-estruturadas realizadas a um dos organizadores do evento, a pessoas que tenham frequentado a primeira edição do festival e a pessoas que nunca tenham ido ao ACFE, mas que tenham o hábito de frequentar festivais de música. Por se tratar de um festival muito recente e que, até ao momento, contou com apenas uma edição, pretende-se com este projeto fornecer orientações práticas, através da proposta de ações, que motivem a otimização da comunicação do festival, levando ao aumento da sua notoriedade.
Integrated Marketing Communication (IMC) is a process that, coupled with brand management, leverages various available communication channels to achieve strategically defined objectives, build and strengthen the brand's image and identity, and create value for it. The current IMC plan has been developed with the aim of increasing the awareness of the Atlantis Concert for Earth (ACFE) festival among residents of mainland Portugal, as well as enhancing its social media communication. The Atlantis Concert for Earth is a music festival whose first edition occurred in July 2022 at the Lagoa das Sete Cidades on the island of São Miguel in the Azores. In addition to music, the festival's main objective is to raise awareness about climate change and present proposals to address environmental issues. For the project's development, an Action-Research strategy was adopted, involving the collection of secondary data related to the sector and its external environment, as well as primary data through semi-structured interviews conducted with one of the event organizers, individuals who attended the festival's first edition and individuals who have never been to ACFE but are accustomed to attending music festivals. Given that this is a very recent festival and has had only one edition so far, this project aims to provide practical guidance through proposed actions that encourage optimizing the festival's communication, leading to increased visibility.
Integrated Marketing Communication (IMC) is a process that, coupled with brand management, leverages various available communication channels to achieve strategically defined objectives, build and strengthen the brand's image and identity, and create value for it. The current IMC plan has been developed with the aim of increasing the awareness of the Atlantis Concert for Earth (ACFE) festival among residents of mainland Portugal, as well as enhancing its social media communication. The Atlantis Concert for Earth is a music festival whose first edition occurred in July 2022 at the Lagoa das Sete Cidades on the island of São Miguel in the Azores. In addition to music, the festival's main objective is to raise awareness about climate change and present proposals to address environmental issues. For the project's development, an Action-Research strategy was adopted, involving the collection of secondary data related to the sector and its external environment, as well as primary data through semi-structured interviews conducted with one of the event organizers, individuals who attended the festival's first edition and individuals who have never been to ACFE but are accustomed to attending music festivals. Given that this is a very recent festival and has had only one edition so far, this project aims to provide practical guidance through proposed actions that encourage optimizing the festival's communication, leading to increased visibility.
Description
Mestrado Bolonha em Marketing
Keywords
Comunicação Integrada de Marketing Plano de Comunicação Integrada de Marketing Festivais de Música Comunicação de Festivais de Música Integrated Marketing Communication Integrated Marketing Communication Plan Music Festivals Communication of Music Festivals
Pedagogical Context
Citation
Fins, Maria Helena Alves de Gusmão (2023). “Plano de comunicação integrada de marketing para o Festival Atlantis Concert for Earth”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão