Venue and Tour Management

Scholarly Research Paper from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, printed single-sided, grade: 2, London Metropolitan University, language: English, abstract: Jamie Cullum - LIVE at GMD is the live debut of Jamie Cullum in Graz, Austria. The event is envisioned as the exclusive highlight of the city s annual jazz festival, Jazz Sommer Graz. Simultaneously Jamie s new album, which will be released in early 2009, will be promoted. Through the cooperation with Jazz Sommer Graz, the show is supported by local government departments and media organizations enjoying a good and solid reputation. Upon success the ultimate goal is to maintain this collaboration, turning the one-off event into a regular feature of the festival s program with comparable artists performing in the future.The event demonstrates strengths regarding artist and fans, location and venue as well as funding and sponsoring. Weaknesses are formed by the capacity of suppliers and volunteers at the time of the event. Whilst threats include the current economic decline, consumer confidence levels, improved home entertainment systems and potential bad behaviour, opportunities are seen in low cost marketing and the promising cooperation with Jazz Sommer Graz. Due to the event s collaboration with Jazz Sommer Graz promotion will primarily take place on the same platforms, coordinated to match the festival s overall marketing approach. This encompasses clever and timely marketing utilizing internet, radio and the print media to convey the marketing message. The plan is developed to target maximum exposure at an inexpensive rate to help achieve the specified marketing objectives. These include booking out the venue by attracting 550 attendees, making 16.500 in ticket sales, getting six reviews in four regional newspapers and two magazines as well as obtaining the annual tie-in with Jazz Sommer Graz.