TMH – pitching for WOMAD 2010
Subject area Integrated marketing communication (IMC), communication strategy, media strategy, budgeting and usage of metrics in measuring communication performance. Study level/applicability Undergraduate and postgraduate marketing. Case overview The choice of a well-planned IMC strategy becomes crucial for the successful launch of an event. This is a case study on how a brand management consultancy house, TMH, used IMC to launch a world music festival event in Abu Dhabi, United Arab Emirates, in 2009, registering a visitorship of five times their target, 89 percent satisfaction and a staggering 99 percent of the visitors planning to visit the festival also in 2010. Expected learning outcomes This case can be used to teach IMC, marketing communication strategy, media strategy and scheduling and budgeting. Supplementary materials A teaching note is available on request.