Page 107 - DMGT304_EVENT_MANAGEMENT

Event Management

Notes excitement by also recalling the Lancer’s previous successes in rallies. The strategy includes
creating the launch environment (redressing the showroom), creating media and public
driving events and publicizing the car through different media.
Headline’s Role
Launching the Lancer Ex 2008

Changing the 25-year-old showroom by giving it a trendy sporty look and feel
Organizing media driving events and test drives
Organizing public driving events
Results
The PR campaign resulted in extensive media coverage
Questions:
1. Analyze the case and interpret it.
2. What do you infer from it?
3. Write down the case facts.

Source: http://www.headlineme.com/index.php?option=com_content&view=article&id=36:mit
subishi&catid=1:headline-pr-a-event-management&Itemid=1

Case Study Special Event Management and Event Marketing:
A Case Study of TKBL All Star 2011 in Turkey

Introduction
The event industry is one of the world's largest employers and contributes major positive
economic impact (Theocharis, 2008). The event is all about people-people coming together
to create, operate, and participate in an experience (Silvers, 2004). It is an activity that
gathers the target group in time and room, a meeting where a message is communicated
and happening is created (Eckerstein, 2002). The term event is used for describing different
activities designed for different purposes. These activities can be art, sports, tourism and
social activities, and can also be activities organized by giant organizers more professional
and more formal (Argan, 2007). According to Getz and Goldblatt, events are 'a unique
moment in time' and 'aside from everyday occurrences' (Berridge, 2007). Public or private,
commercial or charitable, celebratory or commemorative-events bring people together
to share an experience and produce a measurable outcome (Silvers, 2004).
Civic events, conventions, expositions, fairs and festivals, hallmark events, hospitality,
incentive travel, meetings and conferences, retail events, reunions, social life-cycle events,
sport events, and tourism are the examples of subfields of events (Goldblatt, 2005). Every
event has an organization behind it; managing activities, organizing funding, administering
staff and voluntary personnel, undertaking marketing and public relations, organizing
security, printing leaflets and tickets, hiring performers, arranging decorations, sorting
out parking and many other activities (Tassiopoulos, 2005). The way in which an
organization deals with events is known as event management. It may include the
organization's objectives for managing events, assigned roles and responsibilities,
ownership of tools and processes, critical success factors, standards, and event-handling
Contd....

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