Yritys osana monikulttuurista ilmaisfestivaalia : case: FOREX Maailma kylässä -festivaalilla
Haapaniemi, Laura; Saloranta, Annika (2009)
Laurea-ammattikorkeakoulu
2009
All rights reserved
The permanent address of the publication is
https://urn.fi/URN:NBN:fi:amk-200904071898
https://urn.fi/URN:NBN:fi:amk-200904071898
Abstract
Company participates in a multicultural free festival : case: FOREX in World village festival
The main goal of this scholarly thesis was to arrange rewarding and successful part of the multicultural World village -festival which was organised 24.-25.5.2008 in Helsinki. The scholarly thesis was made as functional thesis. FOREX participated with MoneyGram brand. World village -festival is arranged by Kepa Ry and it is held every spring. World village -festival has tens of thousands of visitors every year.
The meaning of this scholarly thesis was to make MoneyGram a well-known brand and to increase awareness of the company’s services. In addition the goal of the festival was to create new customer relations, maintain old customer relations and to get more visibility for MoneyGram.
The theoretical framework of the scholarly thesis was the theory of multiculturalism, communications marketing and event arrangement. Nowadays multiculturalism is an international phenomenon. Finland is also getting more international all the time. The amount of foreigners living in Finland is bigger than ever and the increase is continuous. FOREX and MoneyGram wanted to show that they practice corporate social responsibility by taking part of multicultural free festival. Free festival was very efficient tool for communications marketing, because customers like to visit large public events to get something new and interesting from there. Arranging an event requires a lot of time and experts from different professional fields, because for example organizing a festival consists of many details. Event arrangement process is divided to planning-, execution- and after marketing phases.
The scholarly thesis shows what a multiphase project event arrangement is. World village -festival was arranged on a short notice so working with the event was challenging and educational. The event was successful regardless of the short arrangement time. After marketing was not done, because the companies did not see it important. The companies did not have a need for a written report of the festival. Any how scholarly thesis can be used as help for other event arrangements in the future.
The main goal of this scholarly thesis was to arrange rewarding and successful part of the multicultural World village -festival which was organised 24.-25.5.2008 in Helsinki. The scholarly thesis was made as functional thesis. FOREX participated with MoneyGram brand. World village -festival is arranged by Kepa Ry and it is held every spring. World village -festival has tens of thousands of visitors every year.
The meaning of this scholarly thesis was to make MoneyGram a well-known brand and to increase awareness of the company’s services. In addition the goal of the festival was to create new customer relations, maintain old customer relations and to get more visibility for MoneyGram.
The theoretical framework of the scholarly thesis was the theory of multiculturalism, communications marketing and event arrangement. Nowadays multiculturalism is an international phenomenon. Finland is also getting more international all the time. The amount of foreigners living in Finland is bigger than ever and the increase is continuous. FOREX and MoneyGram wanted to show that they practice corporate social responsibility by taking part of multicultural free festival. Free festival was very efficient tool for communications marketing, because customers like to visit large public events to get something new and interesting from there. Arranging an event requires a lot of time and experts from different professional fields, because for example organizing a festival consists of many details. Event arrangement process is divided to planning-, execution- and after marketing phases.
The scholarly thesis shows what a multiphase project event arrangement is. World village -festival was arranged on a short notice so working with the event was challenging and educational. The event was successful regardless of the short arrangement time. After marketing was not done, because the companies did not see it important. The companies did not have a need for a written report of the festival. Any how scholarly thesis can be used as help for other event arrangements in the future.