Planning and Implementation of Marketing Communications Campaign for Finnish Film Princess : Case: The European Union Film Festival 2010
Peltomaa, Aino-Maaria (2012)
Peltomaa, Aino-Maaria
HAAGA-HELIA ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201203263764
https://urn.fi/URN:NBN:fi:amk-201203263764
Tiivistelmä
The present thesis is a procedural case study commissioned by the Department of Press and Culture at the Embassy of Finland in Ottawa, Canada. The objective of the procedural part of the thesis was to plan and implement a marketing communications campaign for the movie Princess by Arto Halonen for its participation in the European Union Film Festival in Ottawa, Toronto and Vancouver. The thesis includes an evaluation of the effectiveness of the campaign in reaching the objectives set for it, namely trying out a new approach to promoting events and reaching new audiences.
Theories on marketing communications, public relations, sponsorship and publicity are presented with a special focus on the Internet and online marketing as they relate to the procedural part of the present study. The process of planning and implementing the marketing communications campaign is described from its beginning in August 2010 until the final evaluation in December 2010. The processes of selection of marketing channels, sponsorship acquisition and campaign material production are described and the campaign is evaluated on the basis of the author’s observations and a feedback survey carried out at the screening of Princess.
The study produced a successful marketing campaign, useful observations and insight as well as recommendations for future reference as to how similar promotional activities may be undertaken at the commissioning Embassy and other organizations with a limited marketing budget. The focal observations of the study include the current possibilities of online marketing and social media.
Theories on marketing communications, public relations, sponsorship and publicity are presented with a special focus on the Internet and online marketing as they relate to the procedural part of the present study. The process of planning and implementing the marketing communications campaign is described from its beginning in August 2010 until the final evaluation in December 2010. The processes of selection of marketing channels, sponsorship acquisition and campaign material production are described and the campaign is evaluated on the basis of the author’s observations and a feedback survey carried out at the screening of Princess.
The study produced a successful marketing campaign, useful observations and insight as well as recommendations for future reference as to how similar promotional activities may be undertaken at the commissioning Embassy and other organizations with a limited marketing budget. The focal observations of the study include the current possibilities of online marketing and social media.