KAVI Film Series: A Marketing Strategy in Joensuu

Abstract

The KAVI film series in Joensuu has occurred since 1975. It is a film seasonal event where films from the Finnish archives are shown every spring and autumn. The one from Joensuu is organized by the North Karelia Film Association. Most of the attendees are Finnish, and the marketing is done in the Finnish language. The organization has mentioned that they would like a more international audience. The purpose of this thesis is, therefore, to provide a marketing strategy to attract international individuals to this event. The overall desired result is for audiences to grow internationally so they could bring more revenue. The marketing implemented would be in English to appeal to different countries. With this, the KAVI film series is bound to expand its attendant base and flourish as a well-known event.