Recycl’Art: Relaunching an Arts Festival

Description

Recycl’Art: Relaunching an Arts Festival: Abstract

The Recycl’Art Festival was first launched in 2004 in the town of Montpellier, Quebec, and was held there until 2011, when it was decided to move it to Gatineau to attract a wider public. The challenge was to secure the necessary funding to finalize the choice of location, plan the artistic activities, and come up with a catchy slogan.

Teaching objectives

Students must develop a marketing vision, or for more advanced students, a comprehensive marketing plan complete with a slogan and activities. They may work and present their proposal in groups.

Concepts and theories related to the case

• Target market
• Advertising
• Promotional campaign
• Slogan

Additional information

Also available in French.

Teaching notes are available for teachers only. Contact the HEC Montréal Case Centre for more information.