Edinburgh International Festival: Creative Event Proposal and Implementation

This report discusses the creative event proposal and implementation of Edinburgh International Festival, including critical review of relevant literature, market trends, event concept and design, promotion strategy, resource allocation, and pitch presentation.

Travel & Tourism

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Critical review of relevant literature...........................................................................................4
Creative event proposal...............................................................................................................5
Event project implementation ....................................................................................................7
Pitch and presentation of the report............................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Hospitality industry refers to the broad category of fields within the service industry
which includes lodging, event planning, food and drink service, theme parks, travel and tourism.
It includes tourism agencies, hotels, restaurant and bars. The aim of hospitality industry is to
provide enjoyable experiences to their customers whether it is from the food products, relaxing
in luxurious area and getting a proper rest like home. There are many businesses which fall into
this hospitality industry which includes hotels, motels, restaurants, resorts, them parks etc. In the
present report, an Edinburgh International festival is taken into consideration(Abubakar., 2016).
This is an annual festival of performing arts in Edinburgh, Scotland. This festival also hosts a
series of visual art exhibitions, talks and workshops. The present report will cover discussion
about creative events and entertainment industry market trends. In addition to this, the report will
cover analysis about event proposal aims and objectives and also about its concept and design.
Moreover, the report will also cover analysis about event hosting plan with support of GANTT
chart and its promotion strategy. The report also consist of resource allocation which includes
budgeting and also about pitch statement as well.
MAIN BODY
Critical review of relevant literature
Edinburgh international festival is an annual festival where top class performers of music,
theatre, opera and dance brings together from all over the world to perform. This festival also
host a series of visual arts, exhibitions, talks and workshops. This festival basically established
itself in the year of 1947 as world class cultural event in order to bring together all kinds of
artists and audiences around the world and over seventy years it has gone from strength to
strength. This festival started in this manner that there were eight theatre groups who are
uninvited to perform in this Edinburgh International festival. This is a kind of initiative that was
created to celebrate and also enrich the European cultural life in the wake of Second world war.
This festival was called as fringe festival because they have put their own productions outside
their regular programme. That's why these shows are known as the Fringe of the festival. The
aim of Edinburgh International Festival is to provide a platform for the flowering of human spirit
by bringing artists and people together from all over the world. The objective of Edinburgh

international festival is to develop Scotland's capital as a beacon of creative and intellectual
excellence for the new future that societies on the world wide basis must create.
Creative events and entertainment industry basically consists of events in the live
entertainment, creative,cultural, digital media and service sectors with global events held under
the pro light and sound brands as well(Becker., 2015). These events platforms basically
showcase about marketing and production of high tech musical instruments, sheet music and
accessories. They also display about state of the art technology and software for venues on
worldwide basis. There are certain market trends of creative and entertainment industry which
includes social video take off, cloud gaming goes mainstream, more streaming services come
out. In addition to this, podcasting becomes a mainstream medium and new sports sprout up. It
has been observed in the industry of entertainment and creative events that there are major use of
smart phones in order to save the operational cost.
In order to plan the event into effective manner event planners schedule their details in
their smart phones, tablets and take support of some technical apps. They key for running
business into successful manner is that they take support of event apps. In order to arrange event
into successful manner and to popularise the event, live streaming is the best option to attract
large number of customers. Social Ambassadors also play an important role in terms of
successful marketing so that event can create its positive image in the minds of customers so that
more number of people take participation into this event. When positive image has been created
into the market then it is easier to catch the attention of large number of people.
It has been analysed from the above mentioned event and from entertainment industry is
that they have to always come up with new ideas and trends so that they can attract large number
of audiences. It has been found out that their major objective is to provide an enjoyable
experience to their customers and also to promote the way of use of digital technologies in these
events(Brelik., 2018). These kind of events and festivals plays a very important role in terms of
new developments and provides a platform for presentation and knowledge. It is also a place
where new customer contacts and business ideas can be generated. It has been observed that
creative events and entertainment industry has to work very hard and in order to attract large
number of people they have to research the interests of people into deeper manner so that they
can exist themselves into the market for longer period of time.

It has been analysed from Edinburgh international festival that they have to create such
kind of image so that people don't hesitate themselves in terms of take part into this kind of
festival. They have to build such kind of brand image into the market that it looks like a flexible
and free nature in terms of every aspect. This kind of festival also become popular when they use
more technical aspect in terms of their working and procedure of executing any kind of task.
They can also take support of various kinds of apps and modules due to which the organisation
of event become more effective and to the point as well. It is this kind of industry which gives
people about unforgettable emotions and impressions as well. This creative and entertainment
industry are basically full of enthusiasm and unrealistic ideas as well due to which it attracts
attention of large number of people.
Creative event proposal
The event proposal is basically a festival named as Edinburgh International Festival
which has aim towards giving enjoyable and satisfactory experience to their customers. The aim
of Edinburgh International Festival is to provide a platform for the flowering of human spirit by
bringing artists and people together from all over the world. The objective of Edinburgh
international festival is to develop Scotland's capital as a beacon of creative and intellectual
excellence for the new future that societies on the world wide basis must create.
The concept behind this festival is that it is basically the greatest celebration of arts and
culture so they can promote the culture into positive manner. It welcomes an explosion of
creative energy from all over the world. This festival starts from the year of 1947 and it is still in
its infancy(Fang and Yin., 2015). They hadn't been invited to perform in the International
festival eight theatre groups came up to Edinburgh and put their own production outside the
regular programme. There are more performers who followed the initial example from over the
years and in the year of 1958 festival fringe society has formed. When event concept and design
becomes attractive then it is easier to pull attention of large number of people. When there is a
proper concept or story behind the festival then people take more interest in attending the festival
then people think that they get an opportunity to explore themselves and to learn something new
while attending this event. The design of festival is also important because it ensures that all the
elements of the event will combine in perfect manner and transmit into coherent manner.

When event has been designed into effective manner then it will reflect that its identity and brand
value can be transmitted into positive manner to all the attendees. In terms of concept and design
of Edinburgh International Festival, this event not only provides an opportunity to showcase their
talent but also attracts large number of customers due to its unique way of presentation and style.
The idea of this festival is to remit and enrich the culture of Scotland, Britain and Europe which
took form in the wake of Second world war. The cons of this kind of festival is that due to high
level of crowd it disturbed the environmental level of particular country or area.
For organising such type of event it needs lots of planning, strategies and organisational
skills as well so that event can be executed into the well mannered way. This kind of festival can
also be ruined due to weather conditions and the money which have been raised can't be involved
with proper justification(Law and et.al., 2015). When such kind of festival organised on a large
scale then there are more chances of mis happenings and threat of thief s on a very large scale.
There are also some negative people who want that this festival can't be organised into successful
manner. When such large level of festivals has been organised then it has been observed that
even if due to high security system there are some people who create hindrance in terms of
successfully organising such kind of event.

The target audience of this festival basically includes all kinds of people of all age group
and have target towards younger audience and also involve older audience as well(Losada and
et.al.,2016). The Edinburgh International Festival although majorly focused towards youngsters
because they are the people who take more interest in such kind of event. Youngsters also take
more initiative towards creating more ideas and invention in order to make the festival more
interesting and innovative as well. That's this age group of people more matters for such kind of
event or festival. These kind of audiences have been targeted so that the festival can provide
memorable experience to the target audience and can give enjoyable experience which lasts
forever in their lifetime. This festival has been celebrated in different venues like Quaker
meeting house, Bedlam theatre, Assembly rooms , Gordon Aikman Lecture theatre and St Giles
Cathedral.
The date for organising this particular festival in the upcoming week of five January. The
feasibility of this festival is that they have projected into successful manner because Edinburgh
International Festival has been organised with proper planning, strategies and also organised into
result oriented form(Paulino and et.al.,2021).This festival is definitely going to succeed because
there is higher probability of coming of large number of people in this festival. The reason
behind success of this festival is that there are lots of creative people who will give their creative
performances due to which they can catch the attention of people for longer period of time.

That's why the success rate of this festival is higher due to its strong brand image into the
market as well.
Event project implementation

Edinburgh International festival can be promoted through adopting certain strategies
which includes take support of certain social media platforms like Facebook, Instagram etc. The
festival can be promoted through short video ads, You tube and other technical apps which gives
facilities in terms of giving information about the particular festival. The festival can also be
promoted through partnering with local companies and sponsors and take strong support of
social media (Ranasinghe and et.al., 2020). Certain contest can be organised where winning
people can afford the tickets of that particular festival. For promoting this festival they can take
support of email marketing and also invest into quality marketing materials. In this way, festival
can be promoted into positive manner. For selling out tickets of this festival on large scale they
can create a competition of question answers where through telephonic ally they can answer the
questions an whoever gives the maximum correct answers then they will win the tickets of this
festival.
The resources can be allocated from various sources such as investors and sponsor who
can take initiative in terms of supporting this international festival into positive manner. The
budget can be set according to requirements of the festival and the set budget is around over
more than £ 200 million. The high budget has been set for such a large event because there are
lots of requirements and expenditures as well in order to full fill the satisfaction level of
customer. This budget majorly includes expenditure for location and operational cost as well. So
high amount of resources and budget has been required for organising the international festival
into successful manner.

Pitch and presentation of the report
The Edinburgh International festival has been introduced with a purpose of promoting the
culture of Scotland and bring people together to take part in this particular festival. The idea
behind organising this festival to encourage people to showcase their talent through music and
related instruments so that festival can give memorable experience to their customers. This
festival is unique because anyone can take part in this festival and there is no criteria to take
participation in this festival. Any age group people can showcase their talent in this international
festival(Stankov and et.al., 2020).The aim of Edinburgh international festival is to provide a
platform for the flowering of human spirit by bringing artists and people together from all over
the world. The objective of Edinburgh international festival is to develop Scotland's capital as a
beacon of creative and intellectual excellence for the new future that societies on the world wide
basis must create.
The purpose of organising this festival is to provide opportunity for creating new
contacts and also have a chance to create new idea and also discusses about the concept behind
this festival. The event has been designed with its unique nature and different colours so that it
will attract attention of large number of people (Xiang and et..al., 2015). The resources for
organising this event can be taken from various sources which be helpful in terms of successful
implementation. There are different kinds of sponsors and local partners which will support the
event in terms of financial spectrum. The budget has been set around over £ 200 million for this
international event so that it can meet out all the requirements and operational cost of the event.
Such a high budget has been set because there will be international participants and audience
who will join this international festival for creating new memories and experiences as well.
Edinburgh International festival is very creative and also an opportunity to earn on large
scale and profits can be earned if proper marketing has been done for this festival. For marketing
and communication of this festival it is necessary that to create a strong brand image into the
market so that more people can participate into it. When proper use of social media platforms has
been done then its easier for the festival to reach out every kind of people in the market and can
convey their core message of festival to these kind of customers.

CONCLUSION
The above stated report concludes that travel and tourism is very important for any
hospitality industry. Travel and tourism provides opportunity to explore new events and festivals
in order to gain new ideas and experiences as well. It has been concluded that for organising any
event or festival it is necessary to have proper aims and objectives as well. It has been
determined that for organising an event there is always a concept and design as well in order to
gain attention of large number of customers and audiences as well. It is important to have proper
resources and budget for organising an event so that it can fulfil all kinds of requirements as
well. That's why it is important to travel in order to explore different kinds of events and
festivals. Within the entertainment and creative event industry, it is necessary to do proper
research about customers and audiences interests as well so that they can attract large number of
customers and earn profits on large scale. It has been analysed from above report in these kind of
festivals it is necessary to do proper marketing and communication into effective manner so that
they can earn enough amount of money and profits as well. When people travel to different
places then they get opportunity for exploring such kind of creative events and festivals as well.

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