Cultural Olympiad - Task 3, Creative Brief

 CREATIVE BRIEF

Context:

In history, The London 2012 Cultural Olympiad, is the biggest celebration of the modern Olympic and Paralympic Movements. The festival takes place on the 21^st June to the 9^th September and is spread over 4 years. This particular celebration gives people a chance to be a part of The London 2012 Olympics and show their creativity and talent that may not be sport-based. Some of the activities available are dance, music, theatre, visual arts, film and digital innovation. Along with this, leading artists in all categories from all over the world will come together for the largest nationwide festival in the UK.

The event’s brand is “invisible” due to the lack of marketing to advertise it; this limits their audience, as the majority of people simply have not heard of the event. One example of this is the lack of Google searches it receives in a year; The London 2012 Cultural Olympiad is receiving about 350,000 searches over a 12-month period, where as the X-Factor is getting 500,000,000. This puts the public’s interest into perspective. Along with this, I think that the London 2012 Olympics take the “spotlight” from the festival.

Target Audience Statement:

The London 2012 Cultural Olympics’ target audience is very broad; meaning they are not concentrating on one particular age group. This has caused them to limit the people attending. The activities available are not for any particular age range, so it might not interest a net audience; consequently losing visitors. Along with this, the main festival, activities and attention are based in and around London; this alienates other parts of the UK and ultimately alienating a big chunk of their potential audience.

I believe the target audience for this event will be 18-25. I think this because this age bracket is young, fresh and open to trying new activities. Also, they will have finished most of their education; meaning they have more free time. I understand that some of these may be working, but this will also allow them free time unlike education. Along with this, they will also bring new talent and ideas to festival. Also, this age range will be more accessible with marketing as they will be more likely to be using the Internet, travelling, going to the cinema and reading – all these activities and places will be an opportunity for the organisers to advertise in.

Creative Requirements

A through-the-line campaign that has a high impact and will then target a broad audience to advertise The London 2012 Cultural Olympiad.

SWOT Analysis:

Strengths:

• Gets people involved with activities
• Finds new talent
• Gives people an opportunity to be a part of the 2012 Olympics
• Lets people do what they love
• Brings people together
• It’s free

Weaknesses:

• Lack of marketing
• Lack of advertising
• The main festival and activities is based in London
• Alienates other parts of the UK
• Not making profit
• The type of activities available
• Not interesting for young people

Opportunities:

• Marketing
• Advertising
• Concentrate on a target audience
• Bigger stars
• Broaden the activities and festival to other parts of the UK
• Appeal to a younger audience
• More activities

Threats:

• It will be discontinued
• Lose profit
• Waste money
• Losing audience