As the organisers of Adelaide Fringe event proposing is to be the sponsor of the world's second-largest annual art festival. Adelaide Fringe festival is held in the South Australian capital and features more than 7000 artists around the world. It has been recognized as internationally renowned and the best open access art festival.
This time the Adelaide Fringe festival is coming up with an Island location which is Kangaroo Island for the Adelaide Fringe show. It will allow the residents of Kangaroo Island to attend and bring support for the event. The proposal is to have a greater business event in terms of attendee profile, brand positioning, and key success for the festival and its sponsor. Despite dealing with the situation of COVID-19; it has been ensured that the event will not face any negative consequences but will be integrated with greater support and event brand coverage.
As per the previous year's annual review of the year 2020 despite being heated by the challenge of COVID-19 the festival came out to be a huge success. They recorded the 8% increase in the profit as compared to 2019. This is the highlight of the Adelaide Fringe festival that no matter what no matter how hard the situation hit but the festival and its popularity have always managed to increase their revenue with each passing year. Therefore, the invitation to Sealink will still ensure to provide a great sponsoring opportunity with a diverse perspective and create a profit. The destinations, the tourism industry has always been fond of Adelaide Fringe festival the attendees and the environmental impact has always be accounted for positive.
As per the fact in the figure of the event then there was a 2.8% increase in the visitors and that came to 1,54,442 visitors. The number of attendees has increased by 6% as compared to 2019 which is estimated at 3.5 million (Adelaide Fringe, 2020). The major fact is Covid 19 situation has social distance each person in their mindset and despite this big situation Adelaide Fringe festival does not have even a pinch of negative impact or any kind of decrease or diminish in their event. Also, the possible cheaper travel cost plans have been initiated to ensure that Kangaroo Island and its residents will be able to attend and maintain their mainland. The kind of sponsorship package will also involve potential media companies with collaborations to the host destination, tourism industry.
Attendee profile considering the geographic will be the people from Kangaroo Island and to the nearby island. Demography will be more than 6000 artists and 300 delegates from 27 countries and more than 500 venue spaces. The target audience will be Australian interested in the art festival and are having a huge box office revenue to be invested.
The tourism industry and this festival is going for destination planning and attracting tourists as well. Not just the attendees will be from Kangaroo Island or the other islands but also a lot of tourist attractions will be observed at the festival. Event brand positioning will be done to a larger label and to the greater audience which will not be specified to any specific location. The destination marketing or branding strategy will be planned as per the event portfolio strategy and will be shared only on the basis that it fits the ceilings and festival criteria. Each and everything used in the festival will be a catalyst for urban renewal and will increase on infrastructure and tourism providing the brand logo and brand marketing techniques for the Sealink.
The key success factors that will be given to Sealink would be a greater brand and media coverage to the audience of more than 1,50,000 approximately (Higgins-Desbiolles, 2018). No impact of COVID-19 will be observed. The tickets sold number would be above eight lakhs. 7000 and the above-featured artist will be taking participants to improve on the Adelaide Fringe festival showcasing and it's enjoyability. The value proposition will be there in terms of creativity, collaboration, adaptation, passionate and persistent outcome. The overall experience associated with the feeling of the name of the festival will be a sense of freedom in terms of expression, movement in thought. Also, Sealink will be recognized with the worlds second showcasing commercial and community benefits.
General sponsorship terms and conditions of the Sealink company will be followed. No cash sponsorship is expected (Sealink, n.a.). A travel voucher will be provided with dates attached to it. All the application will be done at least four weeks prior to the sponsorship agreement will be delivered for sponsorship will be guaranteed. Attached are sone images for referral.
Adelaide Fringe., (2020). 2020 Annual Review. https://adelaidefringe.com.au/2020-annual-review.
Higgins-Desbiolles, F. (2018). Event tourism and event imposition: A critical case study from Kangaroo Island, South Australia. Tourism Management, 64, 73-86.
Sealink., (n.a.). General Sponsorship Application. Kangaroo Island. https://www.sealink.com.au/about-sealink/community-support/general-sponsorship-application/.
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