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International Youth Culture Center Live Show Marketing | GreatCase100

Through market research, International Youth Culture Center was seen as too formal and wanted to break traditional impressions and extend marketing beyond professional clients. It needed to target different audiences for various business formats in the complex.To address these challenges, International Youth Culture Center identified market hotspots and strong IPs in 2014, and found that live TV shows, specifically "Running Man Brothers", were the hottest trend. By combining the conference center's highlights and the show's popularity, we successfully implemented our event marketing plan. After the program aired, International Youth Culture Center became a city-wide hotspot, achieving our marketing and budget targets.

Details

Author:

Affiliation:

Hong Kong Polytechnic University

Year:

2023

Language:

Chinese

Publisher:

Hong Kong Polytechnic University

Timing:

0:03:33

Keywords

Remarks

- The accompanying PDF file includes background information, marketing strategy, outcomes and implications of the case study.
- The video also hosted in Youku https://v.youku.com/v_show/id_XNTk5OTA1NjM3Mg==.html
-This video is made by Dr. Pearl Lin's project, "Great Case of Marketing in the Hospitality and Tourism Industry." A special thanks to Wang Luowei, who provided information and insights for this video.