We were given the problematic: How do you attract the target-group 18-35 year-olds to Hindsgavl Festival? In order to answer this question we used the innovation-model NABC as a tool to manage the design-process. By identifying the needs of the target group we were able to develop an approach that we feel benefits the festival and takes into consideration the competition of other similar cultural offers. Michael Eigtveds experience-model was used to establish a comprehensive knowledge of the existing concept. The investigation of the target-group was conducted in relation to Richard A. Petersen’s theory of the modern consumer as a cultural omnivore. To set this in specific relation to the Danish market, we used Jørn Langsteds investigation of Danish culture-consumerism. The project is made out of two symbiotic parts. The development of a new more target-group-friendly concept makes out the first part of our project, the second part is a presentation of a PR-event that we developed for the festival. The event is based on the concept of Michael Eigtveds Crossover-theory.
|Uddannelser||Performance-design, (Bachelor/kandidatuddannelse) Bachelor el. kandidat|
|Udgivelsesdato||29 maj 2013|
|Vejledere||Kristine Munkgård Pedersen|