Creative Brief

Client: Versatile Visions

Context:

The Cultural Olympiad was founded by a French Baron in 1984, and was originated from ancient Greece. It reflects other cultures such as China and First Nations.

Product Profile:

This on-going ‘event’ was instigated to be part of the 2012 Olympic Festival and has already been happening across the country in various locations for the past 4 years.  The culmination will take place between 6 June and 29 September and feature up to 800 individual events ranging from dance to art and filmmaking. It is supposed to be the creative more art side of the Olympics so that people who are not so interested in sports have something to relate the Olympics to.

Target Market:

The cultural Olympiad is an ongoing four-year event covering all forms of art, music, design, dance etc. It’s targeted demographic is mainly ‘young people’ but also would capture the interest of others interested in the genre of art. 

As it is the cultural Olympiad it’s trying to draw in people from all different cultures, nationalities and all types of people. You will find all sorts of people in universities and colleges as people come from all over the world to study in the UK. The fact that the events aim is to inspire young people, targeting and marketing to colleges and universities is perfect for advertising the event.

There will always be different social groups, especially in educational environments as students are studying a mixture of subject so tend to fall into that subjects social group. The cultural Olympiad offers a range of subjects such as art, libraries, music, film, outdoors and events and so on. So you need to appeal to each category and tailor the marketing/advertising to each cultural group.

The most likely range of people to attend these events will be art and creative students which is what they are interested in. 

Creative Requirements:

A well thought through campaign, making specific use of different medias relevant to the target audience.

The overall feel must be stylish, unique, and eye-catching, and designed to make the consumer feel privileged to be involved with such an event.

Budget:

Budget TBC.