Návrh marketingové komunikace hudebního festivalu

Abstract

This diploma thesis focuses on the development of a marketing communication strategy for the rock music festival Holba Rock na grilu. The theoretical part introduces the key concepts of marketing communication and addresses the specifics of communication in the context of cultural and music events. It also includes a description of the festival and the marketing environment in which it operates. The practical part is based on a combination of quantitative and qualitative research – specifically two questionnaire surveys targeting both current and potential festival visitors, as well as an in-depth interview with the festival’s marketing director. The findings served as a basis for proposing specific communication tools and strategic recommendations aimed at reaching the target audience, strengthening their relationship with the festival brand, and increasing overall attendance.