Big idea

Our Core Idea
Reviving the theatre culture through comedy shows

Our Vision 

To shape an exciting and exploring annual tradition in town,
that will lead to an increasing knowledge and appreciation for the culture and art.

Our Values
Passion. Collaboration. Exploration.

Our Offer
Motivated by our artistic heritage and encouraged by the potential of the theatre to perform,
we focus on reviving and expending the theatre’s network by promoting 

collaboration and creating opportunities.

Our Personality
Innovative, Significant, Connected and National.

Our Positioning
The essence of the festival puts us on the spotlight because
it involves a sense of national feeling mixed by the local uniqueness.

Target groups

Who is your target market?

Our target market is vast and varies taking into account the guests from many countries  around but we have shaped this diversity and vastness by structuring various groups to certain activities. We aim to target the community as a whole with our activities and we have narrowed it down by segmenting the community through demographics. 

The flexibility of our activities allows us to have such a vast target profile. The comedy shows that are from 7 countries every night attempt to target those people who are interested in theatre with main focus on comedy genre, including young comedy talents and actors that have a professional experience in this genre. In other words, there is no age targeted only values and attitudes related to comedy are important in this activity.

Whereas, for parties that aim to promote local bands and music activities in general, 

we shaped our target based on demographics mainly age. 

Youth varying from age 20 to 30 are our main focus with music activities.

The cultural activities aim to attract the sponsors, visitors and tourists. For example the activities that promote domestic economy try to attract sponsors for donating and helping on our domestic production.

Other cultural activities that involve ethnological culture, local gastronomy, and handicrafts aim to attract tourists and visitors because reviving these activities is the only way 

to promote the positive character of our city. 

SWOT analysis

This is my SWOT analysis for this project.

Strength

- Previous experience within the market
- A start-up project (new brand)
- Familiar and updated with socio-economic and cultural
  movements on my home town (host)
- Possibility of an outstanding outcome of the project because of the systematic 

  approach and the academic supervision

Weaknesses

- My location and communication
- Small team- big project
- First time festival
- Real nature (…and part of my Uni. project)
- My lack of presence during presentations

Opportunities

- A strong test with my future supposed market
- The opportunity of becoming an annual tradition
- Professional project for my portfolio
- It’s national vibe during 100th Anniversary of Independence

Threats

- Timing. A start-up programme without identity and big aspirations.
- Commercial vs. Academic
- Activities and other initiatives being held due to the 

  100th Anniversary of independence may lose the focus of our project
- Their position as a client and them trying to have influence on my work.
- Their limited budget depending on sponsors may cause a reduction on the 

   production of their communication material.