Promotion Methods Development of Classical Music Festivals for Younger Audience

The main aim of this paper was to develop a set of methods for promoting classical music festivals for young audiences. As a result, in order to achieve this goal specific indicators were examined and defined. The methodology for site evaluation was developed. In the frame of this master thesis several methods were used for analyzing the existing issue. Best practices analysis was used to analyze the approaches used by foreign organizations to promote classical music festivals for young audience. A number of interviews with experts was conducted as well. As a result a list of most effective promotion methods was developed. An online survey was also conducted to identify key segments and their specific expectations and needs. The main contribution of this master thesis is a developed set of recommendations, which can help companies to develop an optimal strategy of classical music festivals promotion: identifying communication channels and basic ways of interacting with key segments of young audience.