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Developing a Festival Promotion Strategy in Digital Environment

Student: Iuliia Geiman

Supervisor: Julia Trabskaya

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Experience Economy: Hospitality and Tourism Management (Master)

Year of Graduation: 2020

The purpose of this article is to develop a strategy for promoting film festivals on the Internet, depending on their status and specifics. For this purpose, based on the analysis of Internet resources, a database of 116 film festivals was compiled. The database contains information about the festival, its website, social networks and audiences. According to the results of the benchmarking, it was possible to identify the most successful film festivals with FIAPF status. Using the linear regression model, criteria for the analysis of sites and social networks of film festivals were formed. The analysis made it possible to identify the used and promising methods and tools of promotion. Using the case study method, the basic requirements for published content were formed. Based on the results obtained, promotion strategies were developed for film festivals of different status and specifics.

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