Brand Communication Of Arts Festivals

Culture and art is a measure of the overall competitiveness of theadvanced countries. From a global perspective, the festivals havebecome a combination of the highlights of the culture and economy;the city managers have paid more and more attention on festivals.However, with the development of the city and the progress oftechnology, the argument of whether arts festivals valuable to thehost cities has been increasingly discussed. As we all known, thepresence of the arts festivals was due to a deep-seated needs bypeople, but the reality of commercial needs make the arts festivals arole to marketing the city to the world. Nowadays arts festivals havebeen only considered the potential of the tourism industry. There aremore and more arts festivals and very few of the excellent brand,gradually deviated from the wonderful original intention and desire.Therefore the branding of arts festivals have encountered with manydifficulties. One way to solve this problem is to strengthen the brandcommunication of arts festivals.The essence of brand communication is a two-way interactiveresource integration and demand exchange. Led by the MICEE field,arts festivals are public service; they make great impact on creatingopportunities for sustainable development by globalization resource integration, together with the city to be accepted by the world. Thispathway may be summed up as the ISC model that can beunderstood by integrated sustainability communication.Under the historical context, the paper analyzed the personalitycharacteristics and organizational operations of urban arts festivals,and chose the Edinburgh Festival as a case study. The ISC modelthat developed by Dentsu shows, in order to increase thecommunication between the city and its arts festivals, we should putmore attention on five parts: people-oriented, balancing therelationship between the pursuit of arts and the commercial interests,audience communication on spot, integrated communication tools,and the values on urban public services brands.