Publicação
Marketing plan for eco utopia: a 100% renewable energy music festival
| Resumo: | This project presents a marketing plan for Eco Utopia, a 100% renewable energy-powered music festival conceptualized by Utopia, an innovative events company. The plan’s primary objective is to position Eco Utopia as a leader in sustainable entertainment, increasing its brand visibility while creating a meaningful environmental and social impact. Set in Portugal’s iconic White Sand Mountains, Eco Utopia combines cutting-edge music experiences with a commitment to eco-friendly practices, catering to the growing demand for sustainable festivals. To develop this marketing plan, a Pragmatic Research Philosophy was applied, supported by Action Research as the guiding methodology. A mixed-methods approach was used to gather both qualitative and quantitative data, a survey of potential attendees and interviews with organizers of leading eco-festivals such as Pohoda and Øyafestivalen. The findings revealed strong consumer interest in renewable energy initiatives, waste reduction, and transparent sustainability practices, alongside a willingness to pay a premium for ecoconscious experiences. The insights gained informed the development of marketing strategies and marketingmix tactics designed to increase awareness, create community engagement, and ensure longterm viability. By addressing key challenges, leveraging digital platforms, and forming strategic partnerships, this marketing plan provides a clear roadmap for achieving Eco Utopia’s objectives and establishing it as a leader in the global festival industry. |
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| Autores principais: | Delforge, Tanguy Jean A. |
| Assunto: | Marketing Plan Music Festival Sustainable Renewable Energy |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | This project presents a marketing plan for Eco Utopia, a 100% renewable energy-powered music festival conceptualized by Utopia, an innovative events company. The plan’s primary objective is to position Eco Utopia as a leader in sustainable entertainment, increasing its brand visibility while creating a meaningful environmental and social impact. Set in Portugal’s iconic White Sand Mountains, Eco Utopia combines cutting-edge music experiences with a commitment to eco-friendly practices, catering to the growing demand for sustainable festivals. To develop this marketing plan, a Pragmatic Research Philosophy was applied, supported by Action Research as the guiding methodology. A mixed-methods approach was used to gather both qualitative and quantitative data, a survey of potential attendees and interviews with organizers of leading eco-festivals such as Pohoda and Øyafestivalen. The findings revealed strong consumer interest in renewable energy initiatives, waste reduction, and transparent sustainability practices, alongside a willingness to pay a premium for ecoconscious experiences. The insights gained informed the development of marketing strategies and marketingmix tactics designed to increase awareness, create community engagement, and ensure longterm viability. By addressing key challenges, leveraging digital platforms, and forming strategic partnerships, this marketing plan provides a clear roadmap for achieving Eco Utopia’s objectives and establishing it as a leader in the global festival industry. |
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