Analysis of an Event
The Global Village is one of the most large-scale events that take place on the territory of Dubai as well as globally. The uniqueness of this event lies in the fact that the organizers involve a lot of large countries in order to make the experience of visitors unusual. Moreover, the Global Village is likewise famous for its duration, because the event continues from November to April. Thus, studying this case from the point of view of marketing and organizational preparation can be a useful learning experience. A visit to the Global Village and an analysis of the advertising campaign of this event show that the organizers of the event were professional in terms of coherent content for all promotion products, compliance with the advertised components, level of preparation, and the level of cooperation with the media.
The Global Village is one of the most significant world events that is held annually. Organizers use all means of advertising in order to reach a potential audience. First of all, when promoting this event, the organizers used various types of social media in order to show the importance of the occurrence. In this regard, they used platforms such as Instagram, Facebook, YouTube, and Twitter to inform all customers about news and updates (Contact us, 2017). Social media began to publish reports about the next Global Village right after the end of the previous one. It is important to note that this decision was correct since this event can interest potential audiences at any time and the current social media allows people to understand that the event continues to develop.
Furthermore, organizers of the Global Village maintained contacts with journalists during the preparation for the event. The media received information from press releases that covered unique facts about the construction of pavilions and other types of preparation for the upcoming event (Press Releases, 2017). Nevertheless, unlike social media, news publications and television channels did not publish promotional articles and videos throughout the year. The bulk of messages began to appear in early October, which allowed organizers to notify citizens in advance and save resources (Holtham, 2017). At the same time, it is important to note that after the opening day of the exhibition, the organizers increased the frequency of messages on social media, because the Global Village continues for a long time. Moreover, cooperation with news services takes place even after the beginning of the event.
It is important to note that the content of advertising is controlled professionally in relation to attracting a potential audience. Despite the fact that the promotion of each resource was different in format, it contained the patterns that are necessary to remember for the audience. In the case of advertising the Global Village, the content always included a significant amount of information about the multinational and multicultural assembly of people, as well as a list of such essential features of the event as stunt performances and tastings of food of different peoples around the world (GlobalVillageAE, 2017). Thus, despite the various visual tools, the content of the marketing was unified for all viewers.
Sense of Place
As for the location of the Global Village that was chosen for the construction of hangars and invitation of visitors, this is one of the most successful places from all points of view. First of all, regarding the potential audience, they can reach their destination in two ways from Dubai, which is one of the largest cities in the country (Holtham, 2017). The trip by car can take about 20 minutes without taking traffic jams into account. At the same time, people who decide to use public transport, which is another affordable way to travel, will need a similar amount of time.
Concerning the atmosphere, it was carefully crafted for the audience. First of all, although the hangar for each country is decorated with unique items of the national heritage of each people, each of them creates a coherent picture of the festival. It allows the viewer to develop a holistic view of what is happening and not get a cognitive dissonance in the attempt to link events with each other. Moreover, despite the international level of activity, the traditional culture of Dubai is preserved through the music that creates a unity with the culture of the country that host this exhibition.
It is important to note that various services were prepared to help visitors. First and foremost, the peculiarity of this event lies in the enormous distances that can intimidate the visitors (Season 22 site map, 2017). Nevertheless, the organizers have prepared accessible tablets, maps, and the help of specialized staff for all who are trying to find something or someone. Moreover, in addition to medical facilities and available staff assistance, the territory of the Global Village is equipped with a particular room for prayers. It allows people to come to the area of the event for the whole day and not leave it because of religious obligations that are important to many citizens of the country.
As for entertainment, this is one of the critical reasons for attending the Global Village. According to the information provided by the organizers, several thousand different events will take place during the exhibition (Press Releases, 2017). At the same time, it is important to note that all activities are divided into topics. For example, there are performances of stuntmen and festivals for women with children. Thus, various types of entertainment for all categories of potential visitors are key to the Global Village.
Access to the event was important to the organizers of the Global Village. In the course of research, some employees were interviewed about the number of visitors at different times of the day. It was discovered that there are peak hours at the beginning of each exhibition day and during its middle. At the same time, despite the significant number of guests, the event shows a high level of both security and accessibility that allows to keep queues short.
Speaking of signs, despite the content, each of them is designed in a similar style. As described above, each country’s pavilion has their own unique design and culture features in order to stand out during the exhibition. At the same time, each of the signs with names is placed at a similar level above the heads of visitors, which allows them to evaluate several pavilions and choose a route. Moreover, in the course of research, it was noted that there were no signs which were larger or smaller than others.
Concerning audiovisual art, it was used to the fullest extent to create entertainment for the audience. Visitors are constantly in the light of various lamps and searchlights that are used not only as attractions but to illuminate the hangars. Moreover, each country uses their own colorful national music that allows visitors to immerse themselves in the atmosphere of every nation not only through the kitchen and goods but also through hearing (Johnson et al., 2012). Thus, lighting and music accompaniment are an important part of the entertainment in the Global Village.
As for the price, it is reasonable for such a level of activity; one admission ticket costs only 15 AED. This amounts to approximately $4, which is an affordable cost for foreigners. As for local customers, people of all strata of society can afford such a visit, since this price is comparable to some of the daily expenses of any resident of Dubai. Thus, it cannot be overlooked that the cost of an entrance ticket is one of the advantages of this event; it is attractive for both foreigners and local residents.
In addition, it is important to note the combination of impressions from the commercials and the reality of this event. As already described above, the basis of the promotion campaign’s content was the statement that this is an international event that deserves everyone’s attention. Everyone can find something interesting in this place. During research, it was noted that some days were quieter and more boring than others. They attracted fewer visitors and did not match advertising completely. Nevertheless, all the announced activities and opportunities were implemented.
Pin and Gilmore’s Experience Parameters
As for the topicality of this event, the Global Village is created under the slogan that every visitor can discover a new country during every day of the exhibition visit. In this way, the concept of this exhibition suggests that a person should buy an entrance ticket for several subsequent days. Moreover, the program of this event is drawn up in accordance with a plan that offers various large-scale events several times a week during the entire period of the Global Village. Wherein, each part of the territory of this event is made in accordance with the expectations of visitors about a bright and unforgettable experience. Each client can see bright signs and lights near the entrance and between hangars. Furthermore, while studying the event, it was noted that the organizers of the event were ready to help all visitors. The staff of the Global Village provided the necessary assistance in finding specific places and offered support to people who were lost. Additionally, the entire area of the exhibition is filled with various copies of the cultural heritage landmarks of the participating countries, which created not only a holistic view of the event, but also a lot of memorable places for photographing. Lastly, the offer of national cuisine, goods, music, and other aspects of the culture of each country helped all visitors to be involved in the event through all five senses.
In conclusion, a Global Village is not only one of the most massive and lasting events that are held in Dubai, but also an example of a high level of marketing and organizational preparation. According to the research, the organizers of this event have supported not only the activity of their own social media, but cooperated with various mass media for promotion. Moreover, their advertising campaign shows a professional level of knowledge about the event since all features that were announced during the promotion period have been implemented. The preparation and organization of the event allowed visitors not only to get convenient access to unusual experiences but enjoy this trip due to the convenient location of the Global Village and other navigation features.