Creative Brief - Cultural Olympics

Creative Brief

Client:

Greater London Authority (GLA)

Context:

The Cultural Olympic Committee will be organising the festival in London trying to present eight hundred new and innovative events such as Bell Ringing and Classical Orchestras.  They will take advantage of London’s cultural heritage and effectively promote a strong visually appealing concept.

Since its launch the Cultural Olympiad has been scarcely known and the wide variety of performances have been the driving force to promote it, however the GLA feel it needs to be refreshed and needs a new way to promote the events.

Product Profile:

The Cultural Olympiad began when London was awarded the “Sporting Olympics” and is Eight hundred gripping events spread across a 4-week period and throughout the U.K. Certain events such as professional theatre performances will hold the “Cultural Olympiad Banner” and use it as a way of promoting their particular event.

“Innovative cultural acts”

“Classical Cultural acts”

“International cultural genius”

Target Market:

Our target audience will be very broad, we plan to get the Cultural Olympics to become an interest with people of all ages within the British community. This is our initial target group, but potentially it could go onto target people of different nationalities. We think it could potentially become as big as the Olympics as it will be running alongside, it could help to promote the Olympics and itself at the same time. By targeting a broad audience we think that it will become more of a known event, rather than just focusing on one age group.

Creative Requirements:

To create a fresh outlook on the Cultural Olympics and reinvent the style and views on the acts and performances, using outdoor advertising and the Internet.

Budget:

£10m (To include development, Design, Production, Planning and Media Costs)