PUERTO STREET ART MARKETING PLAN

7/24/2014

Puerto Street Art-2014

Marketing Plan | Alis Vasilyovska;Reni Zareva;Diana Tuechka;Hrisi Hristozova;Magdalena Traykova

PUERTO STREET ART2014 1. WHAT IS STREET ART? Street art is visual art created in public locations, usually unsanctioned artwork executed outside of the context of traditional art venues. The term gained popularity during the graffiti art boom of the early 1980s and continues to be applied to subsequent incarnations.

2. THE PROJECT PUERTO STREET ART IS ...

Five artists of international recognition, the Frenchman 3ttman, El NiĂąo de las Pinturas - a native of Granada Victor Pacheco (KOB) the Portuguese, the Belgian - ROA and VĂ­ctor Ash from Denmark, participate from May 4 to May 12 in the foundation of a museum of outdoor art which takes place in Puerto de la Cruz - inside the circuits of urban art. That is the first installment in a series of five walls, the next installment will be completed in

September 2014, during the development of another emblematic cultural project of the town, the International Festival of Literature for Trips and Adventures.

3. WHO ARE WE AND WHAT ARE OUR GOALS? We are students on work experience in Puerto de la Cruz and are working on a project about 'The Murals'.

Our main goal is to transform these into a new tourist attraction. The main aim of the team is to create a plan, which will help to spread and popularise Puerto Street Art.

4. OUR SHORT-TERM TASKS ARE...  to search information about the product and its spreading in other countries.  to find each painting and take photos of it  to create flyers and brochures  to take an interview with one of the artists, who has taken part in the project  to create website and facebook page so to popularise the Street Art easier among people

 to make booklet and virtual tour with the addresses of the murals  to create a map and a couple of easy routes between the paintings  to make contact with other projects like our

5. OUR LONG-TERMS TASK ARE...    

to popularise the Street Art in Puerto de la Cruz to uses names of the artist to spread Puerto Street Art to find co-operators to transform Puerto Street Art into a tourist attraction

6. SWOT ANALYSIS        

Strengths

Weaknesses

interesting for the youths convenience location protected by the town hall no competitors in the region

 expensive materials  not enough funds for sponsorship  limited number of places where murals can be painted

Opportunities

Threats

new and unpopular idea great possibilities for development modern methods of advertising unusual kind of art

 not easy for selling  unpopular among people

7. CUSTOMER ANALISYS Our potential clients are tourists who are mostly interested in experience and actions. A large number of them are between the ages of 15 and 35, with all kinds of interests, communicative skills, who are searching for entertainment. Most of them are students, single, employees with small to medium incomes.

For them the sun, sea, and the beach are the most important thing for an unforgettable vacation. It's essential for them to have fun and to take advantage of everything: to take part in different events, do sports and to relish the carelessness.

These kinds of tourists want to escape from the grim reality and to have opportunities for relaxation and amusement. They enjoy spending time in the open air, visiting parks and untraditional attractions.

They often use tourist agencies for the organisation of their holidays. Acquaintanceship, leisure time and unusual attractions are crucial for them.

8. CO-OPERATORS      

Victor Pacheco Victor Ash 3ttman Berlin Street Art Town Hall of Puerto de la Cruz Temis College Europe

9. MACRO FACTORS 1) Economic factors The economy in Puerto de la Cruz is developing very fast. The number of unemployment is going down, whereas the number of the employed people is rapidly growing. The most developing industry nowadays in Puerto de la Cruz is the field of tourism.

More and more people are visiting Tenerife for different reasons – some come here to work for, but most of the people are here on vacation.

2) Political factors The painting of the murals on building walls is a strict and highly monitored process. All of the houses which are painted with picturesque images are traditional Spanish houses and are under the protection of the UNESCO. Therefore, street art is not allowed everywhere – only on a select few places in the town.

3) Social factors People in Puerto de la Cruz are very religious and are motivated to keep the traditions alive. Most of the people are Catholics and for them all religious customs and celebrations are essential. The locals, especially the elderly, are traditionalists and are rarely open to new and modern ideas. That is why street art is not yet that accepted as it is expected to be.

4) Geographical factors Puerto de la Cruz is renown for its warm climate throughout the whole year. It is frequented by tourists during the summer as well as the winter months due to its mild climate. Puerto de la Cruz is particularly popular over the Christmas and the New Year periods. The summer months gain more Spanish tourists because, not only, is Puerto de la Cruz on the coast of the Atlantic Ocean, but also because the conditions on the Spanish mainland can be excessively hot.

5) Technological factors Street art is a relatively new kind of art, which uses modern styles and techniques in the making of the murals. Therefore, the artists need extra funding in order to create such paintings.

10. Marketing mix 12.1 Advertising policy As the main aim of Puerto Street Art 2014 is to popularise the murals, we are counting on a wide array of advertising methods in both languages – English and Spanish, such as:            

Web sites Facebook page Brochures Flyers Booklet Youtube channel Meeting with the artists Cooperation with Berlin Street Art Organized tours for tourists from hotels Live painting performances Workshops with the artists Co-operation with Berlin Street Art and organizing events together(exhibitions)  Organising a festival of street art, sponsored

by MTN94, which gathers different artists

from all over the world to make some new murals in Puerto de la Cruz  Promotional materials with the murals  Virtual painting classes  Free lessons with the artists