Event Management Case Study
Organized by Event Management Lab by ADandPRLAB led by partner instructor Athena Fradelou and ass. Prof. Betty Tsakarestou.
We are a group of seven students studying at Panteion University, Greece / Department of Communication, Media, and Culture. We are currently in the last semester of our bachelor’s studies.
In June 2021, our journey began with the module called “Event Management” which is a part of Branding, leadership, of ADandPRLAB in the field of Management Education. Our assistant Professor Dr. Betty Tsakarestou, a management expert, introduced us to the partner instructor, and Communication & P.R. Manager, Athena Fradelou.
In this course, Athena Fradelou, emphasized the demonstration of generic event management and organization skills and the integration of content methodologies including event management practices, through cooperative planning.
This 360 program taught us everything an event management professional needs to know, and our instructor even told us many professional tips for a memorable event. After the theoretic part of this module, it was the time for our final project.
Final Project
Our final project has started with the briefing:
“According to a survey by Euromonitor International, in 2019, Athens had rank position 43rd as a tourist destination in the world while the average length of stay of the incoming tourism in the summer months, is only 0.8 nights. The Department of Communication & Media & Culture organizes an e-Conference with the central theme “Athens Development Strategies for its emergence as a top travel destination in the world”.
Based on the above, we were invited to create content and present strategic actions and actions in order for the city to enhance its international reputation, taking into account the emergence of the following parameters:
Modern Culture, History-Tradition, Wine & Gastronomy, Sustainability, Shopping, Natural environment. We also had to create the following:
Communication Material Design, Target Audience Outline, Event Schedule-Speakers Marketing, Strategy / Communication and Communication Plan.
We were pretty stressed and afraid that we could not respond correctly and quickly to the event management challenges. But we have realized that instructor Athena Fradelou gave us the theoretical base for this project.
We had many student online meetings and have agreed that:
• Our campaign names are #weartathenes and #heartathens .
• We wanted to highlight Athens as a global destination, pointing at its special hidden gems that deserve to be captured in the camera lens, and introduced Athens as a top destination of ancient and modern art and heritage.
• Our main competitors are European ‘’Sea and Sun’’ cities like Dubrovnik, Croatia, Barcelona, Constantinople and Rome.
• The SWOT analysis showed that our main Strengths are culture, tradition and history, Weaknesses- lack of green spaces and high crime rate, Opportunities- lower bureaucracy and prices, and Threats - financial problems and big competition.
• Our event had four pillars, Culture (#wearehistory), Gastronomy (#wearetaste), Fashion (#wearefashion) and ecology — Green.
• Our Target Group was Travel photographers, travel bloggers, travel agencies, food bloggers, fashion bloggers and influencers. Like, travel bloggers Kiersten Rich, Melissa Hie and Chanel&Stevo.
• The event duration was planned to four days, from 24 to 27 September 2021.
• We chose Green Hotel to accommodate our guests and our first speech would be about sustainability in Athens and green tourism.
On the first day of the event, we planned a tour in the central parts of Athens (The Acropolis, Plaka — Anafiotika, Monastiraki, Psirri and Kononaki, technopolis, Zografou, Benaki Str and Koukaki areas) that were worth photographing, with photographer Panos Gekas, street art — urban neighborhoods — traditional neighborhoods — neoclassical buildings. We would discover the heart of Athens, the roads that connect the past with the future under the veil of art.
Our second tour was with the guidance of architect Kostas Poulopoulos, to discover Athens as an architectural and art destination. The architectural Athens destinations were The Athenian Trilogy — Academy, Rigas Feraios Statue, Theodoros Kolokotronis Statue, National Library, National Technical, University of Athens, “The Runner”, Zappeio Building, Mansion of the old parliament, the palace of Otto, Kallimarmaron, O.A.C.A and Stavros Niarchos Foundation.
On the second day we have planned three designers fashion shows (Vrettos Vrettakos, Vasilis Zoulias and Mary Katratzou), to highlight the Greek element would take place at the Lucabettus.
On the third day of the event, we were focused on culture. We planned a museum tour at Museum of Acropolis, Benakis Museum, National Gallery and modern Art Museum. In addition, art historian Thouli Mirsiloglou and actors would play in the museums, bringing history of Athens alive.
The fourth day of the event was dedicated to Athenian Riviera #Athensbythesea. Firstly our guests were planned to visit Mikrolimano, Kastella, Pasalimani, Marina Floisvou, Lake of Vouliagmeni, Averof Battleship and Temple of Poseidon, and secondly to have a launch at Ithaki restaurant and later a drink at Island Club. At the end of the event gifts (three Greek wines, an Athens guide and souvenirs) were to be given to all participants.
Our Marketing Communication adopted to convey messages about the event and about city of Athens, either directly or indirectly to tourists with the intention to persuade them to visit Athens. Our marketing communications mix was a set of tools that used to deliver a clear and consistent message to target audiences. Our communications mix included Twitter, Facebook, Instagram, Youtube, Blogs, web site, posters and a mobile phone application, using hashtags #weartathens, #heartathens, #wearehistorty, #weareart, #wearetaste, #wearegreen and #weareathens.
In order to continue working well under pressure at this point, we had to apply what we learned during the Crisis Management lectures, in this practical phase. This module is a good example on how to find solutions quickly without panicking and overcome problems.
After the completion of this module, we are able to:
1. Recall the categories of events, corporate, educational, social, branding and digital events. Compare, contrast and describe the key characteristics of each category.
2. Identify events examples and learn how to respond in difficult situations.
3. Recall sponsorship programs and strategic cooperation theory.
4. Explain the basic 5W principles of event management (why, what, who, when and where).
5. Use digital communication tools and understand the media and create press releases.
6. Explain how to attract entries, give an event brand name, SWOT analysis and create the marketing mix with the proper communication channels.
7. Research of information through many sources.
8. Through coursework, we worked successfully both independently and as a part of a team to find the idea, the objective and calculate the budget of the event.
Finally, we believe that this module helped us develop, and it was better and more fun than we all expected. Our mission sounded very difficult and stressful at first, but the partner helped us go through each phase smoothly. The Event Management Lab was enjoyable and well organized. All of our questions were being answered and the partners made us feel safe and guided. We would like to give special thanks the organizers of Crisis Management Lab by ADandPRLAB, ass. Prof. Betty Tsakarestou and partner instructor Athena Fradelou .-
Group inLovators — Event Management LAB
• Eleni Karadimou elena karadimou
• Koukouvinos Anargyros Anargyros Koukouvinos
• Dereki Aliki Aliki Dereki
• Pantziou Konstantina Konstantina Pantziou
• Kyriakou Aikaterini Katerinakrk
• Tamvaki Ioanna Ιωάννα Ταμβάκη
• Tsili Sophia Sofia Tsili
