The Biggest Cultural Event of Khyber Pakhtunkhwa needs attention of authorities.

1. Swat Festival 2015
Dedication
This study is dedicated to UNDP Pakistan, Telenor Pakistan,
Haripur Chamber of Commerce & Industry and Jeff Benjamin.
Contents
• Background
• Festival Attractions
• Advertising Opportunities
• World Record Setting
• Award Distribution Ceremony
• Opportunities for Marketers
• Event Calendar
• Key Questions
• Festival Sponsors

2. • About Author
Background
Khyber Pakhtunkhwa Tourism Development Corporation (KPTDC)
has been organizing Summer Festival in Swat in past years. This
festival offers entertainment opportunities to people.
KPTDC organized this festival during 7-10 August 2014 in
collaboration with Pakistan Army. Theme of Summer Festival
2014 was peace. This festival improved tourism sector of Swat
also known as Switzerland of Pakistan.
Government departments (information and culture affairs) should
do extra to make the festival a great success by calling technical
and financial proposals from professional event management
companies.
Hopefully tens of hundreds Pakistanis would enjoy the festival in
lush green Swat valley if proposed suggestions are implemented.
Festival Attractions
• Inaugural Ceremony
• Music Gala
• Dance Shows
• Safari Jeep Rally
• Hiking
• Paragliding

3. • Boating / Rafting
• Fishing
• Skiing
• PAF Flight Show
• Celebrity Photo Opportunity
• Cuisines
• Shopping Stalls
• Lucky Draws
• World Record Setting
• Camping
• Photography Competition
• Award Distribution Ceremony
Advertising Opportunities
• Promotional Items
• Site Branding
• City Branding
• Large Screens
• Music Night
• Jeep Rally

4. Values of Swat Festival
• Human
• Resourceful
• Commercial
• Visionary
Swat Festival is a social-cum-commercial event and it must
communicate and promote its core values.
World Record Setting
People must be asked through advertisements to set personal or
team records during the festival. This activity will motivate youth
to visit the festival.
Award Distribution Ceremony
Minister for Culture Affairs, Government of Khyber Pakhtunkhwa
must give shields and prizes to marketers and sponsors for
participating in 6-day long festival.
Opportunities for Marketers
About one hundred thousand people will visit the Swat Festival
2015. Tour operators must devise packages for newly-wed
couples and local tourists.

5. Bank of Khyber or PIA can sponsor the music night or site
branding. Streamers must be displayed in major cities like
Peshawar, Islamabad, Lahore and Karachi.
A professional advertising agency like Fasttrack Communications
can place large screens to relay TV commercials for telecom
companies, consumer goods and instant drinks. Ad agency must
mobilize TV and radio channels to highlight the event in the
media.
Website of Swat Festival 2015 must also be developed for
dissemination of information. Do not forget to use digital media
platforms like SlideShare.
Sarhad Chamber of Commerce and Industry must ask its members
to place stalls to sell handicrafts and consumer products.
Khyber Pakhtunkhwa Tourism Development Corporation (KPTDC)
must appoint the Festival Ambassador for next five years. Ajab
Gul would serve the purpose well as festival ambassador.
KPTDC must develop promotional items; T-shirts, Ball points and
P-caps for visitors in collaboration with platinum sponsor.
Two or three representatives of Guinness World Record must be
invited to report records. These records can be related with
sports, visitors’ arrival and advertising.
Toyota Pakistan and or Goodyear Tyre can sponsor the Jeep Rally.
STDC must allocate Rs.5 million on advertisement and promotion
of the festival.
We can state that Rs.100 million business in shape of services and
value-addition would be generated in 6-days.

6. Role of KP Tourism Development Corporation
• Planning for delivery of values to people and business
community
• Involving law enforcing agencies and sponsors to organize the
Swat Festival
• Ensuring presence of Chief Minister KPK at the inaugural
ceremony
• Allocating budget for media campaign in collaboration with
sponsors
• Removing bottlenecks in execution of the festival in
consultation with sponsors
• Critically evaluating the Swat Festival 2014 for next years in
collaboration with independent organizations
Event Planning Calendar
Activity Date
Appointment of Event
Management firm
May 2015
Appointment of Official
Media Partner
June
Appointment of Festival
Ambassador
Jan 2015
Appointment of Lead
Sponsor(s)
June
Festival Website Feb 2015
Invitation to Guinness World
Record team
April 2015

7. Invitation to leading
journalists of Pakistan
May
Advertising Campaign May-June 2015
City Branding (Islamabad,
Lahore, Karachi, Swat)
May-June
Inauguration Ceremony June 2015
Promotional Items (T-shirts,
P-caps, etc.)
May
Swat Summer Festival 19-22 June 2015
Award Distribution
Ceremony
22 June
Festival Report 15 July 2015
Key Questions
Q- Should Chief Minister Khyber Pakhtunkhwa, Muhammad
Pervez Khan Khattack, inaugurate the Swat Festival?
Q- Can Telenor Pakistan or UNDP Pakistan sponsor the festival in
collaboration with Sarhad Tourism Development Corporation
(STDC)?
Q- Should KPTDC select Festival Ambassador by public entries or
consultation with media firm?
Q- Should discounted transport facility be provided to local
tourists from Islamabad-to-Swat or Peshawar-to-Swat?
Q- Can FM-100 Radio Channel or Radio Pakistan Peshawar be
media partner of the festival?
Q- Should team of Guinness World Record be invited to the
festival?

8. Q- Can Rs.500 million economic activities be generated through
the festival in 2015?
Festival Sponsors
The following organizations must be contacted for sponsorship;
platinum and gold.
• Attock Cement
• Avari Hotel
• Bank of Khyber
• Coca-Cola
• Haripur Chamber of Commerce & Industry
• JS Bank
• Nestle
• Omar Travels
• OGDCL
• PIA
• PTCL
• Rafhan Maize Products
• Telenor Pakistan
• UNDP Pakistan
• Unilever Pakistan
• Zong China Tel

9. About the Author
Sajid Imtiaz hails from Islamabad and has served in leading ad
agencies in Islamabad and Peshawar. In 1994, he served in College of Army
Education, Jhika Gali, Murree. His works, “Internet Crimes – 25 Factual Cases” and
“Hamlet & Bakistan” are truly worth reading studies. Sajid Imtiaz is editor-in-chief of
Daily 10 Minutes, 1st
content advertising e-paper with balance sheet.
Contact: sajedimtiaz@hotmail.com
All rights reserved. Copyright
Title: Swat Festival 2015
Author: Sajid Imtiaz
Publisher: Fasttrack Communication

10. About the Author
Sajid Imtiaz hails from Islamabad and has served in leading ad
agencies in Islamabad and Peshawar. In 1994, he served in College of Army
Education, Jhika Gali, Murree. His works, “Internet Crimes – 25 Factual Cases” and
“Hamlet & Bakistan” are truly worth reading studies. Sajid Imtiaz is editor-in-chief of
Daily 10 Minutes, 1st
content advertising e-paper with balance sheet.
Contact: sajedimtiaz@hotmail.com
All rights reserved. Copyright
Title: Swat Festival 2015
Author: Sajid Imtiaz
Publisher: Fasttrack Communication