The document examines the links between program content and target audiences for events at two festivals: the Frieze Art Fair and the International Dance Festival Birmingham. For the Frieze Art Fair, the target audience is those interested in art, and events like showcasing established and new artists or working with a major sponsor will appeal to this audience. For the International Dance Festival Birmingham, the target audience is funders, sponsors and organizers of the festival, and performances by impressive dance companies will attract this audience.

1. Creative and Media: Level 2 Higher Diploma Unit 6: Festival
Level 2 Higher Diploma Creative and MediaUnit 1: Scene
6.1.2 Links between festivals
Student Book
pp 176–85
Looking for the links
Take the festivals you have looked at and examine the links between the programme
content and the target audience by looking in more detail at two events from the festival
programme.
Name of Programme content Describe the target Why will this event appeal
festival audience (e.g. families) to the target audience?
Frieze Art Event 1: 16/10/09 The targeted audience for This event will appeal to the
Fair this event was those who targeted audience because it
Projects enjoy and appreciate showcase and established
different types of Art new international artists
Talks
Cartier Award
Music
Film
Education
Event 2: 17/10/10 The targeted audience for This event will appeal to the
this event was those who targeted audience because it
Projects enjoy and appreciate will be working with
different types of Art Deutsche Bank as the main
Talks
sponsor of Frieze Art Fair for
Cartier Award the seventh consecutive year.
Music
Film
Education
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2. Unit 1: Scene Creative and Media: Level 2 Higher Diploma
Unit 1: Scene
International Event 1: 04/09/09 The audience who This event will appeal to the
Dance attended the International targeted audience because
Festival People Dancing, Dance Festival there were dance companies
Birmingham Community Games, Birmingham was who performed on the day
Birmingham’s Funders, and there performers blew
Inspire Mark Projects Sponsors, Organizers and the audiences away (2FaCeD
Friends Dance Company, Rosie Kay
Diploma Level 2 Information Technology
Maximizing the Impact of Dance Company and
Major Projects Cossack dancer Bruce
Tetlow).
International Performances
Event 2: 29/09/10 The audience who This event will appeal to its
attended the International targeted audience because
People Dancing, Dance Festival there were amazing acts that
Birmingham was took the audiences by
Community Games,
Birmingham’s Funders, surprise (Performances in
Inspire Mark Projects Sponsors, Organizers and The Patrick Centre)
Friends
Maximizing the Impact of
Major Projects
International Performances
Taste of Event 1: 04/12/09 The targeted audience that This event will appeal to its
Christmas attended was mainly targeted audience because
Chefs making their signature families and people from there was different cultural
food for thousands of people the age of 18+ foods
People to be able to eat about
40 different dishes
Event 2: 01/12/10 The targeted audience that This event will appeal to its
attended was mainly targeted audience because
Chefs making their signature families and people from there variety of cultural
food for thousands of people the age of 18+ foods
People to be able to eat about
40 different dishes
2 © Pearson Education Ltd 2008. Copying permitted for purchasing institution only. This material is not copyright free.