Swat Festival 2014


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The Biggest Cultural Event of Khyber Pakhtunkhwa in Pakistan

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Swat Festival 2014

  1. 1. 2014 Peace’sProgress SwatSummerFestival Swat Summer Festival is a regular entertainment event by Sarhad Tourism Development Corporation. Event management is a specialized science. This proposal showcases business opportunities to Pakistani marketers and ad agencies.
  2. 2. All rights reserved. Copyright Title: Swat Summer Festival Author: Sajed Imtiaz Publisher: Fasttrack Communication Dedication This study is dedicated to UNDP Pakistan, Telenor Pakistan, Haripur Chamber of Commerce & Industry and Jeff Benjamin.
  3. 3. Contents Background Festival Attractions Advertising Opportunities World Record Setting Award Distribution Ceremony Opportunities for Marketers Event Calendar Key Questions Festival Sponsors About Author
  4. 4. Background Sarhad Tourism Development Corporation (STDC) has been organizing Summer Festival in Swat in past years. This festival offers entertainment opportunities to people. Owing to anti social activities, this festival could not be organized in recent past. STDC is organizing this festival during 19-22 June 2013. Theme of Summer Festival 2013 is peace. This festival will improve tourism sector of Swat aka Switzerland of Pakistan. Government of Khyber Pakhtunkhwa would provide complete security to visitors. 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.
  5. 5. Festival Attractions Inaugural Ceremony Music Gala Dance Shows Safari Jeep Rally Hiking Paragliding 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
  6. 6. Music Night Jeep Rally 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 at 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 3-day long festival.
  7. 7. Opportunities for Marketers 2About one lac people will visit the Swat Festival 2013. Tour operators must devise packages for newly-wed couples and local tourists. 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. Professional advertising agency 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 2013 must also be developed for dissemination of information. Sarhad Chamber of Commerce and Industry must ask its members to place stalls to sell handicrafts and consumer products. Sarhad Tourism Development Corporation (STDC) must appoint the Festival Ambassador for next five years. Jamal Shah and Haroonur Rasheed would serve the purpose well as festival ambassador. STDC must develop promotional items; T-shirts, Ball points and P-caps for visitors in collaboration with platinum sponsor.
  8. 8. 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 72 hours. Role of Sarhad 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 inaugural ceremony Allocating budget for media campaign in collaboration with sponsors Removing bottlenecks in execution of the festival in consultation with sponsors Evaluating the Swat Festival 2013 for next years
  9. 9. Event Planning Calendar Activity Date Appointment of Event Management firm May 2014 Appointment of Official Media Partner June Appointment of Festival Ambassador June Appointment of Lead Sponsor(s) June Festival Website June Invitation to Guinness World Record team June Invitation to leading journalists of Pakistan June Advertising Campaign June City Branding (Islamabad, Lahore, Karachi, Swat) June Inauguration Ceremony June Promotional Items (T-shirts, P-caps, etc.) June Swat Summer Festival 19-22 June Award Distribution Ceremony 22 June Festival Report 30 June 2014
  10. 10. 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 STDC 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? Q- Can Rs.500 million economic activities be generated through the festival in 2014?
  11. 11. Festival Sponsors The following organizations must be contacted for sponsorship; platinum and gold. Attock Cement Avari Hotel Bank of Khyber Coca-Cola Beverages Pakistan Ltd. 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
  12. 12. About the Author Sajed 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, “Cyber Crimes – 25 Factual Cases” and “Instant Drinks Industry of Pakistan” are truly worth reading studies. Sajed Imtiaz is editor-in-chief of Daily 10 Minutes, 1st content advertising e-paper with balance sheet. Contact: sajedimtiaz@hotmail.com