Alternativas a la publicidad tradicionalLovisual, un evento de éxito

Abstract

Nowadays the firms face a market saturated with information in which the conventional campaigns can be ignored by the consumer. The development of new forms of communication such as event marketing, ambush marketing, street marketing or ambient marketing aims to impact on target audience. The objective of this work is to identify the key aspects for the organization and communication of an event through the study of a success case. Lovisual is an ephemeral, novel and unconventional event that seeks to draw attention and give visibility to traditional local commerce through artistic interventions performed in Logroño, the capital of La Rioja (Spain). The results show the combination of efforts between small merchants and artists can achieve great benefits for both like the activation of social networks, give visibility to the stores, attract visitors to the commercial areas or cause notoriety in the media. The return on investment in Lovisual has been estimated at 234,43%. The case studied has practical implications and can serve as an example to revive the city trade and attract the attention of the environment.