Event marketing plan to Japan: Ice fishing event marketing to Japan

Abstract

The aim of this thesis is to provide insights into event marketing strategies, specifically tailored to the Japanese market, for the promotion of the ice fishing event organized by Wadessa Oy in Oulu, Finland. As an event organization company, Wadessa Oy has participated in numerous events in Oulu, Finland, and their latest focus is on the ice fishing event. Although the ice fishing event is a relatively new addition to their repertoire, Wadessa Oy aims to expand their market by promoting the event to other countries, particularly now to Japan.

To achieve this aim, this thesis will explore the marketing strategies that can be employed by Wadessa Oy to attract Japanese customers to the ice fishing event in Oulu. Specifically, the thesis will identify the key factors that influence Japanese customers' decision-making process when considering ice fishing activities in Oulu. The thesis will also develop a comprehensive marketing plan that leverages digital and traditional marketing channels to reach potential Japanese customers and promote the ice fishing event.

As a result, this thesis will provide valuable insights for Wadessa Oy and other event organizers interested in expanding their business to the Japanese market. Furthermore, this study will contribute to the existing literature on event marketing strategies by focusing on a specific market, namely the Japanese market, and offering practical recommendations for event organizers seek-ing to promote their events to international customers.