Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/27752
Title: Marketing an event : Hong Kong harbour fest
Authors: Tai, SHC
Issue Date: 2006
Source: The management case study journal, 2006, v. 6, no. 1, p. 53-67 How to cite?
Journal: The management case study journal 
Abstract: AmCham's proposal for Hong Kong Harbour Fest 2003 involved staging world-class entertainment and variety shows on four consecutive weekends from 17 October to 9 November 2003 in a customised venue at Tamar. The objectives of the festival were to boost morale, attract short haul visitors and show the world that Hong Kong was safe, thriving and relaunched after the SARS outbreak. Harbour Fest first attracted negative publicity at the end of August 2003 when a press article questioned the price to be paid to the Rolling Stones and the cost effectiveness of the government underwriting AmCham by HK$100 million. As events unfolded, a host of other negative media reports raised further public concerns about the project's cost effectiveness and the manner in which it was organised (May 2004, Independent Panel of Inquiry Report).
URI: http://hdl.handle.net/10397/27752
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