Packaging and Distribution
According to my knowledge and research, the Korea Festival 2008 is not under any package such as tour packages or event packages. Each event is individually priced and there is no combination of events offered for sale at a single price.
However, in the case of value adding the festival especially for the fiesta, which I attended, there were lucky draws, which were open to the public without any purchase required. I felt that they planned the lucky draw feature in a very smart way without compromising on anything. What the organisers did was to attach the lucky draw form to a brochure easily collectable at a booth by the stage and guests who are interested will fill in the form and drop it into a collection box. The lucky draw requires no purchases hence anyone can fill in the form. This is a technique used to attract people to collect the form as no one would pass on a chance to win something without having to buy anything. The smart thing about this form is that, it is attached to a brochure with the details of the whole festival, which will then inform people about the other events and attract them to go. The organisers then planned for the lucky draw to be held during the K-Pop concert and the winner must be present when name is drawn to claim the prize. This approach will make people who want to win the prize to stay back till the K-Pop concert and this is a method used to retain guests till the fiesta is over. The organisers also arranged it so, that the 2nd November’s lucky draw prize is two business class tickets to Korea on Asiana Airlines, whereas the 1st November’s lucky draw prize is St. James 21-piece china collection. From my point of view, more guests would definitely want to try their hand at winning the second day’s prize as compared to the first day’s. Hence this method will attract guests to visit the fiesta once again on the second day if they are really keen.
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