• 11.6. 2013 •
Advertising/creative festival and summit
Rovinj, Istria, 2014
I. Istria context /perspective
Istria is the closest and the most attractive new European resort. It’s not typical Balkan and also not typical Croatia, it’s Provence and Toscana and Venice with Mediterranean soul and Austro-Hungarian style. And at the same time with its own strong historical and ethnical identity. In the middle Europe it is mostly known as the closest, the most beautiful warm see. With mostly very reasonable prices, but also with very prestigious places and hotels.
After Croatia will enter in Shengen regime a new prosperity could be expected.
Istria is economically the most developed part in Croatia and Rovinj is the heart of Istria prosperity. The strongest and the most important company in Rovinj is Adris Group controlling the most vital industries in the region. It is modern, ambitions and powerful company with very effective, future oriented and responsible management.
There is clear and strong interest to put Rovinj (and Istria!) on the global map, and to establish it as new, attractive and prestigious center and meeting point. Attractive international conferences and events with international echoes (especially before and after high season) would be good step to higher and better known position on the global scale.
Long term arrangement and identification with the place (genius loci) would be important advantages.
II. Advertising industries events context/perspective
Advertising industry as the strongest accelerator of economies is sharing its destiny. In the hard time also advertising industry is reducing expenses, salaries, travels, sponsoring, bonus and grants.
The number of regional ad events participants radically declined. Only world advertising expo in Cannes is growing. It seems advertising industry doesn’t need any other competition, festival, event making new costs. Advertising become to be hard job without a lot of butter on the bread. But it is not true that creative people don’t have interest to participate at professional events. They are very curious and interested; the companies only don’t have
intention to spend money for their staff.
On the other hand advertising industry has serious problems. The world is changed, the society is changed and profession is changed. A lot of people believe even that advertising industry is co-responsible for the world crises. Pushing the same vehicle on the same rout forward is not a solution. Not a new idea only, a new rethinking, a new reflex ions, new thinkers and new public is needed.
Advertising and publicity are the most aggressive communication with strong influence on human and society culture around the world. Harmony of effectiveness, rationality, responsibility and sustainability seems to be a crucial problem. It can’t be reflected without participation of other involved actors and societies.
Advertising industry has strong interest to be a part of progressive human world. Identification with hard neoliberal to profit only focused capitalism is obvious but unjust also for the industry selling dreams and fantasies communicating with human intimae and passions. Advertising and media industry need to be attractive for the best, the most creative young people – the new power of creative industries.
Positive image of human oriented and society responsible branch is what we want to stress and put as the most important value in the project.
III. Suggestion/solution/proposal/idea
Establishes a worldwide CREATIVE SUMMIT, conference, festival and award inviting/connecting every year attractive, important and reputable personalities, thinkers and participants from all part of the world and from very different branches, from advertising industry, from academics institutions, from art and from media to dispute HOW TO MAKE A BETTER WORLD and to present THEORIES AND PRAXIS, best of the best from all continents.
Delegates from AI as the strongest world’s communicator, academic’s analytics as independent observers, students as most future oriented, artists, musicians, journalist and writers probably and why not politicians could participate.
ALTER EGO IS PASSWORD for new thinking, new responsibility, and new praxis for better world.
ROVINJ/ISTRIA/CROATIA is the new, the youngest part of the oldest continent, the new challenge, hope and opportunity,
APRIL is end of winter and beginning of new more friendly and more wormer time. PRIMAVERA ISTRIANA is promises and invitation
ADRIS is reliable and trusty background, leading future oriented and responsible company, strongly harmonized with better world idea/mission.
OLIVE WRIATH is a trophy, the award at festival’s competition of most creative communication fallowing idea/mission to do world better
- ADVERTISING and CREATIVITY FOR the BETTER WORLDTo design big event with global echoes and importance we need crucial points:- permanent or long term highly ambitious concept;
– unique, attractive and intriguing content important for the industry
– STRONG SYNERGY WITH LOCAL TOURIST INDUSTRY, focused on final
under the line effect not to expending particular interests only; means without or as low as possible barriers for participation, attractive invitation, no fees if possible;– focus to worldwide promotional and publicity effect and real effective income from visitors, participants.
– highly professional program design and execution; Honorary Board of professional excellencies
– strong and highly professional permanent communication activities
– real, obtainable goal
2013/11/6 Jure Apih <jure.apih@festfest.si>