Cities in times of global urbanization, are looking for completely new marketing methods, one such tool is the creative use of artificial light after dark, in the form of light festivals. This paper aims to introduce the historical development of the phenomenon and contemporary as well as contemporary illuminations / projects of illuminations of Fete des Lumieres festival in Lyon, Luminale in Frankfurt or on a smaller scale Lights in Alingsas in Sweden by reviewing/ through a review of best practices and case studies in Europe. The intention of this paper is also to demonstrate how much light festivals can contribute to the promotion and communication of a European town in the development of its marketing strategy, contributing towards creating its image, significance and its distinctive target brand.
Autorzy
Informacje dodatkowe
- DOI
- Cyfrowy identyfikator dokumentu elektronicznego link otwiera się w nowej karcie 10.18778/8088-149-5.04
- Kategoria
- Publikacja monograficzna
- Typ
- rozdział, artykuł w książce - dziele zbiorowym /podręczniku w języku o zasięgu międzynarodowym
- Język
- angielski
- Rok wydania
- 2016
