Economics and Marketing Department, Institute of Entrepreneurship and Perspective Technologies, Lviv Polytechnic National University, Ukraine, Lviv, Gorbachevskyy str. 18, Building 32.

Abstract

The instruments of Ivano-Frankivska oblast promotion on the examples of festivals are outlined. The Strategy of Ivano-Frankivska Oblast Development till 2020 is analyzed in terms of region’s promotion. Practicability of choosing festivals among other marketing instruments, especially for youth target group is explained. The festivals MitOst-festival, Carpathian SPACE, Porto Franko 2017 and international photo festival are analyzed. The festivals are examined in the context of cross-border aspect, which allows combining neighbouring cultures and traditions, exchange of experience, bringing adjacent nations closer together and finding the areas of common interest.

Keywords

marketing instruments

promotion

cross-border cooperation

fest

tourism

cultural traditions

References

[1] Strategy of Ivano-Frankivska Oblast Development till 2020. Online. Available at: http://www.if.gov.ua/files/SP_IF_oblast_4.pdf.

[2] About Ivano-Frankivsk. Online. Available at: http://www.mvk.if.ua/aboutcity.

[3] MitOst-Festival. Online. Available at: http://mitostfestival.org/ru/festival/festival-2015-vivano-frankovske.

[4] The way Ivano-Frankivsk is going to celebrate the 355th anniversary. Online. Available at: http://firtka.if.ua/?action=show&id=130653.

[5] The 6th European Festival was closed in Ivano-Frankivsk with exhibition of twin cities. Online. Available at:http://kurs.if.ua/news/u_ivanofrankivsku_fotovystavk oyu_mistpobratymiv_zakryly_shostyy_yevropeyskyy _fotofestyval_54217.html.

[6] Porto Franko 2017. The most prominent events of international art festival. Online. Available at: http://nv.ua/ukr/style/art/theater_art/porto-franko2017-najguchnishi-pod...

Marketing instruments of Ivano-Frankivsk oblast promotion in terms of cross-border cooperation