MARKETING PLAN FOR ECO UTOPIA: A 100% RENEWABLE ENERGY MUSIC FESTIVAL

This project presents a marketing plan for Eco Utopia, a 100% renewable energy-powered music festival conceptualized by Utopia, an innovative events company. The plan’s primary objective is to position Eco Utopia as a leader in sustainable entertainment, increasing its brand visibility while creating a meaningful environmental and social impact. Set in Portugal’s iconic White Sand Mountains, Eco Utopia combines cutting-edge music experiences with a commitment to eco-friendly practices, catering to the growing demand for sustainable festivals. To develop this marketing plan, a Pragmatic Research Philosophy was applied, supported by Action Research as the guiding methodology. A mixed-methods approach was used to gather both qualitative and quantitative data, a survey of potential attendees and interviews with organizers of leading eco-festivals such as Pohoda and Øyafestivalen. The findings revealed strong consumer interest in renewable energy initiatives, waste reduction, and transparent sustainability practices, alongside a willingness to pay a premium for eco-conscious experiences. The insights gained informed the development of marketing strategies and marketing-mix tactics designed to increase awareness, create community engagement, and ensure long-term viability. By addressing key challenges, leveraging digital platforms, and forming strategic partnerships, this marketing plan provides a clear roadmap for achieving Eco Utopia’s objectives and establishing it as a leader in the global festival industry.