chapter  20
15 Pages

B. Christine Green LEVERAGING SUBCULTURE AND IDENTITY T O PROMOTE

The result of this effort has depended, in part, on whether event organisers expect to optimise economic impact primarily through the spectators attracted or through the number of participants attracted. For example, when marketing a grand prix auto race, organisers seek to attract spectators. On the other hand, organisers of a marathon or a triathlon typically seek to attract large numbers of participants. Of course, in the case of the auto race, there may be some marketing effort to attract more participants, and in the case of the marathon, there may be substantial marketing effort to attract spectators. However, the primary marketing focus of the two kinds of events – spectator vs. participant – will typically differ.