ICABE

Authors: Colmenero Ferreira Fernando

Abstract:

With this work we aim to present a case of Corporate Social Responsibility (CSR) in the historic, disadvantaged part of the city of Funchal. The mission is based on the biennial organisation of a cultural event: “ON Fusion Art by Porto Bay”. Over three days a group of people from the Porto Bay Group puts together a cultural event with the voluntary participation of a group of local, mainland and international artists from different artistic areas and the resident community in the historic and disadvantaged part of the city, achieving an increase in the population's self-esteem and raising a significant sum of money which is donated to charitable causes. The study explains the genesis of the idea and the motivation behind it followed by the stages of publicity management for the event and concludes with the results of the impact the CSR initiative beyond its financial objectives.

Key Words: Event Marketing, Cultural Events, Fusion Art, Corporate Social Responsibility

JEL Classification:

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