Plan de comunicación y promoción de una carrera atlética para el gobierno descentralizado del cantón Girón en el año 2013

Abstract

The objective of this present thesis was to carry out a "PLAN OF COMMUNICATION AND PROMOTION OF ATHLETIC RACE FOR THE DECENTRALIZED GOVERNMENT CANTON OF GIRÓN IN THE YEAR 2013 ". Girón's GAD important entity, concerned about the development and good living of its people wants to be part of the most important religious festivals of the province with an event that involves all of its citizens in general, sport, tourism and culture. The Canton of Girón is known for its customs and traditions that express their cultural identity.

The Festival of the bulls of El Señor de lasAguas de Girón, is one of the most important festivals in the province of Azuay and highly recognized in the country. This Festivity of Canton Girón begins in November with a series of activities, a way to commemorate the start of this festival is by organizing and developing a sporting event "Athletic Race 5K Señor de Girón". The plan proposed in this thesis consists in promoting, communicating and managing a successful and memorable sporting event, based on sound planning, logistics and communication.

The measures taken for the integrated communication ATL, BTL, Digital and PR are adequate and valid for the achievement of the objectives set out in the Communication Plan and promotion. During sporting event's planning, cultural elements have been used looking for originality and ownership in the citizens of Girón.