Victoria's Secret has decided to make a concerted effort to raise money for Breast Cancer research. As part of this effort, they have decided to put together an event that connects their brand with the consumer and with the cause in a "unique and compelling" way. Given the success of the annual fashion show that is televised on CBS, Victoria's Secret has decided to take the show on the road. Starting this year, Victoria's Secret is putting together a music festival that will feature a number of popular bands, several fashion shows, including all the Victoria's Secret models, and other attractions that lend themselves to a traveling festival of this sort. At its heart, however, the company wants the event to help raise awareness for their cause as well as the money that they believe will help find the cure.

You have been hired to help develop this event, plan the promotional efforts for the event, and determine what other brands will be pursued as sponsors for this event. As such, you have been given relative carte blanche in building this event from the ground up. In other words, the only direction the company has given you in terms of building the event is that they want you to build a music festival that fits with and is an extension of the Victoria's Secret brand and is as completely an immersive experience as can be managed.

To that end, you will produce an event proposal that provides an overall blueprint of the festival and all that it entails. Included in this proposal will be a description of the event itself, a discussion of the sales promotional and direct marketing efforts that will attract consumers to the event, an overview of the proposed sponsorships and how to attract those sponsors, and, finally, an outline of the public relations efforts that will not only promote the event but also the cause the event is designed to support. Your final proposal should not only contain these components, but it should also demonstrate the quality of your company's professionalism and marketing skills. In other words, your group has not only been tasked with demonstrating your understanding of how to build an event of this nature but also with your ability to market your consulting company within the context of this plan so that you could use it as an example for future clients.