The program includes music, historical activities, crafts, Arctic cuisine, and family leisure.
Find a way to make the positioning of the «Imandra» festival more clear and appealing to the audience and potential partners.
1. The festival lacks a relevant, clear identity—it is diffuse.
2. The historical stylization does not offer enough depth for role-players and appears narrow to general visitors.
3. The tourism infrastructure is poorly developed, which diminishes the appeal of traveling here.
The positioning of «Imandra» may not be sufficiently clear for different audiences: the historical theme does not automatically translate into a reason for visiting for enthusiasts of music, nature, and contemporary cultural leisure.
Proposed Research — to explore the identity of the modern northerner in order to find a foundation for the precise positioning of the festival.
Monchegorsk Case Study
Nature — Lake Imandra, rolling hills, and northern landscapes that attract tourists. The city of Monchegorsk — the festival venue, which can serve as a starting point for exploring the region. Cultural identity — history, culture, traditions, and crafts. Tourism potential — the opportunity to combine visiting the festival with various excursions (Lapland Nature Reserve, hiking trails, the Nyuudaiwench trail).
SITE MAP
Specify the festival venue, transportation options, city center points, cultural center, and tourist attractions such as lakes, etc.
The map illustrates how attending the festival can connect with exploring the city and familiarizing oneself with the area.
CULTURAL ENVIRONMENT
What could form the basis of modern Yamundra’s identity: 1. Historical heritage (reconstructions, crafts, historical images, and various traditional practices) 2. Contemporary culture (music, art, different forms of leisure and social interaction) 3. Local way of life (Northern cuisine, nature, local communities) 4. The modern Northern resident (the people, values that shape the identity of the inhabitants) 5. A symbiosis of all these elements to form a cohesive identity concept
TARGET AUDIENCE
STUDENT SEGMENT HYPOTHESES
City Dweller
Festival atmosphere, Northern nature, exploration of the territory, and new routes.
Role-Players
Historical sites, narrative activities, and gaming formats.
Young Families and Local Residents
Shared recreation, workshops, gastronomy, and cultural programming.
Various ways to experience the festival (participation, observation, music, nature, food)
COMMUNITY MAP
1. Historical Reconstruction
«Midgard.» «Fjord,» «Sword and Magic 2.0»
2. Gaming Communities
3. Sports Family Clubs
«One Team,» «Juventus»
4. Youth Spaces
«Sopki»
COMMUNITIES AS FESTIVAL CO-CREATORS
Historical and Reenactment Communities
Assist in creating historical venues, demonstrations, and thematic activities.
Gaming and Fantasy Communities
Can develop plot-based quests and volunteer gaming routes.
Music Communities
Help find artists, shape the musical program, and disseminate information.
Local and Family Communities
Can participate in masterclasses, introduce guests to local culture, and create activities for various age groups.
