What is it about?
This chapter presents a case study of the Festival Internacional Cervantino in Guanajuato, Mexico, to demonstrate how a city can use an event based on a character that has no factual or historical links to the city as part of its branding strategy.
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Why is it important?
In this case, Cervantes and Don Quixote ended up inserted in the collective identity, contributing a new component to the traditional social representation about the city. In this chapter, the 2015 festival has been used as a case study. More than 400 activities took place, including concerts, performances, theatre and exhibitions in both open-air and indoor venues.
Perspectives
Outdoor activities are free and aimed at a wider audience, while those held indoors are focused on new artistic trends and a more specialised audience. The co-branding of Guanajuato-Cervantes is widely accepted and is encouraged in the tourism industry.
Dr. Daniel Barrera-Fernández
Universidad de Sevilla
Read the Original
This page is a summary of: The Routledge Handbook of Festivals, September 2018, Taylor & Francis,
DOI: 10.4324/9781315186320.
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