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Irwin Karnick and Trilogia Acoreana

Fusion Marketing In Portugal Brings To Life The Essence Of The Azores
  • Strategy Development
  • Custom Publishing
  • Consulting
  • International Marketing
  • Ethnosynergism®
  • Fusion Marketing



Brand Name: Irwin Karnick
Product/Service Type or Description: Photography/Arts


Overview:
Fusion Marketing in Portugal Brings to Life the Essence of the Azores

Photographer Irwin Karnick approached the autonomous region of The Azores, in Portugal, with an idea to do a book about capturing the heart and soul of the people of that region.  He was commissioned by the government of the Azores to create a limited edition book titled Trilogia Acoreana.  Karnick used MZI Global’s fusion marketing concept while working on the book in order to gain the necessary sponsorship that was needed to produce the book.

Situation Analysis:
  • Irwin Karnick spent three years compiling images that would accurately represent the people of the Azores region
  • Karnick desired to produce an artistic document of the Azores’ history frozen in time
  • In order to publish this book Irwin Karnick needed a means of sponsorship

Marketing Challenge:
  • Convey an accurate image of the entire country
  • Establish familiarity and a general sense of awareness for the culture through the book
  • Bring foreign dignitaries the full flavor of Portuguese culture

Solution:
  • Combined MZI Global’s fusion marketing concept—using connective techniques—and Ethnosynergism® to successfully gain the necessary sponsorship required for Irwin Karnick’s production
  • MZI Global procreated the necessary funds from Portuguese sources such as:
    • The Banco Totta & Acores
    • Banco Comercial dos Acores
    • IIPA
    • The Institute of Private Investment of the Acores
    • Somague
    • S.A., one of the largest engineering firms in Portugal

Result:
  • Successful production of a limited edition—(1000 copies)—leather bond masterpiece
  • Trilogia Acoreana captured the very essence of the Azorean people, as well as the Portuguese culture, and landscape, in Karnick's breathtaking images