From failure to success; The changing marketisation of the Millennium Dome to the O2 arena: a lesson for 2012?
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August 6, 2021From failure to success; The changing marketisation of the Millennium Dome to the O2 arena: a lesson for 2012?
Example brand analysis dissertation topic 4:
From failure to success; The changing marketisation of the Millennium Dome to the O2 arena: a lesson for 2012?
The Millennium Dome was, at best, a troubled venture. The brainchild of Peter Mandelson, it enjoyed a troubled existence eventually been closed some months early. Mothballed and unloved it was eventually bought and rebranded as the O2 area: in this guise it has enjoyed unprecedented success as an arts and music venue. This dissertation not only charts the failures of the Dome and the phoenix like success of the 02 arena in terms of marketing but also questions, given the failure of the state to successfully market ‘the Dome’; what the future is likely to hold for similar state built arenas in the aftermath of the 2012 Olympics.
Suggested initial topic reading:
- Hemmington, N., Bowen, D., Wickens, E. and Paraskevas, A. (2005) ‘Satisfying the basics: Reflections from a consumer perspective of attractions management at the Millennium Dome, London’, International Journal of Tourism Resources, Vol. 7, pp. 1-10.
- Sexton, J. (2009) Regeneration of the Millennium Dome to the O2 Arena: Failure and success? BSc dissertation, University of Portsmouth.
- Thornley, A. (2000) ‘Dome alone: London’s Millennium Project and the strategic planning deficit’. International Journal of Urban and Regional Research, Vol. 24: pp.689-699.
