Festival Halleluya - a festa que nunca acaba: O maior festival de música católica da América Latina

Abstract

This case study has the complex mission of presenting and describing the Halleluya Festival and its peculiarities regarding the planning, organization and execution of a strategic communication plan, whose minutiae enable its production as a cultural event of great proportions, with a participating public which has exceeded the figure of one million people, being considered the largest Catholic music festival in Latin America. The present study attempts to observe and systematize the set of communication practices carried out in order to obtain the validation results perceived by the public and the sponsoring brands that help finance the event. This music festival's main characteristics are free access, non-sale of alcoholic beverages, the practice of social responsibility actions and the fact that it is a Catholic religious event, in an evangelizing perspective through art. The Shalom Catholic Community is the promoter of the Halleluya, a festival that takes place in the city of Fortaleza, in the state of Ceará, and offers a mega structure comprising several spaces aimed at the entertainment and safety of the participants, with the provision of various services about six thousand volunteers.