Abstract

This study investigated the utilisation of persuasive communication and strategic marketing in promoting the Calabar Carnival, a flagship cultural tourism event in Cross River State, Nigeria. The purpose was to assess how these tools could reposition the Carnival as a competitive and sustainable tourism brand. Anchored in Persuasion Theory, which posits that effective communication must engage both cognitive and emotional dimensions to influence behaviour, the study adopted a qualitative methodology. Data were collected through focus group discussions involving twelve purposively selected stakeholders from the Cross River State Carnival Commission and private tourism service providers. The findings revealed that while persuasive communication is acknowledged as vital, its application remains inconsistent, lacking strategic coherence and audience segmentation. Strategic marketing efforts were found to be fragmented, reactive, and largely traditional, with limited use of digital platforms and a lack of experiential storytelling. The study concluded that the absence of a unified marketing framework and the underutilisation of persuasive techniques have significantly undermined the Carnival’s visibility and appeal. It recommended the adoption of an integrated marketing communication strategy, capacity building for stakeholders, and the use of emotionally resonant content across digital media to enhance engagement. The implications suggest that without a deliberate shift towards strategic, persuasive, and audience-focused communication, the Calabar Carnival risks further decline in global relevance and economic impact.

Key Words: Persuasive Communication, Strategic Marketing, Calabar Carnival, Tourism Promotion, Experiential Storytelling, Integrated Communication.

About the Authors

* Presly ‘Ruke Obukoadata, Ph.D. is a Professor of Brand and Strategic Communication in the Department of Public Relations & Advertising, Delta State University, Abraka, Nigeria. He has taught at various institutions, worked as a journalist, advertising executive, and radio presenter. His research focuses on communication's role in societal development, particularly in strategic brand communication.

** Patricia Eyong Okoi is a scholar in Public Relations, Advertising and Media Communication Studies at the Department of Mass Communication, University of Cross River State, Calabar, Nigeria. She is also an inspirational speaker.

^JCMR Journal of Communication and Media Research, Vol. 17, No. 2, October 2025, pp. 145-157

© Association of Media and Communication Researchers of Nigeria (AMCRON).

Article Citation

Obukoadata, P. R. & Okoi, P. E. (2025). Utilisation of persuasive communication and strategic marketing for the Calabar Carnival, Cross River State, Nigeria. Journal of Communication and Media Research, 17 (2): 145-157.

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