EVENT MANAGEMENT & FUNDRAISING
ADVERTISINGAND PUBLIC REALATIONS LAB
DepartmentofCommunication, Media & Culture, Panteion University
ATHENS 2012
REDBULL CLIFF DIVING WORLD SERIES 2011- ATHENS
As an example of successful event management case
WHY?
Direct tight to brand position ( “Red Bull Gives You Wings”)
WHY?
Direct tight to brand position ( “Red Bull Gives You Wings”)
Enhance company’s brand image
WHY?
Direct tight to brand position ( “Red Bull Gives You Wings”)
Enhance company’s brand image
Buzz-Create word of mouth
WHY?
Direct tight to brand position ( “Red Bull Gives You Wings”)
Enhance company’s brand image
Buzz-Create word of mouth
Invoke premium image of the brand
WHY?
Direct tight to brand position ( “Red Bull Gives You Wings”)
Enhance company’s brand image
Buzz-Create word of mouth
Invoke premium image of the brand
Develop a world sport series
WHY?
Direct tight to brand position ( “Red Bull Gives You Wings”)
Enhance company’s brand image
Buzz-Create word of mouth
Invoke premium image of the brand
Develop a world sport series
Increase company’s sales (indirectly)
WHAT?
Event name: Red Bull Cliff Diving World Series 2011-Athens
WHAT?
Event name: Red Bull Cliff Diving World Series 2011-Athens
Event profile: 3rd stop (out of 7) of Cliff Diving World Series 2011, world’s top 12 cliff divers jump from 27m cliff in different styles-making tricks, these dives are scored by 5 high-diving judges. The top 5 divers in overall ranking will qualify automatically for next year’s competition. The top diver is crowned “World’s top diver of 2011”
WHAT?
Guest profile: Everyone
WHAT?
Guest profile: Everyone
Entry fees: Free
WHAT?
Guest profile: Everyone
Entry fees: Free
Event highlights: Several performances on the cliff before diving
WHAT?
Guest profile: Everyone
Entry fees: Free
Event highlights: Several performances on the cliff before diving
Event theme: Affiliated with the ancient world, Gods, Olympic discipline
WHAT?
Guest profile: Everyone
Entry fees: Free
Event highlights: Several performances on the cliff before diving
Event theme: Affiliated with the ancient world, Gods, Olympic discipline
Service providers: D.j, Sound engineers, Floor Managers, Production Managers, Directors, etc.
WHEN?
22 May 2011
WHERE?
Lake Vouliagmeni, AthensA lake on the outskirts of Athens, perfect venue to host the 3rd tour stop of the Red Bull Cliff Diving World Series 2011
WHO?
Organized mainly by Red Bull Hellas LTD., in association with Red Bull, many international Headquarters especially Red Bull Austria LTD.
WHO?
Organized mainly by Red Bull Hellas LTD., in association with Red Bull, many international Headquarters especially Red Bull Austria LTD.
It was ran by the whole Red Bull Hellas LTD. Team (70 people approx.) & partners
WHO?
Organized mainly by Red Bull Hellas LTD., in association with Red Bull, many international Headquarters especially Red Bull Austria LTD.
It was ran by the whole Red Bull Hellas LTD. Team (70 people approx.) & partners
Target audience : Everybody (It was expected to be attended by 5.000 people)
HOW?
Create a stop for the World Series at a culturally relevant location
HOW?
Create a stop for the World Series at a culturally relevant location
TV
HOW?
Create a stop for the World Series at a culturally relevant location
TVRADIO
HOW?
Create a stop for the World Series at a culturally relevant location
TVRADIOOUTDOOR
HOW?
Create a stop for the World Series at a culturally relevant location
TVRADIOOUTDOORPRINT
HOW?
Create a stop for the World Series at a culturally relevant location
TVRADIOOUTDOORPRINTEDITORIAL
HOW?
Create a stop for the World Series at a culturally relevant location
TVRADIOOUTDOORPRINTEDITORIALWEB
HOW?
Create a stop for the World Series at a culturally relevant location
TVRADIOOUTDOORPRINTEDITORIALWEBGUERILLA
ADDITIONAL REQUIRMENTS
Local Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)
ADDITIONAL REQUIRMENTS
Local Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)
Location Agreement
ADDITIONAL REQUIRMENTS
Local Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)
Location Agreement
3 HOTELS for : MEDIA, LIVE STREAMING REDBULL.TV / DIVERS / EMPLOYEES
ADDITIONAL REQUIRMENTS
Local Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)
Location Agreement
3 HOTELS for : MEDIA, LIVE STREAMING REDBULL.TV / DIVERS / EMPLOYEES
Extreme safety measures for divers & audience
WHY WAS IT SUCCESSFUL?
5000 ppl expected to attend -> 9000 attended
WHY WAS IT SUCCESSFUL?
5000 ppl expected to attend -> 9000attended
External factors (WEATHER was good, no wind etc.)
WHY WAS IT SUCCESSFUL?
5000 ppl expected to attend -> 9000attended
External factors (WEATHER was good, no wind etc.)
Successful ad campaign
WHY WAS IT SUCCESSFUL?
5000 ppl expected to attend -> 9000attended
External factors (WEATHER was good, no wind etc.)
Successful ad campaign
Unique-ness of event- Unique experience of consumer that ONLY Red Bull can deliver
WHY WAS IT SUCCESSFUL?
5000 ppl expected to attend -> 9000attended
External factors (WEATHER was good, no wind etc.)
Successful ad campaign
Unique-ness of event- Unique experience of consumer that ONLY Red Bull can deliver
Draw HUGEmedia attention, social media buzz etc.
thank youfor your time
WE
Alexou Mirella @mirellation
Alevropoulou Alexia @AlexiaAlevropou
Dimitrakopoulou Aikaterini @KaterinaDimitrk
PapantonopoulosGiannis @giannis_pap2
Tutor: Tsene Lida
