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● The event was created in 2001
● Implemented in Shanghai 2001
– 20,000 guaranteed attendants
● Amway Nutrilite title sponsored and additional local sponsorship delivered
● 2003 three cities – Shanghai, Guangzhou & Shenyang
– Marvels Consulting involved in marketing roles of the event
● 2004 Six cities – Shanghai, Guangzhou, Wuhan, Jinan, Chengdu
● 2005 twenty one cities
Event History
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Guangzhou ( 5/29/2004))Hangzhou ( 6/12/04)
Shanghai ( 6/26/04)
• Year 2002 One City
• Year 2003 Three Cities
• Year 2004 Eight Cities
Background
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Press Conference
Registration( 5 - 8 weeks)
Event Day
Hotline & Group Registration
Road Show
Sponsor’s Employees
Starting Ceremony
Running & Walking
Ending Stadium
Registration (over 100 outlets)
Event Design
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Mission : Encourage people to participate sports and have a healthy lifestyle
Event Position: A large fitness festival of the family and community gathering
Objectives:- Provide a platform for government to promote the
fitness- Provide a platform for sponsors to integrate the marketing program- Provide an opportunity for participants to enjoy sports and feel happiness, love and health
PR Message: - For Health, Let’s Run!
Event positioning
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●Create national event platform for Amway
– Capitalize ‘first to market’ positioning on ‘Run For Health’
●Provide national solution to growing Government mandate for public fitness
●Consolidate ‘category’ ownership by expanding event more widely in China
– Pre-Olympic timing linked to growing China interest in sport
●Create centralized marketing program with local application and direct local benefits
– Create ‘space’ for local involvement
– Drive independent investment & revenue model
– Deepen localized brand equity
– transfer skills locally
Opportunities
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Governmentendorsement
Good CorporateCitizenship
Relatively low entry cost
Brand advocacy
Build loyalty
Shape consumerbehavior
Grass rootsGrass rootsSponsorshipSponsorship
eventsevents
Engage with yourCustomer
Cut throughclutter
Grass Roots Benefits
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Hospitality
Merchandise
PR
Grassroots
DM
PromoMedia
SPONSORSHIPSPONSORSHIPOnline
Leveraging Sponsorship
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● TV● Newspaper● Bus Station● Bus Body Ad.● Subway
• Outdoor
• Web-site
• Magazine
• National Promotion
• 5000 Free Registration
Leverage Program
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• Non-Competition• Run and Walk
Running—5-6K
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Spokesperson-Ms. Wang, Junxia
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Outside Stadium Activities
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Inside Stadium Activities
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Media
Wang Junxia
TV Newspaper & Magazine
Web-Site Outdoor Ad. Radio
Press Conference
Registration Event Day
Charity
Media
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TV
30’ Highlight Event TVC (15”/30”) Event News
Newspaper
Editorial Article PR Push Story Event News
TV & Newspaper
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Marketing Materials
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Weekend Road Show
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Signage
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- Community Sports is a great marketing platform to connect with
consumers
- Brand recognition and awareness has been increased significantly
- Bridge has been built between consumer and brand
Conclusions