event management&fundraising - successful case study

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Successful case study or Red Bull Cliff Diving World Series 2011, Athens. Department of Communication, Media & Culture Panteion University of Athens

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  • 1. EVENT MANAGEMENT &FUNDRAISINGADVERTISINGAND PUBLIC REALATIONS LABDepartmentofCommunication, Media & Culture, PanteionUniversity ATHENS 2012

2. REDBULL CLIFF DIVING WORLD SERIES 2011- ATHENSAs an example of successful event management case 3. WHY?Direct tight to brand position ( Red Bull Gives You Wings) 4. WHY?Direct tight to brand position ( Red Bull Gives You Wings)Enhance companys brand image 5. WHY?Direct tight to brand position ( Red Bull Gives You Wings)Enhance companys brand imageBuzz-Create word of mouth 6. WHY?Direct tight to brand position ( Red Bull Gives You Wings)Enhance companys brand imageBuzz-Create word of mouthInvoke premium image of the brand 7. WHY?Direct tight to brand position ( Red Bull Gives You Wings)Enhance companys brand imageBuzz-Create word of mouthInvoke premium image of the brandDevelop a world sport series 8. WHY?Direct tight to brand position ( Red Bull Gives You Wings)Enhance companys brand imageBuzz-Create word of mouthInvoke premium image of the brandDevelop a world sport seriesIncrease companys sales (indirectly) 9. WHAT?Event name: Red Bull Cliff Diving World Series 2011-Athens 10. WHAT?Event name: Red Bull Cliff Diving World Series 2011-AthensEvent profile: 3rd stop (out of 7) of Cliff Diving World Series2011, worlds top 12 cliff divers jump from 27m cliff indifferent styles-making tricks, these dives are scored by 5high-diving judges. The top 5 divers in overall ranking willqualify automatically for next years competition. The topdiver is crowned Worlds top diver of 2011 11. WHAT?Guest profile: Everyone 12. WHAT?Guest profile: EveryoneEntry fees: Free 13. WHAT?Guest profile: EveryoneEntry fees: FreeEvent highlights: Several performances on the cliff beforediving 14. WHAT?Guest profile: EveryoneEntry fees: FreeEvent highlights: Several performances on the cliff beforedivingEvent theme: Affiliated with the ancient world, Gods, Olympicdiscipline 15. WHAT?Guest profile: EveryoneEntry fees: FreeEvent highlights: Several performances on the cliff beforedivingEvent theme: Affiliated with the ancient world, Gods, OlympicdisciplineService providers: D.j, Sound engineers, Floor Managers,Production Managers, Directors, etc. 16. WHEN?22 May 2011 17. WHERE?LakeVouliagmeni,AthensA lake on the outskirts of Athens, perfect venue tohost the 3rd tour stop of the Red Bull Cliff DivingWorld Series 2011 18. WHO?Organized mainly by Red Bull Hellas LTD., in association withRed Bull, many international Headquarters especially Red BullAustria LTD. 19. WHO?Organized mainly by Red Bull Hellas LTD., in association withRed Bull, many international Headquarters especially Red BullAustria LTD.It was ran by the whole Red Bull Hellas LTD. Team (70 peopleapprox.) & partners 20. WHO?Organized mainly by Red Bull Hellas LTD., in association withRed Bull, many international Headquarters especially Red BullAustria LTD.It was ran by the whole Red Bull Hellas LTD. Team (70 peopleapprox.) & partnersTarget audience : Everybody (It was expected to be attendedby 5.000 people) 21. HOW?Create a stop for the World Series at a culturally relevantlocation 22. HOW?Create a stop for the World Series at a culturally relevantlocationTV 23. HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIO 24. HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOOR 25. HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOORPRINT 26. HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOORPRINTEDITORIAL 27. HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOORPRINTEDITORIALWEB 28. HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOORPRINTEDITORIALWEBGUERILLA 29. ADDITIONAL REQUIRMENTSLocal Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE) 30. ADDITIONAL REQUIRMENTSLocal Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)Location Agreement 31. ADDITIONAL REQUIRMENTSLocal Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)Location Agreement3 HOTELS for : MEDIA, LIVE STREAMING REDBULL.TV / DIVERS/ EMPLOYEES 32. ADDITIONAL REQUIRMENTSLocal Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)Location Agreement3 HOTELS for : MEDIA, LIVE STREAMING REDBULL.TV / DIVERS/ EMPLOYEESExtreme safety measures for divers & audience 33. WHY WAS IT SUCCESSFUL?5000 ppl expected to attend -> 9000 attended 34. WHY WAS IT SUCCESSFUL?5000 ppl expected to attend -> 9000attendedExternal factors (WEATHER was good, no wind etc.) 35. WHY WAS IT SUCCESSFUL?5000 ppl expected to attend -> 9000attendedExternal factors (WEATHER was good, no wind etc.)Successful ad campaign 36. WHY WAS IT SUCCESSFUL?5000 ppl expected to attend -> 9000attendedExternal factors (WEATHER was good, no wind etc.)Successful ad campaignUnique-ness of event- Unique experience of consumer thatONLY Red Bull can deliver 37. WHY WAS IT SUCCESSFUL?5000 ppl expected to attend -> 9000attendedExternal factors (WEATHER was good, no wind etc.)Successful ad campaignUnique-ness of event- Unique experience of consumer thatONLY Red Bull can deliverDraw HUGEmedia attention, social media buzz etc. 38. thank you for your time 39. WEAlexou Mirella @mirellationAlevropoulou Alexia @AlexiaAlevropouDimitrakopoulou Aikaterini @KaterinaDimitrkPapantonopoulosGiannis @giannis_pap2Tutor: Tsene Lida