Event Management&Fundraising - Successful Case Study
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The document outlines the successful event management of the Red Bull Cliff Diving World Series 2011 in Athens, which involved a significant branding strategy aimed at enhancing Red Bull's image and consumer experience. The event attracted 9,000 attendees, surpassing expectations, due to favorable external factors, a successful advertising campaign, and its unique offering. It was organized by Red Bull Hellas Ltd. and involved extensive planning and cooperation with local authorities.
Event Management&Fundraising - Successful Case Study
- 1. EVENT MANAGEMENT & FUNDRAISING ADVERTISING AND PUBLIC REALATIONS LAB DepartmentofCommunication, Media & Culture, Panteion University ATHENS 2012
- 2. REDBULL CLIFF DIVING WORLD SERIES 2011- ATHENS As 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 company¡¯s brand image
- 5. WHY? Direct tight to brand position ( ¡°Red Bull Gives You Wings¡±) Enhance company¡¯s brand image Buzz-Create word of mouth
- 6. 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
- 7. 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
- 8. 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)
- 9. WHAT? Event name: Red Bull Cliff Diving World Series 2011-Athens
- 10. 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¡±
- 12. WHAT? Guest profile: Everyone Entry fees: Free
- 13. WHAT? Guest profile: Everyone Entry fees: Free Event highlights: Several performances on the cliff before diving
- 14. 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
- 15. 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.
- 17. WHERE? Lake Vouliagmeni, Athens A lake on the outskirts of Athens, perfect venue to host the 3rd tour stop of the Red Bull Cliff Diving World Series 2011
- 18. WHO? Organized mainly by Red Bull Hellas LTD., in association with Red Bull, many international Headquarters especially Red Bull Austria LTD.
- 19. 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
- 20. 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)
- 21. HOW? Create a stop for the World Series at a culturally relevant location
- 22. HOW? Create a stop for the World Series at a culturally relevant location TV
- 23. HOW? Create a stop for the World Series at a culturally relevant location TV RADIO
- 24. HOW? Create a stop for the World Series at a culturally relevant location TV RADIO OUTDOOR
- 25. HOW? Create a stop for the World Series at a culturally relevant location TV RADIO OUTDOOR PRINT
- 26. HOW? Create a stop for the World Series at a culturally relevant location TV RADIO OUTDOOR PRINT EDITORIAL
- 27. HOW? Create a stop for the World Series at a culturally relevant location TV RADIO OUTDOOR PRINT EDITORIAL WEB
- 28. HOW? Create a stop for the World Series at a culturally relevant location TV RADIO OUTDOOR PRINT EDITORIAL WEB GUERILLA
- 29. ADDITIONAL REQUIRMENTS Local Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)
- 30. ADDITIONAL REQUIRMENTS Local Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE) Location Agreement
- 31. ADDITIONAL REQUIRMENTS Local Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE) Location Agreement 3 HOTELS for : MEDIA, LIVE STREAMING REDBULL.TV / DIVERS / EMPLOYEES
- 32. 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
- 33. WHY WAS IT SUCCESSFUL? 5000 ppl expected to attend -> 9000 attended
- 34. WHY WAS IT SUCCESSFUL? 5000 ppl expected to attend -> 9000attended External factors (WEATHER was good, no wind etc.)
- 35. WHY WAS IT SUCCESSFUL? 5000 ppl expected to attend -> 9000attended External factors (WEATHER was good, no wind etc.) Successful ad campaign
- 36. 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
- 37. 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.
- 38. thank you for your time
- 39. WE Alexou Mirella @mirellation Alevropoulou Alexia @AlexiaAlevropou Dimitrakopoulou Aikaterini @KaterinaDimitrk PapantonopoulosGiannis @giannis_pap2 Tutor: Tsene Lida