Ronald McDonald Centre

Dec 1, 20110 likes386 views

The Ronald McDonald Centre in Amsterdam opened in November 2010 as the first sports center for disabled children in Europe. The center aims to give disabled and chronically ill children the same opportunities to play sports as others. To promote the center and attract sports clubs, a high-profile opening ceremony was held with Princess Marilène van Oranje-Nassau and former football star Marco van Basten. This generated overwhelming press coverage across major Dutch newspapers, magazines, radio, television and online media.

European Excellence Award 2011

Opening
Ronald McDonald Centre –
the First Sports Centre
for disabled children
in Western-Europe

At a glance
The Ronald McDonald House Charities The Netherlands opened an unique sport centre for
disabled children, the first in Europe. With the help of a Princess and a football star Ketchum
Pleon achieved an overwhelming press coverage of all major media in the Netherlands.

Situation Analysis
In November 2010, the Ronald McDonald Centre opened its doors in Amsterdam. The sports
centre is the first of its sort in Europe. The initial initiative was taken by Dennis Gebbink, father
of a disabled child and founder of sport club Only Friends that now participates in the centre.
Mr. Gebbink wanted to give disabled and chronically ill children the same opportunities to play
sports as any other child.

Objectives
To show the Dutch population that Ronald McDonald House Charities has opened an unique
sport centre for disabled children. To help attract sport clubs to join the Ronald McDonald
Centre by gaining as much press coverage as possible for the Ronald McDonald Centre itself
as well as for the Ronald McDonald House Charities The Netherlands.

Strategy
Delivering a tailor-made story to all major dailies, magazines, RTV and online media in the
Netherlands, combined with an unique opening ceremony and offering a camera opportunity
with celebrities.

HRH Princess Marilène van Oranje-Nassau (left)
and football star Marco van Basten (right) pose with disabled sporters.

Implementation
The Ronald McDonald Centre was
officially opened on November 8, 2010 by
Her Royal Highness Princess Marilène
van Oranje-Nassau together with former
football star Marco van Basten and Ed
Nijpels, chairman of the Board of Trustees
of the Dutch Ronald McDonald House
Charities. They assisted two young
disabled sporters in the release of 400
colorful balloons from a gigantic football.
This was the sign to start a programme
with demonstrations of all kinds of sports
by disabled children.

Results
3-12-2010 Pagina 46/76
3-12-2010 Pagina 15/76

Over 30 journalists attended and the
press coverage was overwhelming, both
3-12-2010 Pagina 14/76
in newspapers and magazines as well as
Bron: NOS.nl
Datum : 07-11-2010
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on radio, tv and internet. This included
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elaborate items in all major daily TV
entraal.nl
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Datum: 10-11-20
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Pagina 12/76
3-12-2010

News programmes including the NOS
Jeugdjournaal, the Children’s News
3-12-2010 Pagina 19/76

3-12-2010
Pagina 20/76
Programme of the Dutch public service
broadcaster. In total, the media value
Pagina 13/76
3-12-2010

Bron: At5.nl
Datum: 29-10-2010
mounted to a breathtaking E 1,7 milion.
http://www.at5.nl/artikelen/51100/prinses-opent-sportcentrum-kinderen-met-handicap

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Ronald McDonald Centre

1. European Excellence Award 2011 Opening Ronald McDonald Centre – the First Sports Centre for disabled children in Western-Europe

2. At a glance The Ronald McDonald House Charities The Netherlands opened an unique sport centre for disabled children, the first in Europe. With the help of a Princess and a football star Ketchum Pleon achieved an overwhelming press coverage of all major media in the Netherlands.

3. Situation Analysis In November 2010, the Ronald McDonald Centre opened its doors in Amsterdam. The sports centre is the first of its sort in Europe. The initial initiative was taken by Dennis Gebbink, father of a disabled child and founder of sport club Only Friends that now participates in the centre. Mr. Gebbink wanted to give disabled and chronically ill children the same opportunities to play sports as any other child. Objectives To show the Dutch population that Ronald McDonald House Charities has opened an unique sport centre for disabled children. To help attract sport clubs to join the Ronald McDonald Centre by gaining as much press coverage as possible for the Ronald McDonald Centre itself as well as for the Ronald McDonald House Charities The Netherlands.

4. Strategy Delivering a tailor-made story to all major dailies, magazines, RTV and online media in the Netherlands, combined with an unique opening ceremony and offering a camera opportunity with celebrities. HRH Princess Marilène van Oranje-Nassau (left) and football star Marco van Basten (right) pose with disabled sporters.

5. Implementation The Ronald McDonald Centre was officially opened on November 8, 2010 by Her Royal Highness Princess Marilène van Oranje-Nassau together with former football star Marco van Basten and Ed Nijpels, chairman of the Board of Trustees of the Dutch Ronald McDonald House Charities. They assisted two young disabled sporters in the release of 400 colorful balloons from a gigantic football. This was the sign to start a programme with demonstrations of all kinds of sports by disabled children.

6. Results 3-12-2010 Pagina 46/76 3-12-2010 Pagina 15/76 Over 30 journalists attended and the press coverage was overwhelming, both 3-12-2010 Pagina 14/76 in newspapers and magazines as well as Bron: NOS.nl Datum : 07-11-2010 Ronald McDona ld Centre on radio, tv and internet. This included http://nos.nl/video/196703-y ann-krijgt-duikles.html elaborate items in all major daily TV entraal.nl Bron: VoetbalC mcdonald- Datum: 10-11-20 10 sten-opent-ronald- uws/57545/van-ba lcentraal.nl/nie http://www.voetba centre-in-adam Pagina 12/76 3-12-2010 News programmes including the NOS Jeugdjournaal, the Children’s News 3-12-2010 Pagina 19/76 3-12-2010 Pagina 20/76 Programme of the Dutch public service broadcaster. In total, the media value Pagina 13/76 3-12-2010 Bron: At5.nl Datum: 29-10-2010 mounted to a breathtaking E 1,7 milion. http://www.at5.nl/artikelen/51100/prinses-opent-sportcentrum-kinderen-met-handicap rool.nl - Bron: Pa STERDA M- e-volledig -11-2010 /4036/AM nald-Centr Datum: 07 l/parool/nl ld-McDo /07/Rona w.parool.n /2010/11 http://ww il/1046705 3-12-2010 Pagina 52/76 rticle/deta NOORD/a .dhtml aangepast Pagina 67/76 3-12-2010 Bron: NOS.nl a 22/76 gehandicapte- aradijs-voor- Pagin 10 1-20 -centre-een-p campaign=F Bron: %3 .nl eed NOS Datum: 08-1 3-12-2010 ld-mcdonald =feed&utm_ io/196896-rona r&utm_medium Datum: 07-11-2010 Bron: NOS.nl http://nos.nl/aud e=feedburne l?utm_sourc io http://nos.nl/video/19 kinderen.htm Datum: 07-11-2010 ournaal+aud 6728-centrum-voor-g dio+(NOS+J ehandicapte-sporters osjournaalau http://nos.nl/vide -in-amsterdam.h o/196702-marc-v A+n tml kinderfonds.htm an-den-tweel-dir l ecteur-ronald-mc donald-

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