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A quick walkthrough about branding, leverage and augmentation involved in the Melbourne Cup event

A quick walkthrough about branding, leverage and augmentation involved in the Melbourne Cup event

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Transcript

  • 1. Before we proceed...What do ‘these’ mean to you?
  • 2. Ladies &Sports Masters
  • 3. Ladies &Sports Masters Jamielee, Monica, Patricia, Jorn, Josh, and Luis
  • 4. Ladies &Sports Masters Jamielee, Monica, Patricia, Jorn, Josh, and Luis …welcome you to the adventurous world of the MELBOURNE CUP
  • 5. What you are going toHistory & GrowthTimelineBrandingAugmentationKey Figures
  • 6. Growth Impact 1861 Inaugural event during the Victorian Gold Rush, with Archer, the winning horse taking home £710. 2010 Saw French, trained horse Americain, won the 150th Melbourne Cup and took home $3.6 million dollars.
  • 7. But is not just for Melbourne cups isn’t just for the people of Victoria, but rather encompasses the whole nation,with festivities and events held aroundAustralia, like sister races at local turfclubs as well as the involvement ofschools.
  • 8. Timeline186 196 1869 1880 1925 1 01º Melbourne Cup 100 years celebration 4 day Spring Carnival 1º radio broadcast 100,000 attendance
  • 9. Timeline186 196 1869 1880 1925 1 01º Melbourne Cup 100 years celebration 4 day Spring Carnival 1º radio broadcast 100,000 attendance
  • 10. Timeline196 201 1990 2003-05 2008 2 0Fashions on the Field 150th Aniversary Current record time set Bart Cumming wins 12th Melbourne Cup Makybe Diva wins 3 consecutive races
  • 11. Timeline196 201 1990 2003-05 2008 2 0Fashions on the Field 150th Aniversary Current record time set Bart Cumming wins 12th Melbourne Cup Makybe Diva wins 3 consecutive races
  • 12. Branding VISUAL IDENTITY BRAND BRAND RELATIONS IDENTITY BRAND DIMENSIONS How does it work? BRAND BRAND COMMUNICATION STRATEGY
  • 13. Brand Strategy (Wheeler, 2006) VISION ACTIONS EXPRESSION EXPERIENCE VISION “Our vision is to maintain Flemington as a WORLD LEADER in racing, event management and entertainment”. MISSION “Provide the highest QUALITY service, facilities and VALUE for our MEMBERS, CUSTOMERS, PARTNERS and the COMMUNITY.” “Balance our COMMITMENT to ENVIRONMENTAL SUSTAINABILITY and the local community with our operations” Integrity, Innovation, Excellence, Collaboration, VALUES Safety and Sustainability.
  • 14. Visual Identity Symbolic recognition (Antorini, Csaba & Schultz, 2005)
  • 15. Brand Identity Vision Meaning Authenticity Differentiation IDEALS Sustainability (Wheeler, 2006) Coherence Flexibility Commitment Value
  • 16. Brand Communication (Antorini, Csaba & Schultz, 2005)
  • 17. Brand Relations (Antorini, Csaba & Schultz, 2005) LOCAL/) NATIONAL) GOVERNMENTS) LOCAL/) MEDIA) NATIONAL) COMMUNITY)) NATIONAL)/) TOURISM) INTERNATION INDUSTRY) AL)SPONSORS) LEGAL) FASHION) AUTHORITIES)/) INDUSTRY) SECURITY) MELBOURNE) CUP) GAMBLING) ATHLETES)/) ASSOCIATIONS) COACHES) CLUBS)AND) STAFF)AND) MEMBERS) VOLUNTEERS) SUPPLIERS) SPECTATORS)
  • 18. Partners
  • 19. AugmentationProvides an additional event dimensionbeyond the sport competition itself,and may include opportunities to learn,achieve, socialize, or any combinationof these. (Green, 2001)
  • 20. Characteristics Chalip’s (2004) model for host community event leverage:1. Entice visitor spending2. Lengthen visitor stays3. Retain event expenditures4. Enhance business relationships*5. Showcase via event advertising and reporting 5A. Event advertising and reporting can support the brand personality (Brown, 2007)6. Use the event in advertising and promotions * Note: supported by O’Brien and Gardiner Theory (2006)
  • 21. Characteristics7. Sport - local and regional economic development 7A. Positive social benefits for the town/community (O’Brien, 2007)8. Events enhance region’s image, national & international markets (Kotler et al, 1993)9. Quality enhancement of brand or market position (Chalip, 2003)10. Events more appealing to more people (Green, 2001, Chalip & Guirty, 2004)
  • 22. Characteristics11. Events facilitate emotional states (Chalip, 2004)12. Celebrate artistic & cultural elements of sports (Chalip & McGuirty, 2004, Garcia, 2001)13. Relevance of subculture & identity (Green, 2001) 13A. Socialization around the venue (Gregory & Wiechmann, 1997)14. Interactive media & strong brand position (Keller, 2003)15. Celebrities participation and endorsement
  • 23. Augmentation Sport Melbourne Cup Carnival Symbols (cup & magazine) Gambling Mcup Tour Mcup Parade Mcup Walk of Fame Breakfast with the Stars Flemington Heritage Centre Flemington Heritage Trail Souvenirs & gifts
  • 24. Fashion Symbols ✦ Flowers ✦ Hats Myer Fashion on the Field ✦ Women & Men ✦ Design ✦ Millinery Emirates Stakes Day Fashion on the Field ✦ Junior ✦ Senior & ✦ Family
  • 25. AugmentationBusiness Melbourne Cup Day Business Network Cup Eve Gala Dinner VRC Oaks Club Lunch
  • 26. Augmentation Community Melbourne Cup Day Community Programme / Pin & Win Flemington Green Fields Internet materials (official web site, resources for schools, facebook and twitter profile) Art and culture (literature, dance, scultures, movies, paintings and photographs) Symbols (stamp and coin) Local events and celebrations (school, work, bar and restaurants, jockeys, parties and barbecues, river cruises, local races carnivals, fashion parades, live music perfomances)
  • 27. Key Figures Memberships 96.1% Retention 29,930 RateAttendance (4th day of Carnival) 353,178 9th highest on record Sponsorship Total 66 companiesGross Economic Benefit Involved with Melbourne Cup 2010 Carnival 44 $ 349.4 million Secured revenue with existing (Victorian economy) contracts 65%
  • 28. Key Figures Victorian Economy Impact 60,117 Out-of-state visitorsRacegoers $25 million In accomodationspendings $ 11.7 million Retail spending $ 26 million (fashion items) $ 2.8 million Tourist attractions Awareness 63% of national population was aware 2010 marked Prizemoney 150th Melbourne Cup $ 36.9 million in total Melbourne Cup Business Network$ 3.6 million Melbourne Cup Race 1,479 Australian and international companies registered
  • 29. Thank you very muchWe would like to discuss...
  • 30. Summary / LearningHistory: • Growth • TimelineBranding / Brand Dimensions: • Brand Strategy • Visual Identity • Brand Identity • Brand Communication • Brand RelationsAugmentation: • Augmentations beyond the sport competition. • Created benefits for event, community & country.The Melbourne Cup augmentations:- Sport, Fashion, Business and Community
  • 31. AND NOW!...
  • 32. Welcome to the main
  • 33. Welcome to the mainWho is the Principal Partner of the Melbourne Cup?
  • 34. Welcome to the mainWho is the Principal Partner of the Melbourne Cup? Emirates
  • 35. Welcome to the mainWho is the Principal Partner of the Melbourne Cup? EmiratesWhat is the primary colour used on visual communication?
  • 36. Welcome to the mainWho is the Principal Partner of the Melbourne Cup? EmiratesWhat is the primary colour used on visual communication? Pink
  • 37. Welcome to the mainWho is the Principal Partner of the Melbourne Cup? EmiratesWhat is the primary colour used on visual communication? PinkWhat’s the Melbourne Cup slogan?
  • 38. Welcome to the mainWho is the Principal Partner of the Melbourne Cup? EmiratesWhat is the primary colour used on visual communication? PinkWhat’s the Melbourne Cup slogan? The celebration that stops a nation
  • 39. Welcome to the mainWho is the Principal Partner of the Melbourne Cup? EmiratesWhat is the primary colour used on visual communication? PinkWhat’s the Melbourne Cup slogan? The celebration that stops a nationWhen is the Melbourne Cup held?
  • 40. Welcome to the mainWho is the Principal Partner of the Melbourne Cup? EmiratesWhat is the primary colour used on visual communication? PinkWhat’s the Melbourne Cup slogan? The celebration that stops a nationWhen is the Melbourne Cup held? 1st Tuesday of November
  • 41. Welcome to the mainWho is the Principal Partner of the Melbourne Cup? EmiratesWhat is the primary colour used on visual communication? PinkWhat’s the Melbourne Cup slogan? The celebration that stops a nationWhen is the Melbourne Cup held? 1st Tuesday of NovemberWhat racecourse is associated with the Melbourne Cup?
  • 42. Welcome to the mainWho is the Principal Partner of the Melbourne Cup? EmiratesWhat is the primary colour used on visual communication? PinkWhat’s the Melbourne Cup slogan? The celebration that stops a nationWhen is the Melbourne Cup held? 1st Tuesday of NovemberWhat racecourse is associated with the Melbourne Cup? Flemington
  • 43. Welcome to the main
  • 44. Welcome to the mainIn 2010,
  • 45. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival?
  • 46. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000
  • 47. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000
  • 48. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000
  • 49. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000
  • 50. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000
  • 51. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse?
  • 52. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million
  • 53. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million
  • 54. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million
  • 55. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million d. $3.2 million
  • 56. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million d. $3.2 million
  • 57. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million d. $3.2 millionWhat percentage of people in Australia was aware of MCup?
  • 58. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million d. $3.2 millionWhat percentage of people in Australia was aware of MCup? a. 50%
  • 59. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million d. $3.2 millionWhat percentage of people in Australia was aware of MCup? a. 50% b. 75%
  • 60. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million d. $3.2 millionWhat percentage of people in Australia was aware of MCup? a. 50% b. 75% c. 44%
  • 61. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million d. $3.2 millionWhat percentage of people in Australia was aware of MCup? a. 50% b. 75% c. 44% d. 63%
  • 62. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million d. $3.2 millionWhat percentage of people in Australia was aware of MCup? a. 50% b. 75% c. 44% d. 63%
  • 63. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million d. $3.2 millionWhat percentage of people in Australia was aware of MCup? a. 50% b. 75% c. 44% d. 63%How many sponsors (companies) were involved in MCup?
  • 64. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million d. $3.2 millionWhat percentage of people in Australia was aware of MCup? a. 50% b. 75% c. 44% d. 63%How many sponsors (companies) were involved in MCup? a. 42
  • 65. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million d. $3.2 millionWhat percentage of people in Australia was aware of MCup? a. 50% b. 75% c. 44% d. 63%How many sponsors (companies) were involved in MCup? a. 42 b. 53
  • 66. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million d. $3.2 millionWhat percentage of people in Australia was aware of MCup? a. 50% b. 75% c. 44% d. 63%How many sponsors (companies) were involved in MCup? a. 42 b. 53 c. 44
  • 67. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million d. $3.2 millionWhat percentage of people in Australia was aware of MCup? a. 50% b. 75% c. 44% d. 63%How many sponsors (companies) were involved in MCup? a. 42 b. 53 c. 44 d. 66
  • 68. Welcome to the mainIn 2010,Aprox. How many people attended after the 4th day inCarnival? a. 200,000 b. 350,000 c. 450,000 d. 250,000What was the prize for the winning horse? a. $4 million b. $2.8 million c. $3.6 million d. $3.2 millionWhat percentage of people in Australia was aware of MCup? a. 50% b. 75% c. 44% d. 63%How many sponsors (companies) were involved in MCup? a. 42 b. 53 c. 44 d. 66
  • 69. Welcome to the main
  • 70. Welcome to the mainWhat are the two social media used to support andpromote the Melbourne Cup?
  • 71. Welcome to the mainWhat are the two social media used to support andpromote the Melbourne Cup? Facebook and Twitter
  • 72. Welcome to the mainWhat are the two social media used to support andpromote the Melbourne Cup? Facebook and TwitterMention at least one of the two symbols used as aFashion augmentation of Melbourne Cup
  • 73. Welcome to the mainWhat are the two social media used to support andpromote the Melbourne Cup? Facebook and TwitterMention at least one of the two symbols used as aFashion augmentation of Melbourne Cup Flowers | Fascinators
  • 74. Welcome to the mainWhat are the two social media used to support andpromote the Melbourne Cup? Facebook and TwitterMention at least one of the two symbols used as aFashion augmentation of Melbourne Cup Flowers | FascinatorsWhat is the name of the event that promote theMelbourne Cup nationally and around the world?
  • 75. Welcome to the mainWhat are the two social media used to support andpromote the Melbourne Cup? Facebook and TwitterMention at least one of the two symbols used as aFashion augmentation of Melbourne Cup Flowers | FascinatorsWhat is the name of the event that promote theMelbourne Cup nationally and around the world? Melbourne Cup Tour
  • 76. Welcome to the mainWhat are the two social media used to support andpromote the Melbourne Cup? Facebook and TwitterMention at least one of the two symbols used as aFashion augmentation of Melbourne Cup Flowers | FascinatorsWhat is the name of the event that promote theMelbourne Cup nationally and around the world? Melbourne Cup TourGive one or two examples of “The Melbourne CupCelebration” places or events in a local scale
  • 77. Welcome to the mainWhat are the two social media used to support andpromote the Melbourne Cup? Facebook and TwitterMention at least one of the two symbols used as aFashion augmentation of Melbourne Cup Flowers | FascinatorsWhat is the name of the event that promote theMelbourne Cup nationally and around the world? Melbourne Cup TourGive one or two examples of “The Melbourne CupCelebration” places or events in a local scale At school, work, bar and restaurants, jokeys, special/ theme parties, river cruises, local races carnivals, fashion parades or live music performances.