Event Management & Fundraising successful case study
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Event Management & Fundraising successful case study

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As part of out Event Management & Funding lab class at Panteion University Athens, we had to pick an event we consider successful and explain why.

As part of out Event Management & Funding lab class at Panteion University Athens, we had to pick an event we consider successful and explain why.

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Event Management & Fundraising successful case study Event Management & Fundraising successful case study Presentation Transcript

  • EVENT MANAGEMENT &FUNDRAISINGADVERTISINGAND PUBLIC REALATIONS LABDepartment of Communication, Media &Culture, Panteion University ATHENS 2012
  • REDBULL CLIFF DIVING WORLD SERIES 2011- ATHENSAs an example of successful event management case
  • WHY?Direct tight to brand position ( “Red Bull Gives You Wings”)
  • WHY?Direct tight to brand position ( “Red Bull Gives You Wings”)Enhance company’s brand image
  • WHY?Direct tight to brand position ( “Red Bull Gives You Wings”)Enhance company’s brand imageBuzz-Create word of mouth
  • WHY?Direct tight to brand position ( “Red Bull Gives You Wings”)Enhance company’s brand imageBuzz-Create word of mouthInvoke premium image of the brand
  • WHY?Direct tight to brand position ( “Red Bull Gives You Wings”)Enhance company’s brand imageBuzz-Create word of mouthInvoke premium image of the brandDevelop a world sport series
  • WHY?Direct tight to brand position ( “Red Bull Gives You Wings”)Enhance company’s brand imageBuzz-Create word of mouthInvoke premium image of the brandDevelop a world sport seriesIncrease company’s sales (indirectly)
  • WHAT?Event name: Red Bull Cliff Diving World Series 2011-Athens
  • WHAT?Event name: Red Bull Cliff Diving World Series 2011-AthensEvent profile: 3rd stop (out of 7) of Cliff Diving World Series2011, world’s top 12 cliff divers jump from a 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 year’s competition. The topdiver is crowned “World’s top diver of 2011”
  • WHAT?Guest profile: Everyone
  • WHAT?Guest profile: EveryoneEntry fees: Free
  • WHAT?Guest profile: EveryoneEntry fees: FreeEvent highlights: Several performances on the cliff beforediving
  • WHAT?Guest profile: EveryoneEntry fees: FreeEvent highlights: Several performances on the cliff beforedivingEvent theme: Affiliated with the ancient world, Gods, Olympicdiscipline
  • 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, FloorManagers, Production Managers, Directors, etc.
  • WHEN?22 May 2011
  • WHERE?LakeVouliagmeni, AthensA lake on the outskirts of Athens, perfect venue tohost the 3rd tour stop of the Red Bull Cliff DivingWorld Series 2011
  • WHO?Oganized mainly by Red Bull Hellas LTD., in association withRed Bull, many international Headquarters especially Red BullAustria LTD.
  • WHO?Oganized 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
  • 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)
  • HOW?Create a stop for the World Series at a culturally relevantlocation
  • HOW?Create a stop for the World Series at a culturally relevantlocationTV
  • HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIO
  • HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOOR
  • HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOORPRINT
  • HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOORPRINTEDITORIAL
  • HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOORPRINTEDITORIALWEB
  • HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOORPRINTEDITORIALWEBGUERILLA
  • ADDITIONAL REQUIRMENTSLocal Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)
  • ADDITIONAL REQUIRMENTSLocal Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)Location Agreement
  • ADDITIONAL REQUIRMENTSLocal Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)Location Agreement3 HOTELS for : MEDIA / DIVERS / EMPLOYEES
  • ADDITIONAL REQUIRMENTSLocal Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE) Location Agreement 3 HOTELS for : MEDIA, LIVE STREAMING REDBULL.TV / DIVERS / EMPLOYEES Extreme safety measures for divers & audience
  • WHY WAS IT SUCCESSFUL?5000 ppl expected to attend -> 9000attended
  • WHY WAS IT SUCCESSFUL?5000 ppl expected to attend -> 9000attendedExternal factors (WEATHER was good, no wind etc.)
  • WHY WAS IT SUCCESSFUL?5000 ppl expected to attend -> 9000attendedExternal factors (WEATHER was good, no wind etc.)Successful ad campaign
  • 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
  • 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 deliverDrew HUGEmedia attention, social media buzz etc.
  • thank you for your time
  • WEAlexou Mirella @mirellationAlevropoulou Alexia @AlexiaAlevropouDimitrakopoulou Aikaterini @KaterinaDimitrkPapantonopoulosGiannis @giannis_pap2Tutor: Tsene Lida