Commonwealth Games 2010Integrated Marketing & Communication Elements 1

CategoriesMascots, Logo & SlogansBank Notes, Coins and StampsMerchandisingBank SchemesVideo Games & FilmsOOH Colleges InvolvementMultimediaIndia On Road CampaignPromoting in Other Sports EventsMarathon 300,200, 100 days prior to eventOnlinePost Offices & Other Government InstitutionsCorporate Advertising2

Multimedia

India On Road Campaign

Promoting in Other Sports Events

Marathon 300,200, 100 days prior to event

Online

Post Offices & Other Government Institutions

Corporate Advertising

Mascots, Logo & Slogans3Shera, is the mascot of CWG. Shera truly represents the modern Indian. He is an achiever with a positive attitude, a global citizen but justifiably proud of his nation’s ancient heritage.The logo of the CWG Delhi is inspired by the Chakra, the national symbol of freedom, unity and power.The logo tagline is in an invitation to every person across all divides – Indian and Commonwealth - to let go of themselves and participate in the Games to the best of their abilities, in the true sprit of the Games.

Shera, is the mascot of CWG. Shera truly represents the modern Indian. He is an achiever with a positive attitude, a global citizen but justifiably proud of his nation’s ancient heritage.

The logo of the CWG Delhi is inspired by the Chakra, the national symbol of freedom, unity and power.

The logo tagline is in an invitation to every person across all divides – Indian and Commonwealth - to let go of themselves and participate in the Games to the best of their abilities, in the true sprit of the Games.

Launch limited edition currency notes and coins for CWG. Famous Athletes or Stadium can be imprinted on notes Postal stamps similar to the one introduced in 1982 Asiad Games should be launched. Printing of CWG Inland letters and post cards.Bank Notes, Coins & Stamps4

MerchandisingCWG specific outlets to be launched in metros. Vending machines dispensing merchandise at metro & railway stationPartnerships to launch special merchandise like – Mobile Phones, Bags , Sports EquipmentsSpecially designed for CWG Indian Art & Craft souvenir to be promoted and sold across the world Games merchandise like mascots, apparel, key chains, mugs, t-shirtsOnline shops to provide access to the merchandise all over the world5

CWG specific outlets to be launched in metros. Vending machines dispensing merchandise at metro & railway station

Partnerships to launch special merchandise like – Mobile Phones, Bags , Sports Equipments

Specially designed for CWG Indian Art & Craft souvenir to be promoted and sold across the world

Games merchandise like mascots, apparel, key chains, mugs, t-shirts

Online shops to provide access to the merchandise all over the world

Innovative Schemes6CWG special Fixed Deposit Schemes with maturity during the games to increase spending during games.Start events like Guinness book of world record signature campaign with the objective to send Best wishes to our team throughout the country.Brand Government initiatives like “Green Delhi” as “Commonwealth Green Delhi”. Brand “Delhi” a “Delhi 2010(twenty ten)” in all announcements in railway stations, airports and state transports.“Incredible India” branded with CWG and offer packages for tourism during gamesCWG specific volunteer plan to generate participation from all sections of society.Bus Tickets and Railway tickets advertising CWGCWG designed auto rickshaws launched with easy financingCultural festivals in tourist locations promoting CWG

Video Games & Films7Video games can be developed and launched on platforms like Nintendo, Sony PS3, XBOX or PC. Animated movies showcasing India, Delhi , CWG spirit can be developed to attract the large population under 15 years of age.Browser based online games showcasing spirit of Delhi and common wealth gamesAdvertising in Cineplex and multiplex promoting CWG

There are around 2500 bus stops in Delhi , in few stops we can have games messages, mascots or games slogans writtenOOH – Bus Stops 8Delhi is ready

New Low floor buses can be used for advertising to promote games and Delhi outside and inside IndiaCommon Wealth Express Train can be launched to spread the spirit and message of games all over India CWG special Autos to be designed and plied across Delhi and other citiesOOH – Designer Buses , Autos & Trains9Delhi is ready

Promote CWG through civic amenities like sulabh shauchalaya through out the country. NHAI , Skyscrapers to be used for promoting gamesOOH – Buildings , Civic Amenities10Delhi is ready

Giant Screens to be installed in major areas of DelhiThese screens can be used to show live matches, ads, news, weather updates. These should be installed permanently and they have a potential to usher in feeling of togetherness and unityOOH- Giant Screens & Billboards11Delhi is ready

Schools ,Colleges & Universities Involvement - India12Tap the power of youth all over IndiaCompetitions and Contests in school ,colleges and universitiesDrawing Competitions, Sports events Essay writing, Photography contests Winners to be given free tickets to the eventCultural Activities with eminent personalities promoting CWGGroup Events like - Paint a 5Km long cloth in many colleges simultaneously wishing all the best to our Athletes. Enter this into Guinness book of recordsPromoting CWG through partnerships with state sports associations and university/colleges/school sports events

Tap the power of youth all over India

Competitions and Contests in school ,colleges and universities

Drawing Competitions, Sports events

Essay writing, Photography contests

Winners to be given free tickets to the event

Cultural Activities with eminent personalities promoting CWG

Group Events like - Paint a 5Km long cloth in many colleges simultaneously wishing all the best to our Athletes. Enter this into Guinness book of records

Promoting CWG through partnerships with state sports associations and university/colleges/school sports events

Schools , Colleges & Universities Involvement - International13Involve Indian students present in universities/colleges throughout the world, specially in commonwealth nationsIndians abroad could be identified to promote CWG in their universities/colleges. Material, videos and other relevant material to be provided to them to promote the event.Online forum to discuss the events and the Delhi/travel related information to be provided. Bringing out International Newsletter with information related to developments in CWG and articles from eminent athletes.

Involve Indian students present in universities/colleges throughout the world, specially in commonwealth nations

Indians abroad could be identified to promote CWG in their universities/colleges. Material, videos and other relevant material to be provided to them to promote the event.

Online forum to discuss the events and the Delhi/travel related information to be provided. Bringing out International Newsletter with information related to developments in CWG and articles from eminent athletes.

Multimedia Release DVD internationally, highlighting about Commonwealth Games 2010, Delhi and IndiaRelease multimedia CDs showcasing the achievements of Indian athletes Music Album of audio and video theme songs dedicated to CWG201014

Release DVD internationally, highlighting about Commonwealth Games 2010, Delhi and India

Release multimedia CDs showcasing the achievements of Indian athletes

Music Album of audio and video theme songs dedicated to CWG2010

Marathon to promote the spirit of CWGConduct series of City Marathon in major spreading the message of CWG GamesIn International Marathons Shera, CWG mascot, can be placed inviting people to come to IndiaCelebrities, Sports Legends and Athletes can be asked to promote CWG during these marathon15

Promoting CWG in other Sports Events16CWG2010 can be promoted in other sporting events taking place in or outside IndiaAirtel Delhi Half Marathon - 1st NovemberSouth East Asian Games - DecemberSingapore Marathon - 12th DecemberCricket India-Australia Series – Nov/Dec 09Youth Olympic Games – Singapore , August 2010Winter Olympics – Vancouver , February 2010IPL – 3 April-May 2010Other National Events

India on Road Campaign Convoy of vehicles – cars, trucks , bikers and other sports enthusiasts on road to nook and corner of India Conducting Fun games , telling about CWG Games , trying to spread the importance of sportsPromoting CWG thorugh street plays, social messages17

Online – CWG 2010 WebsiteNeed for an exhaustive website of CWG India 2010With Queen Baton about to begin , we need to cover each country in detail aboutGeneral Introduction , Culture ,Tourist PlacesSports Culture , Other stories about the country Website should have detail info about Delhi Hospitality Facilities , Dos & Don'ts etc Blogs and Forums18

India – Ingenuous Sports 19Advertise and promote CWG through traditional games like wrestling, kabaddi and kho-kho.

Roadmap for Marketing & Communicating Strategy20

Roadmap for Marketing & Communicating Strategycontd…21

Roadmap for Marketing & Communicating Strategycontd…22

Delhi, 2010We are waiting for you23

References24Singapore Youth Olympics - http://www.singapore2010.sgAsian Games 2010 - http://www.gz2010.cnCommon Wealth Games 2010 - http://en.wikipedia.org/wiki/2010_Commonwealth_GamesCommon Wealth Games 2010 - http://www.cwgdelhi2010.orgCWG 2006 - http://www.melbourne2006.com.Summer Olympics - http://en.beijing2008.cn/FIFA 2010 - http://www.fifa.com/worldcup/index.html