Event Management&Fundraising - Successful Case Study

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Successful case study or Red Bull Cliff Diving World Series 2011, Athens.
Department of Communication, Media & Culture
Panteion University of Athens

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Event Management&Fundraising - Successful Case Study

  1. 1. EVENT MANAGEMENT &FUNDRAISINGADVERTISINGAND PUBLIC REALATIONS LABDepartmentofCommunication, Media & Culture, PanteionUniversity ATHENS 2012
  2. 2. REDBULL CLIFF DIVING WORLD SERIES 2011- ATHENSAs an example of successful event management case
  3. 3. WHY?Direct tight to brand position ( “Red Bull Gives You Wings”)
  4. 4. WHY?Direct tight to brand position ( “Red Bull Gives You Wings”)Enhance company’s brand image
  5. 5. WHY?Direct tight to brand position ( “Red Bull Gives You Wings”)Enhance company’s brand imageBuzz-Create word of mouth
  6. 6. 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
  7. 7. 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
  8. 8. 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)
  9. 9. WHAT?Event name: Red Bull Cliff Diving World Series 2011-Athens
  10. 10. 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 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”
  11. 11. WHAT?Guest profile: Everyone
  12. 12. WHAT?Guest profile: EveryoneEntry fees: Free
  13. 13. WHAT?Guest profile: EveryoneEntry fees: FreeEvent highlights: Several performances on the cliff beforediving
  14. 14. WHAT?Guest profile: EveryoneEntry fees: FreeEvent highlights: Several performances on the cliff beforedivingEvent theme: Affiliated with the ancient world, Gods, Olympicdiscipline
  15. 15. 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, Floor Managers,Production Managers, Directors, etc.
  16. 16. WHEN?22 May 2011
  17. 17. WHERE?LakeVouliagmeni,AthensA lake on the outskirts of Athens, perfect venue tohost the 3rd tour stop of the Red Bull Cliff DivingWorld Series 2011
  18. 18. WHO?Organized mainly by Red Bull Hellas LTD., in association withRed Bull, many international Headquarters especially Red BullAustria LTD.
  19. 19. 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.) & partners
  20. 20. 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)
  21. 21. HOW?Create a stop for the World Series at a culturally relevantlocation
  22. 22. HOW?Create a stop for the World Series at a culturally relevantlocationTV
  23. 23. HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIO
  24. 24. HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOOR
  25. 25. HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOORPRINT
  26. 26. HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOORPRINTEDITORIAL
  27. 27. HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOORPRINTEDITORIALWEB
  28. 28. HOW?Create a stop for the World Series at a culturally relevantlocationTVRADIOOUTDOORPRINTEDITORIALWEBGUERILLA
  29. 29. ADDITIONAL REQUIRMENTSLocal Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)
  30. 30. ADDITIONAL REQUIRMENTSLocal Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)Location Agreement
  31. 31. ADDITIONAL REQUIRMENTSLocal Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)Location Agreement3 HOTELS for : MEDIA, LIVE STREAMING REDBULL.TV / DIVERS/ EMPLOYEES
  32. 32. ADDITIONAL REQUIRMENTSLocal Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)Location Agreement3 HOTELS for : MEDIA, LIVE STREAMING REDBULL.TV / DIVERS/ EMPLOYEESExtreme safety measures for divers & audience
  33. 33. WHY WAS IT SUCCESSFUL?5000 ppl expected to attend -> 9000 attended
  34. 34. WHY WAS IT SUCCESSFUL?5000 ppl expected to attend -> 9000attendedExternal factors (WEATHER was good, no wind etc.)
  35. 35. WHY WAS IT SUCCESSFUL?5000 ppl expected to attend -> 9000attendedExternal factors (WEATHER was good, no wind etc.)Successful ad campaign
  36. 36. 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
  37. 37. 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 deliverDraw HUGEmedia attention, social media buzz etc.
  38. 38. thank you for your time
  39. 39. WEAlexou Mirella @mirellationAlevropoulou Alexia @AlexiaAlevropouDimitrakopoulou Aikaterini @KaterinaDimitrkPapantonopoulosGiannis @giannis_pap2Tutor: Tsene Lida

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