Case Study - Gulf Cup Events 2014 - Brief

©Mennheim Associates©Headline Communication
Riyadh, KSA
18th January, 2015
This document is confidential and is intended solely for the use of the client to whom it is addressed. It should not be circulated without prior written permission of Headline Communication.
Confidential
Final report
Enhancing socio-economic
profile of Riyadh Governorate:
Gulf Cup Events

©Mennheim Associates©Headline Communication ©Mennheim Associates©Headline Communication
Introduction
• Kingdom of Saudi Arabia successfully hosted the 22nd Gulf Cup in Riyadh
• Riyadh Governorate launched a wide range of activities to enhance the
22nd Gulf Cup and engage the public
o Significant public interest towards Gulf Cup events
o Project implemented successfully within a short time frame with
strong support of Riyadh Governorate
• The objectives of this document are the following:
o Present the summary of the Gulf Cup events to HRH The Governor
o Discuss the observations and learnings extracted from the Gulf Cup
events
o Share our thoughts on the potential approach towards development
of 2015 Riyadh Governorate events roadmap
1

Executive summary: Key statistics
Overall, Gulf Cup events were a large campaign with significant public participation
100 event performances held
5+ million of print reach
48,000 attendees
~5 million of radio reach
2,340 man days used
514 articles published
12+ million of social media
impressions
Very positive public feedback
500+complex tasks finished 38 vendors contracted
2

Executive summary: Overview
Riyadh Governorate held 10 events supported by an awareness campaign
Cup revelation Country folklores GCC delegation lunch
Cup photography Food festival
Concert
Projections PlayStation Gulf cup
Poetry show
Headline / Mennheim responsibility
1
2
3
4
5
6
8
9
10
Headline / Mennheim support
Banner display7
3

Executive summary: Locations
15 different locations used for Gulf Cup events over city Riyadh
5Granada mall 4/7 King Fahd stadium
4/7
Prince Faisal stadium
King Abdulaziz hist. center
1
2/5
Kingdom mall
5Al Qasr mall
2/4/5
Panorama mall
2/4/5 King Abdullah park
3Holiday inn
3 King Fahd medical city
3
Saudi chambers
4 Al Salam parkKing Fahd cultural center
4
Green Stadium
2/6
Geographical location of individual events
3
Prince Sultan medical city Legend
1
2
3
4
5
6
7
Cup revelation
Cup photography
Projections
Country folklores
Food festival
PlayStation Gulf Cup
Banner display
• Locations with large
public footprint used
for multiple events
(e.g.: 3x Panorama mall
or 3x King Abdullah
park)
Highlights
4

Executive summary: Event timelines
A significant number of event performances was held in the two weeks
10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
• Prince Faisal Stadium
• King Fahad Medical City I
• King Fahad Stadium
• King Fahad Medical City II
• Salam park
• Panorama mall
• Holiday Inn Al Qahra
• Saudi Chambers Building
• King Abdullah park
• Kingdom mall
• Panorama mall
• Kingdom mall
• King Abdulaziz hist. center
Cup revelation
Projections
• King Fahd Culture Center
Cup photography
• Green stadium
Food festival (Malls)
Banner display
PlayStation Gulf Cup
• Granada mall
• Prince Faisal Stadium
• Panorama mall
• Al Qasr mall
• Green stadium
• King Fahad Stadium
Country folklores
Activity/Place
1
No. event
performances
1
1
2
12
10
10
9
7
7
Total: 100
1
2
3
4
5
6
1
4
4
2
3
1
1
7
7
2
2
7
3
3

Executive summary: Event performance frequency
Considerable number of event performances were held in parallel during Gulf Cup
4 4
4 4
4
4 4
1 1
1
1
3
4
4
4
4
4
4 4 4 4
22
1100 11
1
1
1
44
4
1
2
1
1
1
9
20-
Nov
11
19-
Nov
12
18-
Nov
9
17-
Nov
8
21-
Nov
16-
Nov
6
15-
Nov
9
14-
Nov
8
13-
Nov
4
12-
Nov
11-
Nov
10-
Nov
1
Ø 7
26-
Nov
4
25-
Nov
4
24-
Nov
4
23-
Nov
4
22-
Nov
7
Banner displayCup revelation Cup photography Projections Country folklores PS Gulf CupFood festival
Peak number of daily event performances
On avg. 7 event
performances held
per day
Number of event performances held per day
Total: 100

Executive summary: Man days
Significant effort was put into implementation of Gulf Cup events
TotalAWARENESS
CAMPAIGN
535
23%
BANNER
DISPLAY
20
1%
PS GULF
CUP
385
16%
FOOD
FESTIVAL
612
26%
COUNTRY
FOLKLORES
334
14%
PROJECTIONS
87
4%
CUP
PHOTO-
GRAPHY
52
2%
CUP
REVELATION
315
13%
100%
• In total more
than 2300 man
days in
execution of Gulf
Cup events
• Food festival, PS
Gulf Cup and
Awareness
campaign were
the most
intensive
activities
2340
HighlightsMan days used per event (inc. awareness campaign)
7

Executive summary: Awareness campaign
Broad campaign delivering significant visibility to Gulf Cup events
Media campaign overview Highlights
5+ million of
print reach
12+ million of
impressions on social
media
~5 million of
radio reach
TRADITIONAL
RadioPress Mupis Leaflets
ONLINE
Twitter Instagram YouTube Facebook
8

Executive summary: Press & Radio campaign reach
Strong reach across the country, particularly in Central region
Press campaign reach [million] Radio campaign reach [million]
Press reach
0.51
(9%)
100%
3.66
(68%)
Central region
Eastern region
Western region
5.38
1.21
(23%)
Source: Media Zone
Central region
100%
Eastern region
0.93
(19%)
Radio reach
1.93
(40%)
Western region
4.88
2.02
(41%)
10

Executive summary: Social media visibility
Twitter and Facebook as main drivers of online media coverage
Media Snapshot Impressions [million] Highlights
• 52k followers
• 176k engagements
• 1.8m celebrity
audience reach
• 1278 tweets posted
• 27k likes
• 121 posts on
timeline added
• 45 videos posted
• 2 live streaming
• 39k interactions on
Ltmsah video
• 49.1k likes
• 2.1k followers
• 449 pictures posted
8.2
2.1
0.5
1.2
11

Executive summary: Social media posts breakdown
Twitter used as the priority communication online media channel
Total
100%
23%
2%
66%
6%
1,278
45 1,893
449
121
# posts
Number of posts per social media channel1 Comments
• Almost 2,000
posts on social
media
• 2/3 of posts
done via Twitter
• Instagram as
the second
most active
channel
(1) Post = Update on social media channel of one: Tweet; picture; video; status
>110 posts per day 7th-23th Nov.
12

Executive summary: Twitter results deep dive
Significant public coverage achieved via Twitter
Achieved world-wide reach Comparison vs. official account
• Reached total number of impressions of 85.7m (inc. public re-tweets)
• Gained more than double the amount of followers compared to the official Gulf Cup Twitter
account (25k vs. 54k)
EventsOfficial
13

Executive summary: Media coverage
Gulf Cup events mentioned in more than 500 articles with significant space value
Printed media
Broadcasted
media (TV)
Online media
137 published
articles
7 TV clips
377 published
articles
Total value
1.3
(16%)
3.1
(39%)
3.6
(45%)
8.0
Covered in 30 countries
Space value
(SAR M)
14

Executive summary: Cup revelation
VIP event delivering a high profile introduction to Gulf Cup
Gallery & description Event highlights
200guests
2,400meals
315 man days
Video mapping
show
Cup revelation
ceremony
Cup photography Dinner
15

Executive summary: Cup photography
Significant demand for audience participation
Event highlights
8,000 people took
picture of the cup
5 venues visited
52 man days
Gallery & description
Individual
pictures
Group photos Selfies
16

Executive summary: Projections
Significant visibility throughout Riyadh
1.4 million
passenger exposure
369 hours of
beamed video
8projectors
Holiday Inn Saudi Chambers
King Fahad
Medical City I
King Fahad
Medical City II
17

Executive summary: Country folklores
Considerable public demand towards GCC cultural activities
15,000
participants
86 artists
51 shows
334 man days
National
folklore (Qatar)
Face painting Cheering public
National
supporters
18

Executive summary: Food festival
Major hit with significant demand towards interactive culinary events
Cooking show
(park)
Food sampling
Audience during
the show
Show visiting
celebrities
33,000 plates
24,000 attendees
120 hours of program
612 man days
21 different meals
7 chefs
19

Executive summary: Play Station Gulf Cup
Specialized youth event paving the way for future events
Event highlights
1,100 entry tickets
214k SAR of gifts
170 public games
385 man days
210 players
48 champions
8 nationalities
Tournament
stage
Players from
public
HRH Governor
playing PS
Qatari winners
20

Executive summary: Banner display
Extensive banner visibility secured by watching stadium audience
Event highlights
20 man days used
8 times displayed
(over 6 days)
+100k views1
Displayed banner Stadium audience
(1) 30% capacity of the stadiums assumed to be used during the games
21

Executive summary: Public feedback (1/2)
Very positive public feedback for the events indicating strong demand
Media Snapshot
Audio
Interview
“Thank you Amarah Al Riyadh; We look for more events like this”
“Very nice show, we are happy with the program and organization”
“New activity in KSA, we’d like to know more about GCC kitchen
and culture”
Video
interview
“The organization was amazing as expected from Riyadh”
“The festival activities were excellent and the organization was
amazing”
“I would like thank Amarah Al Riyadh for their amazing quality of
work”
“We thank the Governor of Riyadh for his continuous efforts,
always trying to be active as much as he can”
Excerpt
22

Executive summary: Public feedback (2/2)
Very positive public feedback for the events indicating strong demand
Media Snapshot
“It is nice to carry the actual cup; thank you for all the events you
put for the public”
“Surprise of the event, the Prince participated! He is truly the
Prince of the Youth”
“We will miss these nice events; the best I have seen”
“Nice folklore in King Abdullah Park, a lot of participation from
the public. The dancers are great”
“Thank you. We wish to see this level of organization in all the
events”
Excerpt
23

Executive summary: Media feedback (1/2)
Very positive media feedback towards Gulf Cup events
Media & articles
Excerpt
24

Executive summary: Media feedback (2/2)
Very positive media feedback towards Gulf Cup events Excerpt
Media & articles
25

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