This document outlines Reliance's marketing activation strategy for the 2011 ICC Cricket World Cup. The strategy includes distributing match tickets, allocating hospitality packages, and placing integrated event logos at venues. In-stadium activities will include distributing cheer items, branded kiosks, entertainment, and 'Reliance Cric Facts'. Promotional activities before the event included road shows displaying the tournament trophy across cities in India. The strategy aims to leverage the association through various employee and social media engagements. Key visibility elements at venues include perimeter boards, ground mats, sight screens, and presentation backdrops.

1. ICC
World
Cup
2011
BTL
ac3va3on
/
On
ground
/
Live
Marke3ng

2. Match
Tickets
• FOC
• OTB
• Addi3onal
match
3ckets
• Hospitality

3. Alloca3on
Process
• Disbursement
• Auditability
• Conflict
resolu3on
• Con3ngency
purchases

4. Integrated
Event
Logos

6. Reliance
BTL

7. In-­‐stadia
• Branded
cheer
items
at
all
matches
as
per
ICC
guidelines
(4s/6s
Placards,
Thunder
s3cks,
Umbrellas
&
Mini
Horns)
• To
ensure
visibility
on
telecast
• Agency
(8848
Sports)
engaged
to
co-­‐ordinate
storage
&
distribu3on
modali3es

8. In-­‐stadia
(Cont’d)
• In-­‐stadia
branded
kiosk
&
wall
charging
units
to
be
placed
within
venues
• Branded
Entertainment
(TBC
by
ICC)
• ‘Reliance
Cric
Facts’
–
ac3va3on
with
Cricket
facts/trivia
flashed
on
the
replay
screen
periodically
during
matches
at
all
venues
• Reliance
Blu-­‐Fi
(VAS
ac3va3on
with
TELIbrahma)

9. Miscellaneous
• Handsets
&
Data
cards
provided
to
ICC
team
• Pitched
for
Wi-­‐Fi
connec3on
at
Wankhade
Stadium,
Mumbai
(awai3ng
PO)

10. Placards
Umbrella
Thunder
S3cks
Mini
Horns
T-­‐shirts

13. Scope
of
ac3va3on

14. Concept

15. For
India
&
SL
Venues

19. For
Bangladesh
Venues
• Interac3ve
• Spectators
to
answer
all
8
Qs
correctly
to
win
goodies
• Short
Code
provided
by
Bangladeshi
vendor

23. Prior
event
ac3va3ons
• Reliance
ICC
CWC
2011
Trophy
Preview
-­‐
Phase
I
(October
13
to
16,
2010)
-­‐
Mumbai
–
Lucknow
–
Indore
–
Hyderabad
-­‐
ICC
Ambassador
–
Syed
Kirmani
&
Madan
Lal
-­‐
Phase
II
(February
04
to
08,
2011)
-­‐
Jaipur
–
Kochi
–
Baroda
–
Coimbatore
–
DAKC
-­‐
ICC
Ambassador
–
Roger
Binny
(2
centres)
• Trophy
taken
on
road
shows
in
cavalcade
under
high
security
• Displayed
near
prominent
Reliance
outlets
&
malls
• Trophy
preview
organized
for
media
in
presence
of
noted
dignitaries
from
cricket/sports
• Extensive
PR
mileage
in
electronic
&
print
media
at
all
loca3ons
• Opportunity
provided
to
local
customers
&
trade
partners
to
view
the
trophy
and
wish
par3cipa3ng
teams

24. Reliance
Trophy
Preview
(Phase
I)

26. Media
Releases
(Phase
I)

27. Reliance
Trophy
Preview
(Phase
II)

28. Cavalcade
in
Jaipur
with
branded
bus

29. Leveraging
the
associa9on

30. Employee
engagement
• Le_er
from
HR
invi3ng
all
to
Reliance
ICC
CWC
2011
Trophy
display
at
DAKC
(3
loca3ons)
• Wall
paper
with
event
associa3on
(Proposed)
• Countdown
3mer
along
with
online
match
schedule
on
MyWorld
portal
• People
Connect
(Feb
2011)
coverage
of
event

32. MyWorld
Portal
(Countdown)

33. On-­‐line
scheduler
(Screen
shot)

34. Match
Scheduler

35. Key
Ground
Visibility
• Perimeter
board
(Sta3c
&
LED)
• Ground
Mats
-­‐
Behind
bowler
-­‐
Square
of
wicket
• Sight
Screen
• Perimeter
Rope
• Presenta3on
Backdrop

36. Perimeter
board

37. Ground
Logo

38. Ground
Logo
–
Square
of
wicket

39. Sight
Screen
1
:
1

40. Sight
Screen
1
:
2

41. Perimeter
Rope

42. Presenta3on
Back
drop

43. A
clear
Strategy,
focussed
execu9on
,
and
constant
feedback
…..Contact
Peshwa.expert@gmail.com
For
any
such
roll
out