event management&fundraising - successful case study

EVENT MANAGEMENT & FUNDRAISING

ADVERTISINGAND PUBLIC REALATIONS LAB

DepartmentofCommunication, Media & Culture, Panteion University

ATHENS 2012

REDBULL CLIFF DIVING WORLD SERIES 2011- ATHENS

As 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 image

Buzz-Create word of mouth

WHY?

Direct tight to brand position ( “Red Bull Gives You Wings”)

Enhance company’s brand image

Buzz-Create word of mouth

Invoke premium image of the brand

WHY?

Direct tight to brand position ( “Red Bull Gives You Wings”)

Enhance company’s brand image

Buzz-Create word of mouth

Invoke premium image of the brand

Develop a world sport series

WHY?

Direct tight to brand position ( “Red Bull Gives You Wings”)

Enhance company’s brand image

Buzz-Create word of mouth

Invoke premium image of the brand

Develop a world sport series

Increase 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-Athens

Event profile: 3rd stop (out of 7) of Cliff Diving World Series 2011, world’s top 12 cliff divers jump from 27m cliff in different styles-making tricks, these dives are scored by 5 high-diving judges. The top 5 divers in overall ranking will qualify automatically for next year’s competition. The top diver is crowned “World’s top diver of 2011”

WHAT?

Guest profile: Everyone

WHAT?

Guest profile: Everyone

Entry fees: Free

WHAT?

Guest profile: Everyone

Entry fees: Free

Event highlights: Several performances on the cliff before diving

WHAT?

Guest profile: Everyone

Entry fees: Free

Event highlights: Several performances on the cliff before diving

Event theme: Affiliated with the ancient world, Gods, Olympic discipline

WHAT?

Guest profile: Everyone

Entry fees: Free

Event highlights: Several performances on the cliff before diving

Event theme: Affiliated with the ancient world, Gods, Olympic discipline

Service providers: D.j, Sound engineers, Floor Managers, Production Managers, Directors, etc.

WHEN?

22 May 2011

WHERE?

Lake Vouliagmeni, AthensA lake on the outskirts of Athens, perfect venue to host the 3rd tour stop of the Red Bull Cliff Diving World Series 2011

WHO?

Organized mainly by Red Bull Hellas LTD., in association with Red Bull, many international Headquarters especially Red Bull Austria LTD.

WHO?

Organized mainly by Red Bull Hellas LTD., in association with Red Bull, many international Headquarters especially Red Bull Austria LTD.

It was ran by the whole Red Bull Hellas LTD. Team (70 people approx.) & partners

WHO?

Organized mainly by Red Bull Hellas LTD., in association with Red Bull, many international Headquarters especially Red Bull Austria LTD.

It was ran by the whole Red Bull Hellas LTD. Team (70 people approx.) & partners

Target audience : Everybody (It was expected to be attended by 5.000 people)

HOW?

Create a stop for the World Series at a culturally relevant location

HOW?

Create a stop for the World Series at a culturally relevant location

TV

HOW?

Create a stop for the World Series at a culturally relevant location

TVRADIO

HOW?

Create a stop for the World Series at a culturally relevant location

TVRADIOOUTDOOR

HOW?

Create a stop for the World Series at a culturally relevant location

TVRADIOOUTDOORPRINT

HOW?

Create a stop for the World Series at a culturally relevant location

TVRADIOOUTDOORPRINTEDITORIAL

HOW?

Create a stop for the World Series at a culturally relevant location

TVRADIOOUTDOORPRINTEDITORIALWEB

HOW?

Create a stop for the World Series at a culturally relevant location

TVRADIOOUTDOORPRINTEDITORIALWEBGUERILLA

ADDITIONAL REQUIRMENTS

Local Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)

ADDITIONAL REQUIRMENTS

Local Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)

Location Agreement

ADDITIONAL REQUIRMENTS

Local Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)

Location Agreement

3 HOTELS for : MEDIA, LIVE STREAMING REDBULL.TV / DIVERS / EMPLOYEES

ADDITIONAL REQUIRMENTS

Local 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 -> 9000 attended

WHY WAS IT SUCCESSFUL?

5000 ppl expected to attend -> 9000attended

External factors (WEATHER was good, no wind etc.)

WHY WAS IT SUCCESSFUL?

5000 ppl expected to attend -> 9000attended

External factors (WEATHER was good, no wind etc.)

Successful ad campaign

WHY WAS IT SUCCESSFUL?

5000 ppl expected to attend -> 9000attended

External factors (WEATHER was good, no wind etc.)

Successful ad campaign

Unique-ness of event- Unique experience of consumer that ONLY Red Bull can deliver

WHY WAS IT SUCCESSFUL?

5000 ppl expected to attend -> 9000attended

External factors (WEATHER was good, no wind etc.)

Successful ad campaign

Unique-ness of event- Unique experience of consumer that ONLY Red Bull can deliver

Draw HUGEmedia attention, social media buzz etc.

thank youfor your time

WE

Alexou Mirella @mirellation

Alevropoulou Alexia @AlexiaAlevropou

Dimitrakopoulou Aikaterini @KaterinaDimitrk

PapantonopoulosGiannis @giannis_pap2

Tutor: Tsene Lida