Marina Ferraro 1241769

Irina Gurova 1237833

Elitsa Kamburova 1315795

Nora Schwarz 1574631

Xi Jin 1563550

“Little Giro” all over Europe

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Action Plan: Bicycle training for kids Final competition Building up the “Junior dream team”

How to make Giro d’Italia more international?

• International → the main question to be focused

• Internationals in our group had no clear idea of what the Giro is → a lack of internationality

• We need to find out if our feelings were true

• Thus, Interviews, SWOT, and Stakeholder analysis

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„ Giro d‘Italia should really improve its image if I should ever watch it again after all that doping!“

„I am generally not interested in Bike Races, but if I can have a direct relationship with the sport and the athletes or celebrities, I will be excited about it for sure!“

Interviews

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„I typically enjoy the landscape and the climbing and the final spurt of the race and I also have my favorite athletes, that is why I pay attention to it every year!“

Male, Bulgaria, 21

Male, Italy, 51

Female, China, 24

SWOT analysis STRENGTHS WEAKNESSES

Relatively high prestige in road cycling race field Famous and supported within Italy Nice environment for road race Famous teams and stars

Low international awareness/visibility Distraction of famous teams lowers the severity of competition Doping problem

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OPPORTUNITIES THREATS

Increasing in the awareness of Road cycling sports internationally New entertainment trend Road cycling is a “folk” sport

Road cycling is a relatively “weak” sport Increasing competition within road cycling field Severe competition outside road cycling field

Key stakeholders

• TV broadcasters

• Magazines/Newspapers

• Websites

• Social media platforms (Facebook, Youtube)

Media • Gazzetta dello sport

• RCS Group (agency)

GIRO

• Sponsor for teams

• Sponsor for Giro

Sponsor

• Live audience

• Media audience

• Fans

Audience

• Government, Municipal

• Local community

Local

• Cycling clubs, teams

• Athletes

Participants

• Tour de France

• Other road cycling races

Competitors

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INTERNATIONAL!! Visibility Awareness Image

KIDs • SWOT Analysis

• Interviews

• Stakeholders • Mass Public

• Media

• Families

Primary Activities:„Little Giro“ Bike training for kids in 10 countries

– Cooperation with local bicycle schools

– Children from 6 to 12 years

– 5 groups of 20 kids each

– Each group trains for 2 hours per day

– 3 days of training, Easter holiday camp

Final race on the 4th day in a park with an event

Celebrities, testimonials, (former) athletes are attending

All children who took part to the course

Open public event

Create the „ Junior dream team“

– Select one kid of each country

– Through final competition of „Little Giro“

– 10 kids will accompany the Giro and athletes as testimonials

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Country A Country B Country C

Testimonial team

Secondary Activities

Aperitivo at the final event

Italian hospitality, mediterrean values

Because Giro is showing the beauty of Italy

Public viewing of greatest moments of Giro of all time in HD

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Fancy Bicycle Parade 1 week before the Giro Invite through social media Ancient and funny bicycles, tandem, BMX With Giro Flags everywhere

Public Viewing during the Giro d‘Italia On main squares HD in the chosen cities in Europe

Aperitivo at the final event

Italian hospitality, mediterrean values

Because Giro is showing the beauty of Italy

Public viewing of greatest moments of Giro of all time in HD

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Locations

SELECTION CRITERIA: -TV broadcaster

-Bicycle interest

-Cycling infrastructures

-Landscape

• Related to our goal

– Involve the whole family through kids, and finally the whole local community

– Improve Giro image outside Italy

– Create long-term value by taking „Little Giro“ as a yearly event

– Generate awareness by younger generations, being our core for the future

– Attract media attention with final competition and kids testimonial team

• Based on Giro’s SWOT features

– Distract audiences from doping problem, charging the image with positive values

– Take advantage from the features of Giro: everybody, even little kids can learn how to enjoy Giro and its values

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Why organize the „Little Giro“?

Comparable initiatives

Gillette Football Academy

Soccer, Bulgarian association to train kids funded also by 5% of the price of Gillette products, every year the best kids win 1 year training at F.C. Barcelona

DANONE Nations Cup Soccer, kids competition 11-12y., since 2000; 40 countries involved, high media interest abroad, 2.5mln children involved every year, 125000 spectators, 250 journalists

A.C. Milan Junior Camp Soccer, summer camp for kids 6-15 y., since 1999 16.000 participants in 2011

Benetton Camp Basketball, summer camp for kids 6-18y., since 1994

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Young talents programs present in different sports - Kids and younger people are interested in competing against each other - Cultivate young talents - Companies can increase their brand awareness being sponsor of the events

Comparable initiatives DANONE Nations Cup

• Following 1998 FIFA World Cup in France, Group DANONE created an international football tournament for kids.

• A soccer competition in cooperations with schools agreed with the FIFA.

• First edition in 1998: more than 1000 students from France

• High interest and enthusiasm thus becoming a yearly event

• First international edition in 2000

• In 2010 already 40 countries competed

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Comparable initiatives DANONE Nations Cup

• Designed for 11-12 years old kids

• Aydın Yılmaz is now a professional player of Galatasaray; a good example of the philosophy of the event "Believe in your dreams"

• Zinedine Zidane - testimonial

• A way to promote the values of DANONE : Humanism, Open-mindedness, Proximity and Enthusiasm

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KPIs

Increase international visibility: - Number of kids participating

- Number of families members involved

- Number of public viewers

- Number of people reached by the parade

- Number of future attendants to the event

- Number of people reached by magazines and TV programs talking about the event

Increase international media interest:

- Number of articles on magazines

- Number of attending journalists/total number of invited journalists

- Number of discussions on social media

- Number of TV appearances

Increase international image:

- Number of positive articles/total number of articles

- Number of positive feedback from people attending the event

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How to realize the Event? • Marketing Communication

- To invite journalists

- Social media

- Guerilla Marketing: pink bicycles around the cities

• Possible Sponsorship/Partnership agreements with

- Local bicycle schools - Food and beverage shops

- Bicycle stores - Kids’ clothes shops

- Toy centers - Sports clothes shops

• Volunteers

- find trustworthy people to solve the problem of a lack of staff

• Invite past legends

- as special guest for the final event

- have took part to the Giro in the past years

- not related to doping

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Risk management

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Severity Probability

Insignificant Minor Moderate Significant Catastrophic

Certain

Likely ST

Possible PA HC

Unlikely LO SK

Remote LB

Risks Code Risks Code

Can't find suitable local schools LB Final events’ Location not approved by local government

LO

Problem with local partners PA shortage of staff abroad ST

Security problems with kids SK High costs - excess budget HC

Invite local volunteers

Insurance, education, food control

We reach the goal

• Events for kids

Involve their parents and families Develop in them a passion for cycling Future audience New sponsors

• Direct contact with potential fans through the events

Increase awareness Increase the reputation and good image of Giro d‘Italia

• Involvement of social media and media coverage Reach a broader audience abroad Build a fan base

• International Testimonials Junior Dream Team and international legends

To create international interest in Giro d‘Italia High media attention

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THANK YOU

29.05.2012 GIRO Field Project 23