RED BULL CLIFF DIVING WORLD SERIES Polignano a mare

RED BULL CLIFF DIVING
WORLD SERIES
POLIGNANO A MARE
AGENDA
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Team and Orga
Project Budget
Timeline and
milestones
Look and feel
Event set-up
Branding concept
Activation approach
Q&A
HOST COUNTRY
TEAM
INTERNATIONAL
TEAM
TEAM AND ORGA
Florian Ruth
INT Project Leader
COMMS
Filipa Costa e Moura
Int. Project Comms
Manager
Jeanette Reindl
INT Project Leader
SPORT/ EVENT
Bernd Krainbucher
Int. Event Producer
Niki Stajkovic
Int. Sportive Director
EVENT
SPORT
COMMUNICATION
Joey Zuber
Sports Consultant
Coord. Qualifier
Federica Faj/Alessia Dordoni
COMMS
Alessandro Battaini
EVENT Production
Alessandro Battaini
PROJECT Leader
Alessandro Battaini
SPORT Topics related to Event
Florian Chevalier
SPORT Topics related to Athletes
PROJECT BUDGET
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Sport Budget: 225.000 € same as in 2013.
Budget split draft based on 2013 and 2010 Polignano set up:
• Event agency fees: 20k (including taking on responsibility)
• Event production:
 Event infrastructures (sound, audio, radio, exc.): 45k
 Event services (security, water security, speaker, dj, red
cross, internet connection,exc.): 20k
 Diving platforms: 30k
Event artworks (branding, btl materials, special tools): 15k
Hospitality expenses (food, travel and accomodation): 40k
Side acts and show: 10k
Prize money and athletes reimbursement: 40k
Taxes: 5k
TIMELINE AND
MILESTONES
2014
Dec 16th
2015
Event agency selected
2015
Feb 27th
March 27th
Final technical project
approved (platforms)
All permissions
signed by local
authorities and public
security forces
May 1st
June-July
Aug 29th
Sept 4th
Show and acts
approved and
confimed (side
acts, speakers,
exc.)
Brand and
materials
production
Local activation
by Field
Marketing team
and ATL
campaign start in
Puglia region
Patform
set-up
starts
Sept. 12th and 13th
Red Bull Cliff
Diving World Series
Polignano a Mare
(Ladies on Saturday,
Men on Sunday)
LOOK AND FEEL
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To define “look and feel” of 2015 event in Polignano a Mare we
took 2 different creative paths grounded on two distinct visual
references:
• The colorful traditional celebrative lights of Puglia mixed with
the “tufo” stone typical of Poignano a Mare.
LOOK AND FEEL
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Polignano a Mare most famous citizen Domenico
Modugno and its “Volare” international hit with its world
know chorus “nel blu dipinto di blu”.
EVENT SET UP
EVENT SET UP
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Platforms position (male and female)
EVENT SET UP
Judges
Media area
Hot Spot
FoRB
Area
Production
office
BRANDING
CONCEPT
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The “look and feel” will be adapted to the brand visibility tools
around the location and needed for event special moments:
• Platform: light and stone theme
BRANDING
CONCEPT
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Platform: Modugno’s “Nel blu dipinto di blu theme”
BRANDING
CONCEPT
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Selected “theme” will be declined on all event tools
and :
• Athletes’ presentation
• Trophies
• Hot spot
• Special Tools
(backdrop for athletes interviews, exc.)
BRANDING
CONCEPT
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Red Bull branding:
• Buoys
• Water entrance branding
Red Bull extra content:
• Red Bull Flying Bulls side act
+ possibly a “culture” act with
live music
ACTIVATION
APPROACH 360°
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BRAND DEPARTMENT
• ATL
RADIO: 6th-12th September
OOH: 30th-12th September
DIGITAL: 30th-12th September
SOCIAL: 30th-19th September
ACTIVATION
APPROACH 360°
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DIGITAL DEPARTMENT
• P.E.S.O approach:
 Paid: FB sponsored posts
 Earned: social mentions
 Shared: #cliffdiving
 Owned: redbull.it/redbullcliffdiving.com  story of the
previous Polignano editions, exc.
• Onsite activation: Instaprint Print your pictures with the Red
Bull Cliff Diving # and @redbullita (possibly related to sales)
ACTIVATION
APPROACH 360°
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FIELD MARKETING
• Activation will be focused on “summertime” as it will be
implemented in August on seaside locations through tools and
activities directly linked to holiday life:
“Crucidiving” (crosswords magazine) as main communication
tool on the beaches in Puglia during summer  perfect tool for
summer on the seaside
Sampling and event communication through non conventional
tools and actions: “pedalò” tasks on seaside, special tools for
boats, Red bull cliff diving platform carpets exc.
ACTIVATION
APPROACH 360°
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ON PREMISE
• Sales drive
• Warm up parties with Red Bull Cliff Diving visuals and tools
(eg. picture backdrop)
• Red Bull Cliff Diving gaming tour
• On premise clubs sale activation with FoRB Area invitations
for best performing barmen
ACTIVATION
APPROACH 360°
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OFF PREMISE
• Involvement of local supermarket chain (regional reach) as
partner of the event allowing event materials and dedicated
activations in partner’s stores around the Bari province
IMPULSE
• Communication material and functional messages related to
the can in hotel rooms in Polignano Area during the summer
period
ACTIVATION
APPROACH 360°
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SPORT
• Pre-event: together with the municipality involvement of all
commercial activities in Polignano and its province in a
contest to win special FoRB tickets for the best Cliff Diving
thematized store window in August (busiest month of the
year)
• Pre-event: Red Bull Cliff Diving workshop from the cliffs of
Polignano (selection still to be defined, could be linked to
social media or field marketing contacts in school and sportive
associations)
• During event: recycle activity still to be defined. Similar to
activity done during Soapbox Race 2014 and linked to on-site
sales.
Q&A
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Global partners and lock categories
Comm side requests and tools: crane? Dropping camera? exc.
Number of athletes, wildcards and fees
Is there any confirmed partner on intl level o any blocked
category?
Is there any reserved visibility spot reserved for international
partners?
Is there a story angle of the whole series? Is there any special
media activity that you already have in mind for Polignano (eg.
Pizza making…)?
Which are the collateral activities which need to be scheduled
(welcome dinner, lucky draw male and female (together?), exc.) ?
Thinking about 2010, is there anything you want to change?
Is there an updated International team and divers rooming list?
Can you confirm the costs from international side?
COMMUNICATION
PLAN
(FIRST DRAFT)
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2015 Communication
Target
Strategy to leverage the
WS
International Story Angles
National Strategies
National Story Angles
Media Partnership (Tbc)
Timeline
Communication Team
BACK TO POLIGNANO A MARE
AFTER 5 YEARS!
WHAT POLIGNANO CAN OFFER?
Great involment of local
people
Strong passion for water
sports
Unique venue
Traditional food
2015 COMMUNICATION
TARGET
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Create excitement and re-establish RBCDWS in all Italian media
Position RBCDWS as “the high-class diving competition with the
world’s best divers competing at the highest sportive level,
pushing the limits in extraordinary natural and urban venues.”
Establish strong media partnerships
Plan a long lead editorial campaign with very specific local
angles and activations covering the whole World Series
Increase 2013 results in Malcesine
STRATEGY TO LEVERAGE THE WS
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Mix and match International stories with local contents in order to
create different story angles
Bring media onsite also during the other stops and let them
experience the event
Use International comm. tools to leverage all the stops
Communicate the divers, focusing on their skills: body control,
self-confidence, concentration, mental control, courage.
Exploit national diver (Alessandro De Rose) to create proximity
with the fan
INTERNATIONAL STORY ANGLES
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Polignano a Mare is the homeland of the famous Italian singer
Domenico Modugno: his most famous song “Volare” is really well
known all over the world. We will continue to leverage on the link
between “Volare” (“Fly”) and the athletes flying with their dives.
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Polignano is a beautiful seaside resort, attended by a lot of
foreigner tourists, which has got the blue flag from FEE (Foundation
for Environmental Education) for its beautiful sea and its modern
services.
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The location, on the beautiful Adriatic sea, has already a strong
tradition of diving events and its villagers are great fans of this
discipline.
INTERNATIONAL STORY ANGLES
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Red Bull Cliff Diving World Series is not only the best
championship in the world where the best divers in the world take
part but also the best platform for the new talents show their skills
(thanks to the wildcards for each stop).
Both Men and Women competitions.
NATIONAL STRATEGIES
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Enlarge the media target
Select and exploit the right partners/spokespersons/ambassadors
Special contents production
Exploit Series outstanding moving images
NATIONAL STORY ANGLES
MEDIA PITCH ANGLES
TYPE OF MEDIA
EXAMPLES
The world best cliff divers and 27 meters drop; the
Red Bull Cliff Diving in Italy. Announcement on a
national basis
TV, daily & sport
newspapers, local
Gazzetta dello Sport, TuttoSport,
Corriere, Repubblica
After 5 years, Red Bull brings back to Polignano the
Cliff Diving event. Last edition in 2010 more than
30.000 people attended the event.
Local media (print,
radio and TV)
Telenorba, Radio Ciccio riccio, Il
Corriere del Mezzogiorno
Interesting facts on the cliff diving discipline (speed,
depth of water, impact) and the link between mind
and body in sport.
Science and
Educational
magazine
Focus, Wired, Voyager, TG 3
Leonardo
Men versus Women: the two faces of the cliff diving.
Double interview with 2 divers.
Newsmagazine,
sports magazine,
female magazines
Sportweek, Sky Sport, Rai Sport,
Glamour, Vanity Fair, Io Donna,
Vogue Sport
Advices on how to stay in shape this summer?
Italian diver Alessandro De Rose tells you how
Male Magazine
Men’s Heath, SportWeek, GQ
Polignano as the best place where the summer
doesn’t end: also in September sun, icecream, fun
and a cliff diving championship
Travel media
Dove, Conde Nast Traveller,
Panorama Travel
MEDIA PARTNERSHIP (TBC)
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PRINT & WEB
• Defining a partnership with Sport Network (Corriere dello
Sport + Tuttosport + online versions) in order to cover the
whole series.
Circulation
157.251 on
Monday,
168.903 other
days
Page Views
1.270.000
Unique user
219.046
Circulation
84.618 on
Monday,
90.076 other
days
Page Views
1.359.000
Unique user
204.673
MEDIA PARTNERSHIP (TBC)
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TV
• Defining a partnership with Mediaset or Dmax for the series
highlights format and special activation of the Italian stop.
Up to: 228.111 viewers (*)
Up to: 1.361.537 viewers (*)
(*) average day
MEDIA PARTNERSHIP (TBC)
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RADIO
• Defining a partnership with Radio 105 or RTL, national top
radios in Italy, to talk about RBCD Italy before the event, set live
links during the event and have one of their speaker as a cocommentator on site.
• Creation of a contest during their summer activities on the
beach to take the winners to experience the event in Polignano.
audience: 4.445.000 (*)
audience: 6.805.000 (*)
(*) average day
TIMELINE
2015
January
International launch of
the new RBCDWS
March
May
Launch of the new
RBCDWS to national
media
Press kit distribution
to national media
July-Aug-Sept
Sept 10th
Sept. 12th and 13th
Communication
to local media
Teaser dive.
Distribution of
newscut and
pictures on
national and
international
basis
Event days.
Post event contents
distribution
All international stops will be communicated
to Italian media according to your timing
COMMUNICATION
TEAM ;-)
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Bettina Pieri
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Federica Faj
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Alessia Dordoni
THANK YOU