storytelling + roi =...

Event Marketing’s Role in Place Branding Storytelling + ROI = OMG

Presenter: Russell Reimer, Manifesto Sport Management Canadian Sport Tourism Alliance

2014 Sport Event Congress

WHAT IS OMG?

OMG: Events that build your regional reputation, bring vitality to your facility icons, deliver economic impact, and position your place brand in the minds of targeted

consumers through a meaningful story

WHY IS OMG IMPORTANT?

A robust brand is the single most important asset for any destination. It drives an emotional connection to consumers that travel through the activities they’re

most passionate about.

OMG OBJECTIVES

STORYTELLING •  Editorial/media impressions •  Cumulative national and worldwide television within target markets •  Thematic integration, visual engagement, cultural identity becomes a

character •  Residual event impact

RETURN ON INVESTMENT •  Hotel room nights •  Out-of-region (OOR) spectators/participants (VFR) •  Net economic impact (STEAM Assessment) •  Advertising Value Equivalency (AVE) •  Residual hosting value and legacy facility value

RED BULL X-FIGHTERS

OMG Objective: To bring together Calgary’s traditional western cultural identity and a new growing national and international audience of adrenaline sports fans

RED BULL X-Fighters Calgary

RED BULL X-FIGHTERS

World Cup Roundtable

RED BULL X-FIGHTERS

RESULTS

STORYTELLING •  Traditional western culture meets freestyle motocross •  Full thematic, brand story and iconic venue brand integration •  Calgary’s cultural identity becomes a character in the event story

ROI •  Sold-out crowd of over 21,000 •  Economic: 43% OOR spectators; 4276 hotel room nights; $6M Net GDP •  Editorial: 39,000,000 impressions •  Broadcast: 29+ hours of national/international television coverage

OMG!

WORLD CUP ROUNDTABLE

OMG Objective: To position Alberta as a must-see and must-do international winter sports destination through

World Cups hosted in Calgary and the Bow Corridor

WORLD CUP ROUNDTABLE

RESULTS

STORYTELLING •  High-participation sports created “must-do” context in targeted markets •  Travel Alberta international in-broadcast features •  Supplementary target-market advertising

ROI •  Over 455 cumulative hours of international broadcast coverage •  300,000,000 viewers over 10 World Cups •  86% of viewers within Travel Alberta’s primary markets in Europe •  AVE of over 41,000, 30-second commercials (2010) •  50 times ROI for Travel Alberta

OMG!

TRANSROCKIES CHALLENGE

OMG Objective: To completely redefine a mountain bike stage race, amplify the challenge through visual

storytelling and position the Rockies as a must-do destination

TRANSROCKIES CHALLENGE

RESULTS

STORYTELLING •  Rebranded as the Tour de France Rocky-Mountain style •  High-participation sport created “must-do” context •  Travel Alberta international in-broadcast features with targeted athletes •  Editorialized worldwide as the “toughest mountain bike race on earth”

ROI •  Sold-out TransRockies Challenge in following year (350 teams) •  Over 250 cumulative hours of coverage, FREE broadcast distribution •  Storytelling assets for Travel Alberta to strengthen summer offerings

OMG!

RED BULL CRASHED ICE

OMG Objective: To work collaboratively with Red Bull Canada to win the international bid for Edmonton,

Alberta and align with the Winter City Strategy

CASE STUDY RED BULL CRASHED ICE EDMONTON


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HOW TO OMG?

1.  Identify Platform: Events, Team, Place/Venue – Where is the opportunity to build reputation?

2.  Assess Infrastructure: Historical venues, location assets and facility icons to create potential for differentiation and story

3.  Define Concept/Story: Winter sport, action sports, golf, curling,

hockey etc. What is your story?

4.  Effectively Distribute: Launch the brand and event story into targeted markets nationally and in the global marketplace

Source: Place Branding and Public Diplomacy, Volume 3, 1 (2007)

CONCULSIONS

•  If you want an OMG result, begin with an OMG objective •  Target and bid for events that build a region of reputation •  Focus on must-do (not just must-see) destination storytelling •  Consider events as an extension of your civic brand strategy •  Amplify brand integration and storytelling for all events

Manifesto Sport Management Russell Reimer, President

Office: (403) 719.0780 Cell: (403) 585.8242

Email: [email protected]

Web: www.manifestosport.com Twitter: @manifesto_sport

storytelling + roi =...

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