Section 5: Promotions, Marketing, Sponsorship and Special Events Table of Content

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1 Section 5: Promotions, Marketing, Sponsorship and Special Events Table of Content 5.1 PROMOTIONS, PUBLIC RELATIONS & GOVERNMENT a) Event Promotional Objectives b) Spectator Promotions c) Youth Promotions d) Athlete Promotions e) Local Event Website Promotions f) Community Relations g) Government Relations 5.2 MEDIA PROMOTIONS a) Triathlon Specific Media b) International Media c) Local and National Media Story Ideas d) Souvenir Program 5.3 CHAMPIONSHIP SPECIAL EVENTS a) Pasta Party b) Gala Awards Banquet c) Opening Ceremonies d) VIP Reception e) On-site VIP Services f) Volunteer Thank You 5.4 EVENT MEDIA CENTRE & MEDIA SERVICES a) Media Centre Location & Operating Timelines b) Media Centre Equipment c) Media Packages d) Media Centre Staffing e) Media Briefing f) Media Accreditation g) Pre-Event Press Conference h) Press Conference Equipment Requirements i) Event Photography j) Media Violations 1

2 Section 5: Promotions, Marketing, Sponsorship and Special Events 5.1 a) PROMOTIONS, PUBLIC RELATIONS & GOVERNMENT Event Promotional Objectives Raise awareness of triathlon among local community Attract spectators to the event should have an achievable but ambitious spectator goal Attract youth to the event to encourage future triathlon participation Meet athlete participation goal Attract Local & International Media to attend/ cover the event b) Promotions to Spectators The following are useful promotional tools for raising community/ spectator awareness: Posters Brochures Advertisements in newspapers A special edition or supplement in the newspaper Billboards Website Articles in local newsletters Bridge Banners Street Banners Indoor Banners in high traffic public spaces c) Youth Promotions Work with local triathletes and schools/ recreation facilities; have local triathletes visit schools Use ITU Youth Video as a promotional tool for Recreation Centers and Schools include event related info with the video d) Athlete Promotions Promotional tools include: ITU Website Each ITU update should contain an Event Update provided monthly by event organizers Promotional materials should be sent to National Federation Database ( , fax, mail) National Athlete Promotions Brochures, posters in sport stores Brochures in race kits & at other events Website e) Local Event Website Promotions LOC Website will link with ITU website and Provide as a minimum Athlete Information (transportation, Registration, Event Schedule, Massage, Accommodation, Training Info, Course Description, Training Facilities, Start Lists) Spectator Info (Tickets, transportation, course Info) Tourism Info (Airport Transfer, Accommodation, Vehicle Rental) Media Info (Media Center, Media Accreditation Info) Sponsor Recognition Event Schedule Results News Contact Info Content must be updated regularly for accuracy 2

3 f) Community Relations Appoint an individual from your organization to act as a community liaison to work with community groups and address any specific issues Ensure all community residents are aware of road closures and event dates (newspaper notices and mail box drops are effective tools) Encourage residents to line race course and decorate their homes to cheer athletes g) Government Relations Appoint a representative as the key Government contact for Government Grant Applications Government Invitations, follow Up & Thank You s Provide list of Government Representatives to VIP Coordinator Ensure appropriate government recognition on site 5.2 a) Media Promotions Triathlon Specific Media Triathlon specific media are more likely to come to you for information, it is important that these agencies are well informed Pool photographers and freelance journalists are sometimes contracted to cover the event Some prominent triathlon specific agencies likely to cover your event include: Triathlete Magazine (worldwide), 220 Magazine, Inside Triathlon, Triathlon & Multi Sport, Australian Triathlete, Bici Sport etc. b) International Media The LOC Media Director together with ITU Media Director will develop a strategic plan to attract international media to cover the event. A large focus of this plan will be targeted at international lifestyle magazines, corporate publications and sport specific magazines c) Local and National Media and Story Ideas The World Champs in our city - economic impact, tourism, etc Stories on the visiting elite athlete The local favorites for the title Human interest angles volunteers, oldest/youngest competitors, interesting age groupers, etc. Athletes with a disability Media Conferences around key events (ie. 50 Days To Go, Significant event accomplishments) Special site/ course information Elite athletes visiting local schools can provide excellent media interest d) Souvenir Program Souvenir program should: Provide Advertising space for all sponsors Contain Athlete Profiles Contain Course Description and Maps Have one page reserved for ITU 3

4 5.3 a) Championship Special Events Pasta Party This is a complimentary function for all athletes and team managers Invitations should be issued to VIPs/Sponsors/ITU Executive Board and Staff Include International officials in the complimentary list Plan for additional ticket sales to guests Plan audio visual capability for the function Venue should be easily accessible to athletes (if not free transportation should be provided) Venue should be AWAD accessible Venue should be tastefully presented Tongyeong 2003 ITU World Cup Pasta Party Set Up b) Gala Awards Banquet High quality, post race banquet to honour all athletes Medals and flowers presented to top three in all categories Medal and flower presenters to be decided in cooperation with ITU Team Leader Facility should be easily accessible for athletes or transportation provided Venue should be AWAD accessible Athletes and accredited team managers entry is complimentary Complimentary tickets should be provided to sponsors, VIPs and ITU Executive Boards and Staff Include International officials in the complimentary list Additional tickets available for purchase by friends and family Entertainment Plan should showcase the local culture. Loud music that drowns out all conversation is not acceptable at an ITU Gala Awards Banquet Obtain all licenses for liquor etc. 4

5 Show video and highlight clips from event Stage should be tastefully decorated and include ITU branding and recognition c) Opening Ceremonies Opening Ceremonies should reflect historical or cultural nature of host city All athletes invited to participate and given clear instructions Sample Opening Ceremonies Ideas: Opening ceremonies may be combined with a local cultural event, the pasta party, a triathlon related event there is opportunity for creativity here! The ITU Team Leader should approve the plans for the Opening Ceremonies. d) VIP Receptions Held prior to races Stand Up reception Works well Invite Several Elite Athletes to Mix with guests Held in appropriate high class venue, such as city hall or special site in host city Provide food and beverages VIP list should include; government officials, ITU VIP s (list obtained from ITU), NF VIP s, Event Sponsors, Key Members of LOC, Select Elite Athletes VIP Transportation must be arranged and free of charge Special Invitations issued with RSVP instructions e) On- Site VIP Services Accreditation controlled VIP Area for special guests/ sponsors Guest lists should be developed in co-operation with ITU Team Leader Area should be set up as per the ITU Venue Technical Area should be next to finish line and in full view of any big screens Provide food and beverages for guests VIP Area should be tastefully decorated Race knowledgeable hostess should be employed t welcome and service the guests Start lists and programs provided for guests Area should be kept clean at all times 5

6 f) Volunteer Thank-You A volunteer thank you should be planned 5.4 a) Event Media Centre and Media Services Media Centre Location and Operating Timelines Two media centre locations will be required; an on-site media centre and pre-event media centre The pre-event media centre will begin operations 4 5 days prior to the event The pre-event media centre should be located in an easily accessible high traffic location such as near athlete registration and the sport expo. The on-site media centre should be operational a few hours prior to and during all events held on site. The on site media centre must be located near the finish area. As per the accreditation protocol, access must be strictly controlled. b) Minimum Media Centre Equipment High speed Internet access photocopying machine two fax machines three phones with international dialing access work tables & chairs 5 phone jacks display course maps hand sized course maps media packages knowledgeable staff & ITU assistant on duty at all times display boards for press clippings and results industrial making tape stationary audio commentary from race Live TV feed where applicable Live results displayed via TV monitor Security Staff to ensure equipment is monitored Sponsor composite board refreshments c) Media Packages The following information will be provided by ITU for inclusion in the media packages can be downloaded from the online media guide on ITU Contact information Athlete profiles General Triathlon demographics Relevant media releases Information on post event photo availability Current athlete rankings Annual event schedule Recent results ITU sponsor information ITU TV Distribution & Media Information The LOC will provide the following for media packages: Press office and media liaison contact info Schedule of athlete, race and media events/functions 6

7 Course maps Outline of media access on course Media facilities available (phone/fax, computer etc) Expected conditions (incl. temperature & humidity) General host city information Past event results LOC sponsor information Other On-site Media Requirements: Approved List of Accredited Media Media Check In Sheet (based on approved accreditation list Check In/ Out Sheet for Media Vests Maps of Media Access Areas Clippings of stories that have been written/ printed about the event for reference Security d) Media Centre Staffing 1 person will be required to staff the pre-event media centre during all operating hours 2 people will be required during key times Roles of Media Centre Staff Registering & accrediting media Explaining media access Handing out media guides Set up media conferences Arranging pre-event interviews IT support Radio Communication to VCC & Announcers Roles of Race Day Media Volunteers Media Centre Production (in tent) writing news releases for LOC, obtaining athlete quotes (approximately 2 people) Media Shepherds Escort media around the course, ensure media do not leave media zones, answer questions, manage post-race scrums (8-10 people) Translators as required Food services e) Media Briefing The media briefing will be held immediately following the main pre-event press conference Media will be introduced to media shepherds who will be responsible for getting media to the best viewing areas throughout the day Media will be advised who & what to watch out for LOC Media Director will walk the media through the media access areas Any decisions regarding media who will have access to the pool media motorcycle and access to a media boat for the swim will be finalized at this time Emphasis will be placed on restricted areas, including: - swim start - transition areas - finish chute - finish line area f) Media Accreditation See Accreditation section 7

8 8

9 g) Pre-Event Press Conference The elite pre-event press conference should be held three (3) days prior to the competition Athlete Attendance generally includes 6 athletes (an equal number of men & women) including: - top ranked man & woman - top ranked athletes from host country - previous course winners The decision regarding elite athletes invited to the pre-event conference is made in consultation with ITU It is preferable to hold the pre-event press conference on site (all signage should be in place already at this time) Other pre-event media events may include: Age Group Press Conference, Fun Media tri events Tasteful, creative pre-event media events will attract more media attention Media refreshments should be supplied A press conference MC is essential (local media celebrity or sport knowledgeable person is recommended) MC will have a pre-planned set of questions approved by ITU Provisions should be made for post conference one-on-one interviews with a suitable backdrop 9

10 h) Press Conference Equipment Requirements Podium with drape (KOP) Microphones with ITU covers (KOP) for each speaker One roving microphone for questions from the floor Allow sufficient space for TV Camera set up & photographers Theatre style seating that doesn t interrupt camera site lines should be planned Professionally produced Name Cards for all participants with ITU & Event Logo Tables with appropriate draping Backdrop including ITU Logo, ITU Sponsor Logos, Event Logo, Event Sponsor Logos Water for athletes Refreshments for media Media Audio feed for Radio & Television Audio sound checks prior to conference are essential i) Event Photography ITU will send a photographer who will supply high-resolution images Following the event all requests for high resolution images should be sent to ITU and a link will be sent for downloading the images. j) Media Violations Media that do not abide by ITU Regulations will be subject to the loss of media access at all ITU events. 10

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