Red Bull Crashed Ice - Nov 29 to Dec 1, 2012

Transcript

1. Property  of  Diamond  Integrated  Marke4ng   Red  Bull  Crashed  Ice   Niagara  Falls   Tourism  Partnership  Niagara  Presenta4on  
2. Property  of  Diamond  Integrated  Marke4ng   What  is  Red  Bull  Crashed  Ice?   ICE  CROSS  DOWNHILL   AT  IT‘S  BEST   A  perfect  mix  of     SPORT  -­‐  LOCATION  -­‐  ATMOSPHERE   A  free  public  event  experienced   by  hundreds  of  thousands  and   seen  by  millions
3. History   •  Red  Bull  Crashed  Ice  was  developed  by  Red  Bull’s  Austrian   Sport  Team  in  2006.   •  The  event  is  run  by  the  sport  team  and  financed  by  the   marke4ng  team.  Marke4ng  spend  is  determined  by  number   of  can  sales  in  a  given  territory.   •  2013  will  be  the  first  year  Austria  has  allowed  one  Country   to  have  2  stops  in  one  year     •  Niagara  Falls  and  Quebec  City   •        Property  of  Diamond  Integrated  Marke4ng  
4. Momentum   •  In  2006,  Red  Bull  Crashed  Ice  launched  in  Quebec.     •  AXendance  in  the  first  year  was  30,000     •  By  2007,  the  event  had  doubled  in  size   •  In  2012,  the  event  reached  130,000  people.  The   equivalent  of  1/6th  of  the  en4re  ci4es  popula4on       Property  of  Diamond  Integrated  Marke4ng   Niagara  Event   •  The  Niagara  Event  has  been  in  development  since  2010   •  Once  the  Austrian’s  approved  a  second  Canadian  stop  to  the   global  tour  Niagara  was  in  compe44on  with  Calgary.     •  With  help  from  local  stakeholders,  MPP  Kim  Craitor,  Mayor   Jim  Dioda4,  BIAs,  TPN,  Province,  Skylon  Tower,  NPC,  Casino,   NFT  and  others,  Niagara  successfully  won  the  right  to  the   2013  launch.       •  Our  goal  is  to  turn  Niagara  into  a  mul4-­‐year  franchise.          
5. Momentum   •  In  2006,  Red  Bull  Crashed  Ice  launched  in  Quebec     •  AXendance  in  the  first  year  was  30,000     •  By  2007,  the  event  had  doubled  in  size   •  In  2012,  the  event  reached  130,000  people.  The   equivalent  of  1/6th  of  the  en4re  city’s  popula4on       Property  of  Diamond  Integrated  Marke4ng  
6. Economic  Impact     Property  of  Diamond  Integrated  Marke4ng   In  2012,  RBCI  premiered  its  first  US  des4na4on,   St.  Paul,  Minnesota.     80,000  people  aXended  which  resulted  in     $20,000,000  economic  impact  to  the  city...       hXp://www.twinci4es.com/stpaul/ci_20675290/red-­‐bull-­‐crashed-­‐ice-­‐ helped-­‐boost-­‐january-­‐sales      
7. Economic  Impact  -­‐  Quebec     Property  of  Diamond  Integrated  Marke4ng   •  Visitor  spending  in  2010  was  10.3  million   •  102,000  hotel  nights   •  1,579  Red  Bull  Canada  hotel  nights      
8. Property  of  Diamond  Integrated  Marke4ng   2012  World  Tour   Niagara  Falls  -­‐  Dec  1   Saint  Paul,  MN  -­‐  Jan  26   Russia  -­‐  Feb  16   Switzerland  -­‐  Mar  2   Quebec  City  -­‐  Mar  16  
9. Marke<ng  Plan   Property  of  Diamond  Integrated  Marke4ng  
10. A  Marke4ng  budget  totaling  $1,200,000  will  be  spent  on  the  Niagara   event.  Marke4ng  Plan  will  be  a  360  degree  campaign  blending  both  above   the  line  and  below  the  line  tac4cs.   This  approach  will  be  built  into  2  phases.     Phase  1:  Qualifiers    Sept  3  -­‐  16   Phase  2:  Event    Nov  12  -­‐  Dec  1   Property  of  Diamond  Integrated  Marke4ng  
11. Property  of  Diamond  Integrated  Marke4ng   Phase  1:  Qualifiers   Sept  3-­‐16  /  40%  of  marke4ng  investment   Above  the  Line  Investment  includes:   •  TV  30  second  spot  (Eng  &  Fr)   •  Online  Adver4sing     •  Social  Media  /  SEM   Below  the  Line  Investment  includes   •  POS  Crea4ve   •  Wings  Team  (TWM)     •  On-­‐site  ac4va4on  at  qualifiers   Ontario  qualifiers  will  take  place  in:     OXawa  -­‐  Oct  13   St.  Catharines  -­‐  Oct  16   Toronto  -­‐  Oct  17   London  -­‐  Oct  20    
12. Property  of  Diamond  Integrated  Marke4ng   Phase  2:  Event   Nov  12  -­‐  Dec  1  /  60%  of  marke4ng  campaign   South  Western  Ontario   Above  the  Line  Investment  includes:   •  TV  30  second  spot  (Eng  &  Fr)   •  Radio   •  Out  of  Home  (OOH)  Transit  and  Subway   •  Online  Adver4sing   •  Social  Media/SEM     Below  the  Line  Investment  includes   •  POS  (Flyers,  Posters,  etc.)     •  WTM  promo/execu4on   •  RBCI  Branded  Merchandise     Local  Ac<va<on   It  is  assumed  that  local  businesses,  sponsors   and  other  stakeholders  will  also  adver4se   the  event.  Brand  standards  will  be  shared   with  any  stakeholders  looking  to  develop     crea4ve  materials  
13. Property  of  Diamond  Integrated  Marke4ng   Crea4ve   Posters,  In  Store  Signage,  etc.    
14. Logo  Update   Property  of  Diamond  Integrated  Marke4ng   Unique  Niagara  Falls  logo  developed  in  English  and  French   Logo  Update  
15. Live  Event  Coverage  and  Media   Property  of  Diamond  Integrated  Marke4ng  
16. Live  Broadcast   World  class  content  produced  at  each  loca4on.   Niagara  Event:   Broadcast  live  by  Rogers  Sportsnet       •  Total  Canadian  viewership  is  expected  to  be  over   1,000,000   •  Event  broadcast  in  30  countries  around  the  world   including  NBC  as  part  of  the  Red  Bull  Signature   Series  Partnership  in  the  US   Property  of  Diamond  Integrated  Marke4ng  
17. Property  of  Diamond  Integrated  Marke4ng   List  of  Broadcasters  
18. PR  and  Media   •  2011  Crashed  Ice  Quebec  Results   •  1,980  Stories   •  165  Media  outlets   •  425,000,000  global  media  impressions   •  50,000,000  in  Canada   •  $9,400,000  in  ad  value     Property  of  Diamond  Integrated  Marke4ng  
19. Crashed  Ice  Online   •  Over  500,000  visitors  to  RedBullCrashedIce.com  in  2012   •  Promo4on  on  Red  Bull  Canada  Facebook  page   •  Promo4on  on  Red  Bull  Global  Facebook  page  -­‐  29,000,000  fans   Property  of  Diamond  Integrated  Marke4ng  
20. Niagara  Course  Build   Property  of  Diamond  Integrated  Marke4ng  
21. Property  of  Diamond  Integrated  Marke4ng   Length   Ver4cal  Drop     490  M   40  M    
22. Property  of  Diamond  Integrated  Marke4ng   Length   Ver4cal  Drop     Construc4ons   Introducing  Red  Bull  Crashed  Ice  Niagara     •  The  first  Crashed  Ice  Event  in  Canada  held  outside  of  Quebec     •  A  finish  line  overlooking  one  of  the  natural  wonders  of  the  world   •  A  natural  amphitheater  perfect  for  fans   •  A  star4ng  line  built  3  stories  off  the  ground     •  Organic,  authen4c  TV  and  live  branding  opportuni4es        
23. Red  Bull  Crashed  Ice  Schedule   THURSDAY  NOV  29   MORNING:  Athlete  Training,  Men/Women  Athlete  Shoot-­‐Out  Runs     AFTERNOON:  Race  Track  Maintenance   EVENING:  RUMORS  Night  Club     Property  of  Diamond  Integrated  Marke4ng   FRIDAY  NOV  30   MORNING:  Athlete  Training,  Men/Women  Athlete  Shoot-­‐Out  Runs     AFTERNOON:  Race  Track  Maintenance   EVENING:  The  Young  Empires  (Victoria  Ave.)     SATURDAY  DEC  1   MORNING:  Athlete  Mee4ngs     AFTERNOON:  Race  Track  Maintenance   EVENING:  Red  Bull  Crashed  Ice  Elimina4on  and  Championships   AFTER  PARTY:  Sco4abank  Conven4on  Centre        
24. Red  Bull  Crashed  Ice  Niagara  Falls         Thank  You                       Property  of  Diamond  Integrated  Marke4ng