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
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
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.
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
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
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
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
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
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
• 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
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
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
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