Bashny.Net
2014 Olympics will be held in Sochi! This is a victory and Media Arts Group, too.
Bashny.Net
In Guatemala, at the 119th IOC Session decided the capital of Winter Olympic Games in 2014. According to the results of the voting members of the IOC the right to host the Olympics got Sochi, reports Lenta.ru. In the second round of elections, the Russian resort city by a margin of four votes beat South Korea's Pyeongchang.
For the first time in the history of Russia won the Winter Olympics. In 1980, Moscow hosted the Summer Games, but because of the tense political situation in them was attended by athletes from several countries.
In a television interview, German Gref, Minister of Economic Development, acknowledges that, in 2005, intending to qualify for the right to host the Winter Olympics in located at the latitude of the subtropical city of Sochi, the Russians do not expect to win too. "Do not catch up, so get warm," - say in such cases. "We are counting on the fact that she preparatory work will help us better understand their farms - said the minister. - But now, at the beginning of 2007, we can say that we have a real chance to become masters of the Winter Olympics. " Optimism officer has reason. The campaign branding the city of Sochi was developed by all the rules of art marketing.
According to RIA Novosti, in the promotion of applications Sochi planned to spend about $ 30 million.
It is worth noting that the famous Russian designer Leonid Feygin and Dmitry Peryshkov the co-owners and art director of the studio "Direct Design", previously stated that in terms of design Competition played (and tried to prove why).
One of the latest commercials Sochi-2014, developed by FCB MA:
For more information about the video.
The brand "Sochi-2014" should have a legend. And if there are none, cynical marketers say, it must be invented. As it turns out, this is not necessary. Prometheus, who stole fire from Mount Olympus and gave it to men was a punishment chained to a rock not somewhere, and on top of one of the mountains of the Black Sea coast, that is not far from Sochi. It turns out that Sochi - not just one of the resorts, which are thousands, and the place is directly connected with the Olympic Movement.
It remains to concentrate their efforts on one clear goal. It was formulated very simple - get the right to host the 2014 Sochi Winter Olympic and Paralympic Games. Naturally, for the formidable task adopted a program and a budget. The amount of funding the federal program "Development of Sochi as a mountain resort (2006 - 2014 years)" is 314 billion rubles, of which 60% - the federal budget, 2, 5% puts the administration of Krasnodar region, the remaining 37, 5% are involved in extra-budgetary sources. According to calculations of the organizers of the direct income from the Olympic and Paralympic Games in 2014 (excluding revenues from the IOC) could be worth $ 485 million, while $ 300 million will come from local sponsors, and $ 125 million will gain from the sale of tickets. Overall socio-economic impact of the program, according to the organizers, should reach 341 billion rubles.
Click to enlarge
Click to enlarge
Click to enlarge
Sochi 2014 - Together we will win View (2, 99MB, MPG)
together win
The target audience, which had affected the initiators of the campaign for the nomination of the city, it is extremely heterogeneous. According to Dmitry Chernyshenko, CEO of created specifically for this task "Bid Committee" Sochi-2014 ", it includes not only decision-makers members of the International Olympic Committee (IOC) and international sports federations, foreign specialized and socio-political media, Russian public and the business community, and, finally, themselves residents of the city of Sochi. An additional complication was that the activities of the candidate cities is subject to very stringent regulations IOC imposes significant limitations on the terms and forms of information and advertising campaign. For example, it was impossible to start advertising application Sochi (and other candidate cities) at the international level before October 2, 2006. And the whole campaign is pretty short-lived - from the date of application to the IOC to select a venue for regular games held for about two years. During this time, it is necessary to catch a lot. In order to convince the IOC members that Sochi is the best choice, it is necessary, according to Chernyshenko, "to purchase the maximum number of active supporters in Russia and improve the image of Russia and Russian sports community in the international arena." Given the heterogeneity of the target audience, the task is certainly not easy. But this is not the first Olympic Games, have a successful experience of previous "urban-winners", which can be copied.
Click on the picture to enlarge.
Sochi - Watch Games (7, 83MB, MPG)
International campaign "Sochi-2014" is held under the slogan «Gateway to the Future» «target audience, with whom we work are different to different cultural and social context, quality of life, expectations and perception of the typical barriers, - said Chernyshenko. - Therefore, we form the different key messages for each group. This approach paid off in 2005, as a successful application of the Bid Committee in London, received the right to become the Olympic capital in 2012 ". Like the British, the Russians use two different slogans. To address his compatriots with the motto "Together we will win!", An international campaign is under the slogan «Gateway to the Future».
The difference reflects the difference slogans challenges facing the Russian and international campaigns. "According to our research, in Russia, we first need to adjust the presentation of Sochi as an exclusive summer resort - said Chernyshenko. - In the West, it had to start with raising the general level of awareness of Sochi, just to put the city on the world map. The question "Do you know that Sochi is on the same latitude as the French Nice?" He was one of the most
One of the first objects handed - new Sochi airport urgent for Europeans. " No wonder - how many of the Russians are aware, for example, where Pyeongchang? Meanwhile, the South Korean city of Salzburg in Austria, along with a major competitor of Sochi to host the Winter Olympics.
snow in my eyes
To implement the planned Bid Committee Sochi uses tactics Build Momentum, which is based on continuous use of information events for sustainable building communicative effect. "In the short term it is the most successful tactic - said Chernyshenko, - it enables efficient use of resources and the results obtained, repeatedly surpassing expectations." Such information occasions when you want to find a snap. For example, the final race "Ski Track of Russia - 2007" took place in early February, it was in Sochi, despite the fact that weather conditions in many Russian regions, more in line with the sport (9 February temperature in Central Russia was about -10 ° C, and Sochi +9 ° C). The race in Sochi is in this situation designed to emphasize the ability of the organizers to hold competitions in winter sports in all conditions. By the way, the unusual situation (cross-country skiing at zero temperature) allows to immediately draw attention to two features of Sochi as a potential host future Olympic Games. Not everyone knows that the city is not only on the Black Sea coast, and at the foot of the mountains, where the snow lies all the year round, and the competition may once again be reminded of this. Finally, get more international attention the recent report of environmentalists about the upcoming global warming can not get to think about the need to reduce the dependence of large-scale competition venues for winter sports on the weather. In this context, the slogan «Gateway to the Future» is particularly relevant.
On the creation of the brand Sochi employs a team - communication agency Weber Shandwick, sports marketing agency IMG, advertising holding Media Arts Group, an American consulting firm Helios Partners.
The work is broken down into stages. Prior to October 1, 2006 was set the task of increasing recognition of the region until January 10, 2007 had to increase the credibility of the application before June 15, 2007 - to form an idea of the strengths of the application, finally, by 7 July - to strengthen the emotional connection with the application. Interim results can not but rejoice applicants ROMIR Monitoring conducted in November 2006 poll showed that 71% of Russians support the Sochi bid for the Games in 2014 and 86% Sochi residents are confident in the victory of their hometown in the Olympic race.
While the campaign used all the tools including ATL-advertising, to meet the challenges of the first phase (increase brand awareness) used mainly BTL-events. The most important element was the promotion of the national anthem record bid campaign and shooting commercials and videos. Given the need to talk to different audiences at the same time, the organizers have decided to use non-standard course and a playground invite artists working in different genres: Sofia Rotaru and Dima Bilan, Valery and Julia Savicheva, the group "Banda" and Philip Kirkorov.
Since late January 2007, the company Priz-MA Production (part of the holding Media Arts Group) together with the Bid Committee prepares to meet members of the IOC Evaluation Commission (at the time of signing the numbers to press the IOC members were waiting for February 20).
"At the same time the six mining sites in the area of Krasnaya Polyana built presentation pavilions, which will be presented to the city of Sochi plans to prepare for the Winter Olympic Games, - says CEO Priz-MA Production Sabina Mikhailova. - Within a few seconds a snowy mountain landscape behind the glass wall of the pavilion can be transformed by the installation of video projections in future Olympic objects ».
The Source: Magazine "Advertising Industry»
via ir-magazine.ru
For the first time in the history of Russia won the Winter Olympics. In 1980, Moscow hosted the Summer Games, but because of the tense political situation in them was attended by athletes from several countries.
In a television interview, German Gref, Minister of Economic Development, acknowledges that, in 2005, intending to qualify for the right to host the Winter Olympics in located at the latitude of the subtropical city of Sochi, the Russians do not expect to win too. "Do not catch up, so get warm," - say in such cases. "We are counting on the fact that she preparatory work will help us better understand their farms - said the minister. - But now, at the beginning of 2007, we can say that we have a real chance to become masters of the Winter Olympics. " Optimism officer has reason. The campaign branding the city of Sochi was developed by all the rules of art marketing.
According to RIA Novosti, in the promotion of applications Sochi planned to spend about $ 30 million.
It is worth noting that the famous Russian designer Leonid Feygin and Dmitry Peryshkov the co-owners and art director of the studio "Direct Design", previously stated that in terms of design Competition played (and tried to prove why).
One of the latest commercials Sochi-2014, developed by FCB MA:
For more information about the video.
The brand "Sochi-2014" should have a legend. And if there are none, cynical marketers say, it must be invented. As it turns out, this is not necessary. Prometheus, who stole fire from Mount Olympus and gave it to men was a punishment chained to a rock not somewhere, and on top of one of the mountains of the Black Sea coast, that is not far from Sochi. It turns out that Sochi - not just one of the resorts, which are thousands, and the place is directly connected with the Olympic Movement.
It remains to concentrate their efforts on one clear goal. It was formulated very simple - get the right to host the 2014 Sochi Winter Olympic and Paralympic Games. Naturally, for the formidable task adopted a program and a budget. The amount of funding the federal program "Development of Sochi as a mountain resort (2006 - 2014 years)" is 314 billion rubles, of which 60% - the federal budget, 2, 5% puts the administration of Krasnodar region, the remaining 37, 5% are involved in extra-budgetary sources. According to calculations of the organizers of the direct income from the Olympic and Paralympic Games in 2014 (excluding revenues from the IOC) could be worth $ 485 million, while $ 300 million will come from local sponsors, and $ 125 million will gain from the sale of tickets. Overall socio-economic impact of the program, according to the organizers, should reach 341 billion rubles.
Click to enlarge
Click to enlarge
Click to enlarge
Sochi 2014 - Together we will win View (2, 99MB, MPG)
together win
The target audience, which had affected the initiators of the campaign for the nomination of the city, it is extremely heterogeneous. According to Dmitry Chernyshenko, CEO of created specifically for this task "Bid Committee" Sochi-2014 ", it includes not only decision-makers members of the International Olympic Committee (IOC) and international sports federations, foreign specialized and socio-political media, Russian public and the business community, and, finally, themselves residents of the city of Sochi. An additional complication was that the activities of the candidate cities is subject to very stringent regulations IOC imposes significant limitations on the terms and forms of information and advertising campaign. For example, it was impossible to start advertising application Sochi (and other candidate cities) at the international level before October 2, 2006. And the whole campaign is pretty short-lived - from the date of application to the IOC to select a venue for regular games held for about two years. During this time, it is necessary to catch a lot. In order to convince the IOC members that Sochi is the best choice, it is necessary, according to Chernyshenko, "to purchase the maximum number of active supporters in Russia and improve the image of Russia and Russian sports community in the international arena." Given the heterogeneity of the target audience, the task is certainly not easy. But this is not the first Olympic Games, have a successful experience of previous "urban-winners", which can be copied.
Click on the picture to enlarge.
Sochi - Watch Games (7, 83MB, MPG)
International campaign "Sochi-2014" is held under the slogan «Gateway to the Future» «target audience, with whom we work are different to different cultural and social context, quality of life, expectations and perception of the typical barriers, - said Chernyshenko. - Therefore, we form the different key messages for each group. This approach paid off in 2005, as a successful application of the Bid Committee in London, received the right to become the Olympic capital in 2012 ". Like the British, the Russians use two different slogans. To address his compatriots with the motto "Together we will win!", An international campaign is under the slogan «Gateway to the Future».
The difference reflects the difference slogans challenges facing the Russian and international campaigns. "According to our research, in Russia, we first need to adjust the presentation of Sochi as an exclusive summer resort - said Chernyshenko. - In the West, it had to start with raising the general level of awareness of Sochi, just to put the city on the world map. The question "Do you know that Sochi is on the same latitude as the French Nice?" He was one of the most
One of the first objects handed - new Sochi airport urgent for Europeans. " No wonder - how many of the Russians are aware, for example, where Pyeongchang? Meanwhile, the South Korean city of Salzburg in Austria, along with a major competitor of Sochi to host the Winter Olympics.
snow in my eyes
To implement the planned Bid Committee Sochi uses tactics Build Momentum, which is based on continuous use of information events for sustainable building communicative effect. "In the short term it is the most successful tactic - said Chernyshenko, - it enables efficient use of resources and the results obtained, repeatedly surpassing expectations." Such information occasions when you want to find a snap. For example, the final race "Ski Track of Russia - 2007" took place in early February, it was in Sochi, despite the fact that weather conditions in many Russian regions, more in line with the sport (9 February temperature in Central Russia was about -10 ° C, and Sochi +9 ° C). The race in Sochi is in this situation designed to emphasize the ability of the organizers to hold competitions in winter sports in all conditions. By the way, the unusual situation (cross-country skiing at zero temperature) allows to immediately draw attention to two features of Sochi as a potential host future Olympic Games. Not everyone knows that the city is not only on the Black Sea coast, and at the foot of the mountains, where the snow lies all the year round, and the competition may once again be reminded of this. Finally, get more international attention the recent report of environmentalists about the upcoming global warming can not get to think about the need to reduce the dependence of large-scale competition venues for winter sports on the weather. In this context, the slogan «Gateway to the Future» is particularly relevant.
On the creation of the brand Sochi employs a team - communication agency Weber Shandwick, sports marketing agency IMG, advertising holding Media Arts Group, an American consulting firm Helios Partners.
The work is broken down into stages. Prior to October 1, 2006 was set the task of increasing recognition of the region until January 10, 2007 had to increase the credibility of the application before June 15, 2007 - to form an idea of the strengths of the application, finally, by 7 July - to strengthen the emotional connection with the application. Interim results can not but rejoice applicants ROMIR Monitoring conducted in November 2006 poll showed that 71% of Russians support the Sochi bid for the Games in 2014 and 86% Sochi residents are confident in the victory of their hometown in the Olympic race.
While the campaign used all the tools including ATL-advertising, to meet the challenges of the first phase (increase brand awareness) used mainly BTL-events. The most important element was the promotion of the national anthem record bid campaign and shooting commercials and videos. Given the need to talk to different audiences at the same time, the organizers have decided to use non-standard course and a playground invite artists working in different genres: Sofia Rotaru and Dima Bilan, Valery and Julia Savicheva, the group "Banda" and Philip Kirkorov.
Since late January 2007, the company Priz-MA Production (part of the holding Media Arts Group) together with the Bid Committee prepares to meet members of the IOC Evaluation Commission (at the time of signing the numbers to press the IOC members were waiting for February 20).
"At the same time the six mining sites in the area of Krasnaya Polyana built presentation pavilions, which will be presented to the city of Sochi plans to prepare for the Winter Olympic Games, - says CEO Priz-MA Production Sabina Mikhailova. - Within a few seconds a snowy mountain landscape behind the glass wall of the pavilion can be transformed by the installation of video projections in future Olympic objects ».
The Source: Magazine "Advertising Industry»
via ir-magazine.ru
Tags
See also
Behind the scenes of the opening ceremony
Olympics - it's cool
Events in 2013
Cutest Winter Olympic athletes play in Sochi (24 photos)
Diary of a volunteer. Minsk student in Sochi
Hot days are
6 the most beautiful places in Russia where you can go skiing on vacation
Photo by Reuters
Russia won the competition to host the 2014 Games
Photo report of the closing ceremony of the Winter Olympic Games in Sochi.
