The Perfect Event

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The Perfect Event

• Helen Gorman,
• Perfect Motion Sports Marketing
• Thursday 6 September 2007

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Todays topics

• Using PR to maximise the benefits of hosting an
  event
• Examples good and not so good
• Event roles and responsibilities
• Your events

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PR and events

• More spectators / ticket sales
• Improved economic impact
• Destination image
• Reaching new audiences
• Secondary messages eg health, sustainable
  transport
• Partnership working

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PR and events - examples

• Tour of Britain East Midlands
• Launch at Loughborough University bringing
  together all forms of cycling
• Highest spectator numbers outside London
• All day entertainment
• Partnership working
• Sub regional branding
• Local media support no specific partner
• Sport, tourism, travel, health covering a
  variety of angles
• Legacy documents

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PR and events - examples

• Tour of Britain East Midlands

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PR and events - examples

• Euro Hockey 2007
• Governing Body led
• Development agency and city involvement
• Event village
• Legacy facility
• No signage on main road past!

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PR and events - examples

• Salford Triathlon World Cup
• City council led
• ITU / British Triathlon
• Launch event 1 month count down
• Marketing, Tourism and Event award winner
• Partnerships with Independent, Manchester Evening
  News, local radio, 220 Triathlon magazine
• BBC TV, Channel 5 and Sky coverage
• Spectator experience and economic impact?
• Aquathlon / other events

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PR and events - examples

• Salford Triathlon World Cup

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Event roles and responsibilities

• Local organising committee
• National Governing Body
• UK Sport / Sport England
• City / region
• Sponsors
• Venue managers / operators
• PR agency?
• County Sports Partnership

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Your events
Three volunteers please.
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Summary

• Great events, not just good ones
• Opportunity an Olympic region
• Thinking laterally
• Legacy
• Helen Gorman, Perfect Motion Sports Marketing,
  www.perfectmotion.org