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The event was created in 2001 Implemented in Shanghai 2001 20,000 guaranteed attendants

Event History. The event was created in 2001 Implemented in Shanghai 2001 20,000 guaranteed attendants Amway Nutrilite title sponsored and additional local sponsorship delivered 2003 three cities – Shanghai, Guangzhou & Shenyang Marvels Consulting involved in marketing roles of the event

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The event was created in 2001 Implemented in Shanghai 2001 20,000 guaranteed attendants

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  1. Event History • The event was created in 2001 • Implemented in Shanghai 2001 • 20,000 guaranteed attendants • Amway Nutrilite title sponsored and additional local sponsorship delivered • 2003 three cities – Shanghai, Guangzhou & Shenyang • Marvels Consulting involved in marketing roles of the event • 2004 Six cities – Shanghai, Guangzhou, Wuhan, Jinan, Chengdu • 2005 twenty one cities

  2. Background Guangzhou（5/29/2004)） Hangzhou（6/12/04） • Year 2002 One City • Year 2003 Three Cities • Year 2004 Eight Cities Shanghai（6/26/04）

  3. Event Design Press Conference Registration (over 100 outlets) Hotline & Group Registration Registration （5－8 weeks） Road Show Sponsor’s Employees Starting Ceremony Running & Walking Event Day Ending Stadium

  4. Event positioning • Mission： Encourage people to participate sports and have a healthy lifestyle • Event Position: A large fitness festival of the family and community gathering • Objectives: - Provide a platform for government to promote the fitness - Provide a platform for sponsors to integrate the • marketing program • - Provide an opportunity for participants to enjoy sports and feel happiness, love and health • PR Message: • - For Health, Let’s Run!

  5. Opportunities • Create national event platform for Amway • Capitalize ‘first to market’ positioning on ‘Run For Health’ • Provide national solution to growing Government mandate for public fitness • Consolidate ‘category’ ownership by expanding event more widely in China • Pre-Olympic timing linked to growing China interest in sport • Create centralized marketing program with local application and direct local benefits • Create ‘space’ for local involvement • Drive independent investment & revenue model • Deepen localized brandequity • transfer skills locally

  6. Grass Roots Benefits Government endorsement Engage with your Customer Build loyalty Grass roots Sponsorship events Relatively low entry cost Good Corporate Citizenship Cut through clutter Shape consumer behavior Brand advocacy

  7. Leveraging Sponsorship Media Hospitality Promo Online SPONSORSHIP Merchandise DM PR Grassroots

  8. Leverage Program • TV • Newspaper • Bus Station • Bus Body Ad. • Subway • Outdoor • Web-site • Magazine • National Promotion • 5000 Free Registration

  9. Running—5-6K • Non-Competition • Run and Walk

  10. Spokesperson-Ms. Wang, Junxia

  11. Outside Stadium Activities

  12. Inside Stadium Activities

  13. Media Media TV Newspaper & Magazine Web-Site Radio Outdoor Ad. Press Conference Wang Junxia Registration Event Day Charity

  14. TV & Newspaper TV 30’ Highlight Event TVC (15”/30”) Event News Newspaper Editorial Article PR Push Story Event News

  15. Marketing Materials

  16. Weekend Road Show

  17. Signage

  18. Conclusions - Community Sports is a great marketing platform to connect with consumers - Brand recognition and awareness has been increased significantly - Bridge has been built between consumer and brand

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