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Executive Summary

Executive Summary. Lifestyle Defining trends within action sports and sports fashion Positive and credible brand image Cool and celebrity endorsed parties Sports One of the fastest growing winter sports in the world The worlds most watched action sports event globally

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Executive Summary

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  1. Executive Summary • Lifestyle • Defining trends within action sports and sports fashion • Positive and credible brand image • Cool and celebrity endorsed parties • Sports • One of the fastest growing winter sports in the world • The worlds most watched action sports event globally • The broadest and highest target group reach • By far the highest action sports media value in Europe • The worlds top riders • Snowboarder superstar Shaun White, two times gold medalist, two time Air & Style winner was the most valuable athlete, in earnings per year, at the Olympic Games in Vancouver 2010. • Music • Live performances from global and domestic AAA artists e.g. • Clawfinger, Ice-T, Creed, Xzibit, Sean Paul, the Hives, Mando Diao

  2. Executive Summary • Oakley Air & Style Beijing • Biggest winter action sports event in China • World- and Olympic Champions riders, among them two time Olympic champion and two time Air & Style Winner Snowboarder superstar Shaun White • Top Chinese and international riders • Price purse of USD 100.000 • AAA Chinese and International Live Music Acts • Aims to be the most influential annual sports event in Asia • Endorsed by… • The Beijing Government • Beijing Sports Bureau, Competition Administration Center • SwatchTTR World Snowboarding Tour

  3. Air & Style - About • Created in 1994 by Andrew Hourmont • Unique combination of Sports and Music • 17 years of strong growth of audience and brand equity • Credible and positive brand image • Worldwide influence on snowboarding • Worldwide influence on Sports- and leisure fashion • Proven strong media value and Sponsorship ROI

  4. Swatch TTR WORLD SNOWBOARD TOUR • Representing the best snowboarders of the world • 185 top rated Independent freestyle snowboarding events across four geographical zones • Star classification: 6 - highest, 1 - lowest • Sample of global Swatch TTR events • O’Neill Pro Freestyle, Avoriaz, France • Chevrolet Grand Prix, Mt Bachelor, Oregon, USA • Crans Montana Champs Open, Switzerland • Nissan X-Trail Nippon Open, Japan • The Arctic Challenge, Oslo, Norway • Oakley Air & Style, Beijing, China

  5. Air & Style - Key Target Groups Riders & Industry Audience with general interest in sports Lifestyle, music and fashion oriented youth More than 100 million snow/skate/surf interested people around the world. strongly growing action sport population Snowboard community 17 million snowboarders worldwide 40% female 60% male

  6. Air & Style - Demographics • 18 - 40 years old • Male 60%, Female 40% • Active and curious • White collar workers • University students • Life-style oriented (music, fashion, sports) • Identifying themselves with thrill and action sports (active or passive) • Brand and quality conscious • Online and mobile savvy

  7. Air & Style - Media “Magic Flights. There are not many magic moments in sports, but this was one. 27.000 spectators experienced the most memorable night in snowboarding history.“ front page Frankfurter Allgemeine Zeitung • Air & Style is the only action sport event that is covered on mayor TV channels and news broadcasts in Europe. • By far the highest action sports media value in Europe • The broadest and highest TV-reach among its key target groups • At the Olympic Games in Vancouver 2010, Snowboarding half pipe had the 2nd most TV viewers in USA and the 3rd globally. • All media coverage and marketing output is analyzed by independent companies. • An average Sponsorship ROI of 10:1 (media value : sponsorship fee)

  8. Winter sports in China • Explosive growth of the Chinese ski industry • World class Chinese snowboarding and freestyle stars: • Jiayu Liu, reigning female Snowboarding World Champion • Han Xiaopeng, men’s Gold medal in 2006 Olympics • Liu Zhongqing, Aerial Bronze medal 2010 Olympics • Li Nina, Aerials Silver medal 2010 Olympics • Guo Xinxin Aerial Bronze medal 2010 Olympics • Li Nina, Guo Xinxin and Xu Mengtao dominating 2009 Women’s World Cup aerials • Qi Guangpu and Jia Zongyang number two and three in the 2009 Men’s world cup aerials • More than 200 ski resorts across China still offering skiing and snowboarding opportunities The snowboarding and skiing scene in China is predicted a bright future. China is expected to surpass Japan as Asia’s premier ski nation in 2015. (Source: Chinese Ski Association)

  9. Beijing 2010 December 3rd - 4th

  10. Air & Style Beijing 2010 - Facts • 5 - Star Event of the Swatch TTR World Snowboard Tour, the most important and largest CUP Tour in the season • Annual event 2010 - 2014 • 4th of December 2010, 50 days activity “ramp up” • Snowboarding Big Jump Competition • The worlds top 20 Riders. • World- and Olympic Champions riders, among them two time Olympic champion and two time Air & Style winner Snowboard Superstar Shaun White • The best riders in China • Price purse of USD 100.000 • World class live entertainment with AAA Chinese and International Live Music Acts • Aims to become the most influential annual sports and lifestyle event for people between 18 and 40 years in Asia

  11. Air & Style Beijing 2010 - Event Partners Beijing Sports Bureau, Competition Administration Center SwatchTTR World Snowboarding Tour Air & Style Company

  12. Air & Style Beijing 2010 –Organizing Committee Mr. Gerhard Heiberg, chairman of the Marketing Commission of the International Olympic Committee and member of IOC Executive Board. Chairman Green Interactions Ltd. Mr. Guo Jin Long, Mayor of Beijing Mr. Li Yingchuan, Beijing Sports Bureau, Competition Administration Center Mr. Andrew Hourmont, Managing Director Air & Style Company and TTR World Snowboard Tour board member

  13. Air & Style Beijing 2010 - Venue • Olympic Sports Center • Next to Birds Nest Olympic Arena and the Olympic Green • 20.000 Spectators • Subway station 150m • Bus station 50m • Taxi and Limousines drop and pick up points • Extensive parking facilities • Ramp design • “One of a kind” construction • ~ 40m tower starting point visible from outside the arena • ~ 170m length • 70m and 42° Incline approach • 25m snowboard gap

  14. Air & Style Beijing 2010 - Key Target Groups Riders & Industry Audience with general interest in sports Lifestyle, music and fashion oriented youth More than 100 million snow-/skate-/surf- interested people around the world. strongly growing action sport population Snowboard community 17 million snowboarders worldwide 40% female 60% male

  15. Air & Style Beijing 2010 – Demographics • 75% within 18 - 40 years old • 60% male 40% female • White collar workers • University students • Life-style oriented (music, fashion, sports) • Snowboard and Winter sport interested • Thrill- and action sports identification (active or passive) • Brand & quality conscious • Online and mobile savvy

  16. Air & Style Beijing 2010 – Sponsorship • Unique opportunity for Sponsorship leverage: • The greatest sports- and lifestyle event in China for people between 18 and 40 years (middle and upper middle class) • Efficient communication platform for reaching an attractive but jaded target group • Olympic- and world champion athletes • Top Chinese Riders • World class entertainment with AAA Chinese and International Live Music Acts • Media package valued to + RMB 100M (greater China) • Targeted and extensive marketing program • Great opportunities for bespoke sponsorship activation • 50 days “ramp-up” • Designated city-venue partnership (Sanlitun Village. The Opposite House TBC)

  17. Air & Style Beijing 2010 - MarCom 360° Air & Style Event Advertising Promotions TV / Online Media Sponsors Events Corporate Hospitality Retail Activation Government Relations Strategic Partnerships Grassroots Events/ Fan developmnt & Social Media. PR & Spokesperson Integration

  18. Air Style Beijing 2010 - Media partners CCTV-5 of China Central Television is the most influential sports channel in China. Annually the channel produce and distribute more than 1000 live programs. CCTV-5 boasts more than 300 million viewers in China. European Broadcasting Union is the largest association of national broadcasters in the world with 75 Active Members, from 56 countries in and around Europe, and 43 Associate Members around the world. Leading action sports producer and distributor to 300 TV channels worldwide

  19. Air Style Beijing 2010 – Media distribution Nat. • TV Channels [#9]: • CCTV1, CCTV2, CCTV5, CCTV9, BTV1, BTV2, BTV6, Travel Channel, Channel [V] • Print [#30+]: • Xinhua News Agency, People's Daily, China Youth Daily, China Daily, Beijing Youth Daily, Beijing Evening News, Beijing Daily, Famous Times, Beijing Morning News, China Business Times, Living Weekends, Jinghua Times, Shopping Monitor, Beijing Xinbao, Tianjin Youth Daily, Wen Hui Newspaper: China Daily, Family Week-End News, Yangzi Evening News, China Radio and Television, Beijing Youth Weekly, Beijing TV Week, Air Life, China Foreign Investment, Outdoor Magazine, SKII Magazine, SPEED Snowboarding Magazine, numerous Lifestyle and sport magazines, The Beijinger, City Weekend, TimeOut etc • Internet [#30+]: • www.sina.com.cn, www.sina.com.cn, www.b3.org.cn, www.Qianlong.com, www.ifensi.com, www.shm.com.cn, www.sohu.com.cn, www.beijing2008.com, www.xinhuanet.com, www.bjd.com.cn, www.wenweipo.com, www.bbs.zju.edu.cn, www.dahuawang.com, www.new.eyh.cn, www.snowboard.com.cn, www.lvye.info, www.saibeiski.com, www.oeeee.com, www.jsw.com.cn, www.skiing.sport.org.cn, www.dzsport.cn, www.517sc.com, www.ynet.com, www.hnkmmy.com, www.youtube.com, www.tudou.com, www.youku.com, www.viralvideos.com etc.

  20. Air Style Beijing 2010 – Media distribution Intl. • Print: • Major news agencies, leading mainstream media, selected lifestyle magazine and outdoor media focusing on USA, Canada, Scandinavia, Japan, Korea, Australia, New Zealand, Austria, Switzerland, Italy, Germany, and UK. • Online channels: • Online news and media, bloggers and communities with strong focus on USA, Canada, Scandinavia, Japan, Korea, Australia, New Zealand, Austria, Switzerland, Italy, Germany, and UK • All major Snowboarding magazines and websites worldwide

  21. Air & Style Beijing 2010 – Marketing Program • Shopping center partnerships (Sanlitun Village TBC) • Concerts, Exhibitions, Events, Fashion shows etc. • Hotel partnership (The Opposite Hotel TBC) • Industry retail • Ski-, sports-, outdoors equipment and accessories outlets • Sponsor’s retail outlets • Road-show Tier 1 cities • Tradeshow promotion • Ski centers and resorts • co-marketed and co-branded campaigns • Early season kick-off at 13 ski resorts. Offer a “free package”, presence • Interest groups, distribution of e-mails, discount coupons, direct marketing etc • Targeting of 10 -15 active social clubs (estimated reach 750.000) • Public Service HR companies i.e. FESCO and CIIT (estimated reach 2.000.000)

  22. Air & Style Beijing 2010 – Marketing Program • Broadcasting • TV & Radio Commercials • Short TV features and teasers, on Lifestyle-, sport and online channels • Radio quiz and similar activities through relevant radio channels. • OOH (Out Of Home) • Buses and Metro stops/transportation hubs in Beijing • In-Taxi TV in Beijing • 30 - 50 universities nationwide in China. • BBS promotion systems • Posters and flyer distribution • Information package with an introduction • Competition concept (web based) • University tour reaching 30 key universities in Beijing, Tianjin and Shenyang • Engaging student “ambassadors” to hype the event on BBS/ online student communities, spreading the word of mouth (links to short video clips/teasers etc). Low cost/high impact. • Short snowboard introduction sessions, shows of professional athletes, lottery ski passes and tickets to Air & Style. • Posters and Hand outs

  23. Oakley* naming right, 30% sport, 40% music PARTNER 1 15% sport, 20% music PARTNER 2 15% sport, 20% music PARTNER 3 15% sport, 20% music Co-Sponsor 1 5% sport Co-Sponsor 2 5% sport Co-Sponsor 3 5% sport Co-Sponsor 4 5% sport Co-Sponsor 5 5% sport Air & Style Beijing 2010 – Partner Structure • All prices are net • * Sponsorships sold

  24. Air & Style Beijing 2010 – Sponsorship Rights

  25. Air & Style Beijing 2010 – Sponsorship Rights

  26. Air & Style Beijing 2010 – Sponsorship Rights

  27. Air & Style Beijing 2010 – Sponsorship Rights

  28. Air & Style Beijing 2010 – Sponsorship Rights

  29. Air & Style Beijing 2010 – Timeline July August September October November December Sponsorship invitations Sponsorship contracting Sponsorship Activation Air & Style Event

  30. XIE XIE

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