Welcome. are different, in essence, from other men. If you want to win something, run 100 meters. If you want to experience something, run a marathon

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3 01 We are different, in essence, from other men. If you want to win something, run 100 meters. If you want to experience something, run a marathon Emil Zatopek Greatest runners of the 20th Century Welcome 03

4 Introduction /Main Points /Strategic Directions /Overview Welcome 04

5 Table of contents 01 Welcome Introduction 02 About Mission Key target groups Values MarCom #winthewind #why2run Channels 06 PR Campaign Press Conference Technical Registration Application Facilities Transport & Sec. LOC LOC structure Route Map Route & Distance Start & Finish Fan Zones 04 Experience Marathon Experience Sponsorship Budget Sponsorship opportunities Sponsorship package 08 Bonus Bonuses & Loyalty

6 About 02 The blisters in your legs will be temporary but the glory of being a marathon runner is permanent. 06

7 About Baku Marathon 2018 A major sport event - Marathon is planned to take place in a unique city - Baku in terms of its distinguishing historical and geographical features. The course of Baku Marathon will cover the distance of 21 km from its Start point (Flag Square) to Finish line (Baku Olympic Stadium). Planned number of runners is 15,000 people that include also politicians, athletes, celebrities and other opinion leaders who will run along participants of the event. About 07

8 About Most people run a race to see who is fastest. I run a race to see who has the most guts. Steve Prefontaine 08

9 About Mission The mission of Baku Marathon 2018 is to set new culture in sport history of Azerbaijan. Main purpose of the event is to initiate sport industry development, motivate youth for healthy and balanced lifestyle, and unite people for a good cause. Simultaneously, the aim is to raise the revenue and maximize the profitability. Since the project is not planned to be funded by any governmental organizations, the financing of the event will be covered by the sponsors and registering fees. In Baku Marathon 2018, we are committed to our society, and to create a platform for social responsibility

10 Key Target Groups - Students: stunning 40% of last years total number; - Corporate: big businesses support the healthy lifestyle movement, big number of Baku Marathon 2018 participants lays in corporate segment; - Athletes: those who live the healthy life and professionally interested in the event. About Athletes Celebrity Politicians Opinion leaders Students Partners Individuals Corporate 10 People: Distance: 21 km

11 Remember, the feeling you get from a good run is far better than the feeling you get from sitting around wishing you were running. Sarah Condor About 11

12 Values Unity To unite people under a good cause About Wellness To encourage youth to become physically literate and have healthy lifestyle through sport Solidarity To create a feeling and interest among people to run for a good cause Positivity To stimulate and develop positivity. Make positive impact by participating. 12

13 Route If you want to become the best runner you can be, start now. Don t spend the rest of your life wondering if you can do it. Priscilla Welch

14 Map 21 km Route 14 Medical Hidration Catering WC

15 Route and the distance - Core route of 21km remains the same; - Total of 7 charging points along the route (water, toilets, vitamins, energy bars and shots). Route 15

16 Start and Finish Points Three fan zones will operate during the event day: - Start point fan zone - will be mainly used to provide last tips and short training sessions, various sponsor activations and energizing participants; - Grand fan zone at Baku Olympic Stadium (concerts, entertainment, sponsor activations). Route 16

17 Fan Zones Zones Start Mid point Finish Relax Training/Warm up Sponsor activation Transport Medical Station F&B Entertainment Kids zone Picnic zone Award zone Warderobe Route 17

18 Experience 04 Now bid me run, and I will strive with things impossible. Shakespeare 18

19 Marathon Experience Expos: all the new clothing hits and necessities for runners; Public work outs with sport celebrities and opinion leaders: can you imagine CEO of BP leading a work out with his employees? Or Olympic Champion giving tips on how to train your body before the marathon; Dedicated TV shows on Marathon and professional work out: from global marathon events to studio bits with local experts and participants. All on CBC Sport. Experience 19

20 MarCom As we run, we become. Amby Burfoot05 20

21 #winthewind communication platform - #winthewind platform is a special runners program designed to bring the participant to needed form so they can run the required distance; - #winthewin runners program operates non stop via digital domain and series of real life trainings, to maximize the positive outcome of runners performance; - Tips on diet from top global runners, work out videos, real life training sessions (both outdoor and gym) and advises on professional clothing. MarCom 21

22 #why2run communication platform - #why2run is a communication platform created to engage all the healthy life style supporters, amateurs and athletes via digital domain (70% of the weights) and other communication channels (30% of the weights); - #why2run from real life stories of former participants and followers (why do they run, what do they run for, etc.) to scientific reasons (why running is good for your health), we will interact with our target audiences in a very positive, life touching and stimulating way; - #why2run seminars and sessions for students and corporates. MarCom 22

23 Marketing Communication Channels To communicate designed a suite of branding collateral through multiple channels and campaigns that will promote, bring to life the Baku Marathon 2018 brand, and outline it s creation, purpose and services. To offer Integrated Marketing Communication (IMC) by using modern advertising campaigns that appear in multiple online and offline channels. The campaign theme which is the central message will be communicated in all below mentioned channels and promotional activities. TV commercial Digital, Web campaign (Social Networks, YouTube, Blogs) Outdoor Print Advertising Press Activities Indoor Promotion Transport BTL& Promotional activities MarCom 23

24 PR Campaign Your body will argue that there is no justifiable reason to continue. Your only recourse is to call on your spirit, which fortunately functions independently of logic. Tim Noakes

25 Press conference PR Campaign of Baku Marathon will be launched by Press Conference which will give profound information on PR activities. The main targets of the Press Conference are listed below: Announce the start of registration which will be done in the partner structures, as well as online on the official Baku Marathon digital platforms Launch the advertising campaign, widely covering different channels of communication. PR Campaign 25

26 Sponsorship 07 Pain is inevitable. Suffering is optional. Haruki Murakami 26

27 Sponsorship Project budget Based on the Project Scope and available resources, the project budget will be allocated across the participants fees and Sponsorship packages. Budget Components The project budget will provide a detailed estimate of all the costs required to organize and deliver Baku Marathon All major components of the budget are listed below: Production Marketing Sport Equipment Course Equipment Administration/Operations Runners Fees Total project budget Sponsorship Packs 27

28 Outdoor Offer Duration Period Billboards/prismas/scrollers City monitors City banners Bus branding Logo Packshot Logo Logo 5 Months Digital Offer Duration Period Cover photo Logo Facebook #winthewind Logo #why2run Logo Opportunity for sponsor activations Contest / Quizes Promo video Packshot Youtube General videos Logo 5 Months Official web-site Logo Websites News portals Mentions Announcement Mentions Sponsor`s content Sponsor related links & posts Instagram Opportunity for sponsor activations Contest / Quizes Short videos Packshots 29

29 TV & Cinema Offer Duration Period TV (Most popular national channels) Cinema (Park Cinema, Cinema+) Event Day Offer Duration Period Route News Interviews Advertisement Advertisement Perimeter boards Fan Zones (on sponsors own expense) Sponsor activations (Route & Fan Zones) (on sponsors own expense) Logo Opportunity for merchandise stands Opportunity for merchandise stand Opportunity for direct sales on spot BTL Events Offer Duration Period Sponsorship presentation Corporate runners presentation Mentions Sponsor logo on brandwall Packshot Packshot Announcement Logo on brandwall During the period 5 Months 3 Months 1 Day 1 Day 1 Day 30

30 08 Run when you can, walk if you have to, crawl if you must; just never give up. Dean Kanazes Bonuses 31

31 Loyalty and Bonuses - Various presents and bonuses for all the runners (first 100 to sign up get 1 month of free gym, first 500 runners get various discounts at sport apparel store(s), etc.); - Attendees of all training sessions get dedicated discounts and prizes; - Digital activations and challenges for various prizes from sponsors and partners. Bonuses 32

32 Technical Pain is inevitable. Suffering is optional. Haruki Murakami

33 Registration process Applicants aged 16 years or older can be a part of Baku Marathon The pool of participants : Technical Individual applicants Corporate partners (i.e. companies who don t want be a sponsor, but would like to make a donation and bring their team) Elite runners (athletes, celebrities, politicians, opinion leaders) 34

34 Application process All participants can easily apply online via official website of Baku Marathon 2018, or on special stands, located at public areas: Seaside Boulevard, Partner Hotels, Baku Olympic Stadium, Malls. For registration all applicants have to fill out application form and present ID cards. Technical 35

35 Facilities General Facilities: Refreshment stations will be placed in each 2 km, and Port-a-potties after every refreshment station Warm-up area - will be accessible 2 hours before kick-off, close to the start point Medical: Medical team will be mobile along the entire course. From start till finish there will be emergency stations every 2 km. Technical 36

36 Transport & security Transport: During Baku Marathon 2018, there will be following means of transport available: Technical Shuttle busses Trucks for runners bags Trucks for operations Transport for workforce Security: On the Event Day, Security team will be mobile all along the course, and Security points will be placed at all refreshment stations, Start and Finish Points, Event Fan Zone. 37

37 LOC Technical Baku Marathon 2018 Operations Committee will be established in order to organize the major sport event. Committee will contain specific departments for ensuring smooth operations process: 38

38 Content & Exp. Digital Press Media Branding Events Athletes & Fans Director Registration Online Info Desks Call Center LOC Commercial Sponsors Account Management Volunteer Manager Volunteers Toilets Water Route Director Technical Manager 1 Technical Manager 2 Fan Zone Finish Baku Olympic Stadium Pitstops Toilets Water Technical All needed for runners & route All needed for runners & route Route production /branding Route production /branding 39

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