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

©Copyright 2005, Marvels Consulting, All rights reserved

● 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

Event History


Guangzhou （ 5/29/2004)）Hangzhou （ 6/12/04）

Shanghai （ 6/26/04）

• Year 2002 One City

• Year 2003 Three Cities

• Year 2004 Eight Cities

Background


Press Conference

Registration（ 5 － 8 weeks）

Event Day

Hotline & Group Registration

Road Show

Sponsor’s Employees

Starting Ceremony

Running & Walking

Ending Stadium

Registration (over 100 outlets)

Event Design


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!

Event positioning


●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 brand equity

– transfer skills locally

Opportunities


Governmentendorsement

Good CorporateCitizenship

Relatively low entry cost

Brand advocacy

Build loyalty

Shape consumerbehavior

Grass rootsGrass rootsSponsorshipSponsorship

eventsevents

Engage with yourCustomer

Cut throughclutter

Grass Roots Benefits


Hospitality

Merchandise

PR

Grassroots

DM

PromoMedia

SPONSORSHIPSPONSORSHIPOnline

Leveraging Sponsorship


● TV● Newspaper● Bus Station● Bus Body Ad.● Subway

• Outdoor

• Web-site

• Magazine

• National Promotion

• 5000 Free Registration

Leverage Program


• Non-Competition• Run and Walk

Running—5-6K


Spokesperson-Ms. Wang, Junxia


Outside Stadium Activities


Inside Stadium Activities


Media

Wang Junxia

TV Newspaper & Magazine

Web-Site Outdoor Ad. Radio

Press Conference

Registration Event Day

Charity

Media


TV

30’ Highlight Event TVC (15”/30”) Event News

Newspaper

Editorial Article PR Push Story Event News

TV & Newspaper


Marketing Materials


Weekend Road Show


Signage


- 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

Conclusions

Date post:	10-Feb-2016
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The event was created in 2001 Implemented in Shanghai 2001 20,000 guaranteed attendants

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