European Games – Minsk 2019

Client

European Olympic Committee/Minsk European Games OC

Objectives

Promoting European Games Minsk 2019 in 10 western European countries and Implementation of events in collaboration with the National Olympic Committees of the target countries, the Belarusian Ambassadors, the Ministers of Sport, Representatives of the Parliament, Multipliers from Sports, Politics and Business, Local influencers and media.

  • Organization of PR activities
  • Organization of press trips and conferences
  • Brand image creation
  • Organization of 10 collaborative events with the National Olympic Committees

Tasks

  • Conducting a reputation survey and a comprehensive study in three target markets (Germany, Great Britain, France) to determine the existing attitudes towards Belarus and the European Games among the target groups
  • Analysis of current market and media studies (Best for Planning, AWA, LAE, MDS, etc.)
  • Paid social media campaign
  • Organization of TV campaign with selected national channels
  • Website development and its content production.
  • Organization of TV campaign with selected national channels in the 10 countries, with a focus on Sports, Travel and News channels
  • Development and execution of an image film and the creation of a VNR and a compilation “Best of the Day” for social media and the website
  • Events organization with participation of the European Games Ambassadors, mascot, local opinion leaders and influencers
  • Organization promotional events with multiplier attendees

Target groups

  • General public
  • Multipliers from Sports, Politics and Business
  • NGOs
  • Sport’s influencers
  • International Media
  • B2C: sport fans, international sports functionaries, key opinion leaders in sport, sport tourists, passive sports consumers (e.g. TV and Online spectators)
  • B2B: Tour operators, travel agencies, MICE agencies

Results

  • Refreshing the image of Belarus for European communities
  • Raised awareness of the European Games as a pan-European high class sport event
  • Successful implementation of all 10 media events
  • Attendance of at least 150 participants per event
  • Organization promotional events with multiplier attendees
  • Successfully conducted the TV and online campaign across 11 European countries

Units Involved