 |
|
DEMOGRAPHICS back to top The ASPAC motto is "If you're old enough, you're good enough". With the most common starting age for Masters sports men and women being 30 years (some sports have a younger cut off age), the target demographic is all men and women over the age of 25 years! A qualitative research study carried out by Yann Campbell Hoare Wheeler in June 1999 identified the participant profile to be:
Outcomes of this research are supported by additional market research conducted by Griffith University after the 2000 Asia Pacific Masters Games. Consequently the active, over 30's demographic remains our primary target market, however strategies are being developed to expand the appeal of the Asia Pacific Masters Games and to tap into new markets for the event. These strategies include introducing new sports such as BMX and Motocross to attract more adventurous, thrill seeking participants, OzTag to attract more team players who travel and spend in groups and the French game of Petanque to attract relaxed participants who enjoy the finer things in life. MARKETING PLAN back to top Our market research has shown the top three first sources of information on the Asia Pacific Masters Games are;
Consequently we are applying the bulk of our marketing resources in these areas. Sports organisations, teams, clubs and gyms will be targeted by way of direct mailing of posters, brochure and entry application forms and by personal visits to centres either by Asia Pacific Masters Games staff or Sports specific personnel. This will incorporate road trips along the east coast of Australia and throughout New Zealand whereby operators and patrons of sports clubs, gyms, fitness centres and sports events are hand delivered information on the event. Direct mailing of 25 000 Entry Application Forms, 4 x 25 000 Newsletters, and 1 x 5000 Games Guides to persons on our database commenced in January 2002. This exercise sees our 3rd most effective marketing activity, direct mail, commencing after people have past the distractions of the festive season, and have started planning the year ahead. The combination of direct mail and promotion through teams, clubs and gyms will then stimulate our 2nd most effective marketing tool, word of mouth promotion. These top three campaigns which make up nearly 80% of the first source of information on the Games will be fully supported by regular media releases and home town publicity campaigns, advertising via press, sports journals, radio and television outlets, trade expos, attendance at other Masters Games, electronic newsletters and promotion of the Games website. Other key marketing activities will establish strategic relationships within the tourism industry. This will include the creation of an Asia Pacific Masters Games office in Japan supported by QANTAS Japan, Tourism Queensland and the Australian Tourism Commission, the provision of marketing support to Tourism Queensland in Auckland New Zealand to undertake concentrated marketing of the event in New Zealand to individuals, travel agents, travel wholesalers and sports clubs. The involvement of the Gold Coast Tourism Bureau in our marketing has proved beneficial for the 1998 and 2000 Asia Pacific Masters Games and this continues for the 2002 Games. Negotiations have commenced to appoint proactive sports travel agents in China and the USA. In total over $100,000 has been allocated to market the event. With the support and input from sponsors, that spend will be increased accordingly. SPONSORSHIP BENEFITS back to top A specifically tailored program can be developed to meet your strategic marketing requirements if desired. Such components could include any of the following:
SUPPORTERS AND SPONSORS back to top The Asia Pacific Masters Games has the endorsement of and is supported by the Queensland Government, Queensland Events and the Gold Coast City Council. The ongoing support and opportunities afforded by these organisations continue to provide substantial benefits in the development of the Games. Substantial support in marketing and promotion of the Games is obtained through the Gold Coast Tourism Bureau as well as the national and international offices of Tourism Queensland. The Australian Tourist Commission fully supports and endorses the event and Qantas Airways also provide support through their extensive network in conjunction with these tourism bodies. Other corporate partnerships are being developed to assist in the successful delivery of the event. DATE & TIMING OF SPONSORSHIP back to top 21 to 29 September 2002 will see over 5,000 participants from more than 20 nations converge on the Gold Coast for nine days of sports and eleven days of social programs. Whilst initially endeavouring to secure sponsorship for the 2002 Games, ASPAC ideally is looking for long term arrangements that can be developed and nurtured over time. The Asia Pacific Masters Games are scheduled every two years on the Gold Coast until at least 2006, providing an opportunity to ensure exclusive involvement in future Games if desirable. It is important to note that the benefits of sponsorship extend over the two year period of each Games and are not restricted just to the year the Games take place. EXPOSURE POTENTIAL back to top ASPAC is one of the major events in the Gold Coast sporting calendar. As such media interest is high with the event being extensively reported in both electronic and print media. Subsequently, a substantial marketing and advertising budget of over $100,000 has been established for the 2002 event. Paid advertising and promotion will complement the extensive media coverage of the event, by promoting and raising awareness of the games beyond the Gold Coast region. Pre event advertising will be placed in national sports journals with overseas activity being targeted to Asia, Japan, New Zealand, Oceania and West Coast USA. As in 1998 and 2000, the Games again has an official Asia Pacific Masters Games website, located at www.mastersgames.com.au. This site features information on the Games with a daily update on results. Sponsor identification is included and a link to sponsors web sites can be included if required. Most traditional media provides no additional exposure beyond the on-air time or publication life span. Sponsorship with the Asia Pacific Masters Games will provide exposure and leveragability for months before the event, during the event and on a continuing basis after the event. It is significant that planning is ongoing - whilst one Games is finishing the next is commencing. Extensive news, human interest and other stories on the event through the electronic and print media, will ensure that your exposure will be received in a relaxed and receptive way, reinforcing and building on the obvious 'sell' in your traditional advertising and promotional activity. ESTIMATED ATTENDANCE back to top Over 9,500 athletes participated in each of the 1998 and 2000 Games. Due to external influences, participation in 2002 is expected to drop to 5,500 competitors, before returning to more than 10,000 in 2004. Apart from the significant participant base, on average one additional person accompanies each visiting athlete. An economic impact study carried out by Griffith University on the 2000 Games, identified that the Games resulted in a $9.9 million direct benefit to the Gold Coast region with additional benefits to the Queensland economy. The study also revealed that 83% of visitors surveyed indicated that this was an additional trip that would not have occurred if not for the Games. Specific questions were put to past participants to obtain relevant data on behavioural and spending habits during the Games. It is intended to repeat this exercise in 2002 and consequently the opportunity exists for Games' sponsors to include questions within that research. Whilst the 2002 event is the 3rd Asia Pacific Masters Games, it will be the seventh in a series of successful Masters Games conducted in Queensland through auspices of Queensland Events. The following figures confirm the growth of this sporting event on the Gold Coast:
SIGNAGE OPPORTUNITIES back to top With over 50 sporting venues and the Official Games Village as a central point for participants and supporters, ASPAC are able to offer extensive signage opportunities. Games Village The Official Games Village is will be established in the picturesque surroundings of the Broadwater Events Parklands at Southport. During the eleven days of the event, total visitation to the Games Village is expected to be well in excess of 25,000 people Sports Venues Each of the 50 plus sporting venues utilised during the Games can provide opportunities for logo positioning and branding. Corporate Functions & Launches All official functions and launches relating to ASPAC 2002 will have strategically positioned banners on display. |
||||||||||||||||||||||||||||||||||||
| For more information: |
|
Contact: Stan Perkins / Chief Executive Officer |
 |
 |
 |
|
|
|
|
|
|
|
|
|
Merchandise: |
|
|
|
|
 |
 |
|
