Laguna Phuket Marathon Event Promotion Recommendations

1
Laguna Phuket Marathon Event Promotion
Recommendations
2
Presentation Outline

• Your Requirements
• Market Barriers and Opportunities
• Strategies and Tactics
• Theme
• Implementation
• Work Details
• Costs

3
Your Requirements
1
Recommend strategies and tactics on how invite
the Thais participation on Phuket Marathon in
June 2009
2
Participation is expected to increase from 4,000
to 5,000 persons
4
Market Barriers and Opportunities
The Thais are not yet into the running
culture.
However, if we give them the motivation and
incentive, the chances for them joining will be
higher.
Thais love to do activities as a group rather
than individually
Giving them optional activity where they can run
together with fellow Thais will be more
attractive for them. Plus, they will not be
pressured to speak a foreign language which can
turn them off easily.
Phukets distance
The cost of going to Phuket for airfare and
accommodation is not affordable for all Thais.
So, concentrate on locations within Phuket and
the nearby islands.
Reason to join
Using running or competing to run even if
its Phuket Marathon is not the strongest
motivation pull. Creating a sub-theme that
appeals to the Thais can switch an indifferent
attitude to excitement.
5
Strategies and Tactics
Making it a FUN activity by creating a special
category for GROUP RUNNERS like a family or a
group of friends
6
Strategies and Tactics continued/
Creating a theme that has an emotional pull like
tying it-up with charity, concerning the
environment, helping the health or improving
social relations.
Include other fun and interesting activities
rather than just having a marathon
7
Strategies and Tactics continued/
Proximity or distance to Phuket
Thus, nearby islands are mandatory to be visited.
To make it more irresistible to join, provide
coach or van to pick them up and bring to the
venue.
8
Strategies and Tactics continued/
Lifestyle and income especially if they are in
other regions like Bangkok
Since people in Bangkok can afford, approach the
target groups according to the theme like health
conscious families and career people, rich and
young Thais who like giving back through
charities, those who are into supporting the
environment, etc.
9
Strategies and Tactics continued/
Combine a commando invitation and sign-up team
with mini events that will culminate on the week
before the event and joined by celebrities.
On the marathon event day/s, set-up an extra
activity that can be enjoyed by families, friends
in case they cannot join the night party.
10
Strategies and Tactics continued/
For the Night Party, instead of simple eating
drinking, add twist by making it a night for
connecting with new friends (perfect for single
men and women)
11
Strategies and Tactics continued/

• Distributing POPs directly to target and in
  venues
• where they can be reminded of it constantly

12
Strategies and Tactics continued/

• Using local radio stations to promote the event

• Roving van with recorded message on speakers

Giving away souvenirs that can remind them of
their wonderful experience at Phuket Marathon
13
Theme Option 1

• WE will make running more meaningful by using the
  hearts health as the primary reason why they
  should.
• This theme will have both the health and the LOVE
  angle as well. For the single men and women, the
  After marathon Meet and Match Party is the best
  way to meet new friends.
• For the charity part, we can donate a portion of
  fees paid to institutions for disable kids or
  those with heart defects.

14
Theme Option 2
Run for your Lives
A 5K10 K Run/Walk to Benefit Your Health and the
Environment
Our health as individuals is inextricably tied to
the health of our environment. This marathon
can be used to educate the runners about the
importance of heart health to our bodys well
being and the importance of trees to the
well-being of our environment. A portion of fees
paid can be given to charity concerned with
global warming.
15
Sample Event Logos
16
Implementation
17
Pre-Event
Commando and Sign-Up Team
We will have a running commando who will wear
sexy running gear that will have the information
of the Phuket Marathon.
18
Pre-Event continued/
Target Venues
Bangkok
Phuket and surrounding areas

• Surathani
• Samui
• Phangan
• Krabi
• Trang
• Songkhla

19
Pre-Event continued/
Mini-Event and Sign-Up
We will have mini events per town where we will
conduct mini marathons and invite celebrities to
join to catch more attention.
20
Pre-Event continued/
POP Installation
Where to install?
We will install banners in the surrounding towns
and islands in Phuket and in Bangkok.

• parks
• fitness centers
• shopping malls
• offices

21
Pre-Event continued/
Roving Van
A Roving Van will go around surrounding areas of
Phuket and promote the Marathon by announcing
catchy phrases that will get people interested.
Vans will announce
Schedule
Vans will go around each town twice a week, a
month before the marathon.
Local Radio
"Let Your Heart Lead You this 2009"
Follow your heart, this year 2009, Come and
Join Laguna Phuket Marathon"
3 Spots/station per day
22
During the Event

• Create Special Category for Group Members

Family
Family Marathons are for families that are
looking for an adventurous holiday together and
more focused on spending quality.
As an option they can also have a special
promotion for their accommodation since they
signed up as a group.
23
During the Event continued/
Families who join in the marathon will be given
an exceptional rule, they have to hold hands
throughout the whole run, until the finish line.
Family Marathons will start two hours after the
main event, and it will end with an awarding in a
barbeque party.
24
During the Event continued/
Friends
Same mechanics as Family only they run as friends
grouped into 3-6.
25
During the Event continued/
After Event Party
Fun Fair at Day Time

• After the event, we will set-up a fair type of
  activities with games, finger food, rides, etc
  where families, friends can enjoy especially if
  they cant join the night after party

26
During the Event continued/
Meet and Match at Night Party
Make the night party interesting for couples and
for single men and women to meet. With karaoke,
ballroom dancing, and blind date as fun
activities.
27
Souvenir
Make it memorable by giving them a simple token
like I followed my heart at Phuket Marathon
2009 stickers or button pins.
28
Cost Estimates
Please choose the option idea and shop any
activities you agree and we will discuss about
cost estimates.
29
Thank You