Destination marketing

Here you can find practical examples of successful and outstanding destination marketing campaigns and techniques. 

Understanding Ambush Marketing

The word 'ambush' means 'an attack from a hidden position'. Ambush marketing is a way of marketing. It happens a lot in sporting events. For example, a sponsor pays money which makes possible to hold the event, in return to get publicity, media coverage etc. Ambush marketing happens when campaigns are done around the event, but there is no money paid for the event. Brands find ways to promote themselves on the same event, but the do not pay sponsorship. Even, if they want to, they cannot because one brand is an exclusive sponsor. They do not break the laws like this but sometimes get more coverage in the media or people's attention when they find a way to shine through the main sponsor.In this blog, I will show the most famous ambush marketing tricks that have won over the main sponsors in the eyes of people and the Media. Also, what has changed within last years and how ambush marketing can be prevented buy us as the event managers. 

Experience

'People will forget what you said

People will  forget what you did

But people will never forget how you made them Feel'

/Maya Angelou/

All of us know that we are being targeted. Day by day we are passing by billboards and watching adverts on the TV. But are these marketing tools enough to encourage us to choose one brand rather than another one? Do we want something more? Do we want to experience how does it feel to be part of the brand? In the following weeks we are going to introduce some of the amazing marketing practices which were used in the last few years. So are you ready to discover and participate?

          Are you ready to experience?

London

Some of you might wonder that how could ambush marketing be stopped? Well....there are rules and regulations that can be put in place but clever marketing people will find a way to use big games in their advantage.

This video will explain some of the methods that London used in order to prevent ambush marketing but lets look at the advert published by Subway. It does not mention any prohibited words, display Olympic colors or anything relevant to London2012, but when seeing these adverts on the streets and in TV, would you think of the Olympics when it is just around the corner?

Look at the official restaurant commercial of London 2012 here: 

McDonald´s Olympics- We all make the Games

The correct answer is...Reebok.

Indeed, the official sponsor for 1996 Olympics was Reebok not Nike!!

Atlanta entered the Olympic bidding in 1988, in a fierce competition with Athens to get the title 'Host city for Summer Olympic 1996'. Atlanta is also known for the home of Coca-Cola company headquarters. Although, it is always said that cities win on the basis on their bid and the facilities they can offer for the athletes, spectators, media etc., some people thought that the headquarters of Coca-cola might have been an influential factor in the choice of Atlanta.
The Atlanta bid was initiated by Atlanta lawyer Billy Payne and this decision had a big effect on the community. Thousands of people were inspired by one man's vision to bring the Games to the city. But the event is claimed to be an entirely a privet-sector phenomenon, meaning that without the usual finance from the government. It is said that The International Olympic Committee got sold out for money and everything has a cost. There was a lot of bad coverage from media when the Games were happening and also rules and regulations were not in place.

However, the game has been memorable and later reported that the crows have been the largest in Olympic history.

This is how it happened: Nike managed to build a Nike village next to the athletes village with a massive logo on display. Also it bought a significant amount of billboard space around the venue to promote the brand.