Going underground in Santiago: new public buildings built underground
8362_NotteBiancaDelloSport_Presentation
1. NOTTE BIANCA DELLO
SPORT
EVENT SPONSORSHIP
TEAM MEMBERS
Tereza Bartova – Elena Giusti – Ivanna Kozak – Alessandra Lo Re
teem@centrum.cz - elenagiusti@hotmail.it
kozak.ivanna@gmail.com - alessandralore@hotmail.it
May 27,
2010
3. Background
The Notte Bianca (white night) has become a tradition among
an increasing number of cities across Europe and the rest of the world.
The city stays open to all with no admission charge for one night
in the year.
Public transport keeps going, some shops stay open, along with the
museums, galleries…
The Notte Bianca is an opportunity for promoting “low-polluting”
forms of mobility.
The Notte Bianca can be either general or it can be dedicated
to a specific area of activities – Notte Bianca dell´arte, Notte Bianca
dello sport, Notte Bianca dello shopping…
The Notte Bianca dello sport is organized by the cultural department
of the Municipality of Milan (last time – December 2009). 3
12. A young girl experiences
a series of junks:
Her car does not start,
she cannot find a help so
she decides to take the
metro, but while she is
going down the stairs the
heel of one shoe breaks
and she misses the train.
All in black and white
in order to convey the
idea of greyness.
SLOGAN:
„La vita quotidiana
non è tutta rosa
e fiori.“
TV Commercial
IDEA:
13. Then the open and pink world of
Gazzetta appears with a “pink
carpet” inviting to enter a place
where everything is pink.
16. • Directed to a female audience (presents the
typical daily junxs of women).
• Effective in conveying the core message
(step into the world of Gazzetta).
• Effective in conveying the colour of Gazzetta
(the first part is all in black and white, while in
the second one the focus is on pink- above
all for the “pink carpet” inviting people to
enter Gazzetta’s world).
TV Commercial
TV COMMERCIAL IS:
17. Ice-skating Arena I
17
Free ice-skating for all interested people.
It will be sponsored by La Gazzetta
dello Sport (their logo on the barriers
and on the ice).
People will be able to borrow ice-skates
with logo of La Gazzetta dello Sport free
of charge.
The arena will be built 2 weeks before the
Notte Bianca.
Possible souvenirs from Gazzetta: Pink
gloves and warm headphones with Gazzetta
logo for women participants.
19. Un giorno con gli atleti
The main idea: To bring these famous people closer to ordinary adult
people, to enable them to enter the world Gazzetta.
10 famous Italian athletes (focus on Italian market) sent for 1 day
to our world (world of 50 ordinary people) from the „Gazzetta world“
(world of well-known people).
Selective process – images competition.
Concept: “Spend a perfect day with your favorite athlete”
Theme: “Let a famous athlete pull you into the new world”
Location: Milan, Italy
Date: Saturday, Nov 27, 2010
Type of the event: Closed - 50 people above 18 from the public
Fixed planned program - not only sports activities.
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21. Un giorno con gli atleti
Press Advertizing
(+ conditions of competition)
• La Gazzetta dello Sport
• Magazines for women
• Magazines about life style
21
22. GIPs
„Gazzetta info points“
What: Providing with useful info about the upcoming event sponsored
by La Gazzetta dello Sport – Notte Bianca dello sport):
How: Promo tables/booths, staff needed – hostesses.
Where: Milan - Piazza del Duomo, Stazione Centrale, Malpensa, Linate
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24. NOTTE BIANCA
dello sport
La Gazzetta dello Sport as a title sponsor of the Notte Bianca dello
sport taking place in Milan in December 2010 (Saturday).
Program: sports activities held around the city enabling participants
to experience any kind of sports, accompanied by cultural events.
La Gazzetta arranges an accompanying exhibition in Triennale
running for 2 days
The exhibition results in Gala dinner taking place in Triennale on Sunday
Besides the realization of the Notte Bianca dello sport La Gazzetta dello
Sport sponsors:
24
25. NBDS: Sponsorhip
Each sports ground equipped by „Gazzetta points (corners)“
providing cosy space for participants to take a rest, to have a drink
or another refreshment, to read Gazzetta newspaper…
In the „rest corners“ participants provided with dry towels or dress shields.
Under the sponsorship of La Gazzetta other sports equipment (caps,
balls, shoes, also tennis rackets, the fencing helmets, distinctive dresses)
given out
25
Huge screens bringing Sports TV broadcasting as well as broadcasting
form all sports grounds.
Additional public shuttle buses which enable people to move
from one sport ground to another.
In each sports ground there would be placed large banners with Gazzetta
logo.
28. Exhibition I
During all the weekend a special exhibition of the famous sport
photographer Carlos Jones will be set up in Triennale.
The theme of the exhibition will be “MODERN GODDESS” showing
mainly pictures of female athletes.
Also a cycle of portraits of Gazzetta’s testimonials (specifically made
for this exhibition) will be shown in the preview during the gala dinner and
then enclosed to the next issue of “Sports Week”.
Theme: “Sport as an art”
Sub-theme: “Modern Goddess”
Location: Triennale, Milan
Date: Sa-Su, Dec 4-5, 2010
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There will be an official auction of the photos during the exhibition –
money collected for the charitable purposes.
31. Gala Dinner
Finally a private party will be organized on Sunday night as
a conclusion for our sponsorship.
300 Guests:
Responsibles of Gazzetta, potential investors from big sport companies or
institutional companies (banks..), members of the press, VIPs from the
sport’s world and the show buisiness, our testimonials.
Location: Triennale, Milan
Date: Sunday, Dec 5, 2010
Invited guests: Stakeholders, sportsmen and higher positioned people from
La Gazzetta dello Sport, media.
31
The dinner will be associated with the promotion of the charitable
purposes: A symbolic cheque will be handed to the The Brest Cancer
Foundation of Umberto Veronesi.
34. Serial Stories
Press contributions:
• La Gazzetta dello Sport
• Gazzeta special websites
Content:
A4 page with a short profile of a
sportsman and a person who
met with him/her, pictures, brief
story
10 articles in 10 issues of La
Gazzetta dello Sport
Websites
http://ungiornocongliatleti.webnode.cz/un-giorno-con-
gli-atleti/serial-stories/ 34
37. Budget
OVERALL BUDGET
SPONSORSHIP AGREEMENT € 1 311 000,00
Agreement with Comune di Milano € 500 000,00
Exhibition in Trinnale € 100 000,00
Venue fees € 20 000,00
Photographer: Carlos Jones € 58 000,00
Equipment € 7 000,00
Arranging of new photos sections € 15 000,00
Ice-skating arena € 180 000,00
Building costs € 80 000,00
Maintenance costs € 22 000,00
Equipment € 19 300,00
Staff € 4 200,00
Rent of the location € 35 000,00
Merchandising € 19 500,00
Un giorno con gli atleti € 531 000,00
Athletes´ remuneration (estimated total) € 500 000,00
Insurance € 2 000,00
Expenses during the day (incl. food, transportation) € 20 000,00
Staff and security service € 9 000,00
MEDIA CAMPAIGN € 2 050 000,00
GALA DINNER € 67 830,00
TOTAL € 3 428 830,00
38. Conclusion
We think that our sponsorship’s structure is the best for
La Gazzetta dello Sport because…
It enhances the relationship with Gazzetta readership
It reaches a broad coverage of the national teritorry
It is focused on doing something useful for the citizens
of Milan
It shows a sensibility for CSR themes
It proves the fact that Gazzetta is not only
a sport-focused newspaper
NOTTE BIANCA – BRIEF STORY
The Notte Bianca ('white night') has become something of a tradition among an increasing number of cities across Europe and the rest of the world.
The city stays open to all with no admission charge for one night in the year.
Public transport keeps going, some shops stay open, along with the museums, galleries, theatres, cinemas and there is a wide range of cultural events right across the city.
The Notte Bianca presents public areas in all their aspects such as locations that are usually closed or abandoned, suburban areas as well as prestigious locations that are part of the city’s historical legacy, revisited by the artists in an original manner.
The Notte Bianca is an opportunity for promoting “low-polluting” forms of mobility: bicycles, trams and public transport in general, river boats.
The Notte Bianca can be either general (universal) or it can be dedicated to a specific area of activities – Notte Bianca dell´arte, Notte Bianca dello sport, Notte Bianca dello shopping.
For our purposes we have chosen to sponsor the Nottte Bianca dello sport which is organized by the Municipality of Milan. We contacted the cultural department of the Municipality of Milan and it was said to us that the Notte Bianca dello sport had been organized in December 2009. They were not able to confirm us if they continue in organizing of this event also in December 2010 but we suppose that it is very real. Nowadays they are too busy with preparations for the upcoming events in summer so it is understandable that they cannot say it for sure.
PRE-EVENT COMMUNICATION
Sponsorship of ice-skating arena – timing: 2 weeks before the Notte Bianca dello sport.
Famous date – timing: 1 week before the Notte Bianca dello sport.
Advertizing in the magazine La Gazzetta dello Sport and in other magazines for women and also in life style magazines (“Sapresti fare meglio di Lui/Lei?”).
Billboards/posters – highways, railway stations, airports and other public places.
GIPs = “Gazzetta info points” – Duomo, Stazione Centrale, Milano airports – Malpensa, Linate.
Online advertizing – websites, facebook, twitter, youtube.
TV commercial – general advertizing for La Gazzetta dello Sport.
Websites: http://ungiornocongliatleti.webnode.cz/
Locations: Milano, Roma, Torino
Locations: Milano, Roma, Torino
UN GIORNO CON GLI ATLETI
Type of the event
Closed – only a limited number of people can participate:
50 people above 18 (only adults) from the public
The main idea
Finally we decided to choose only Italian athletes because Gazzetta is actually focused only on the Italian market and furthermore we take into account the question of a national pride. It basically means that it could be a bigger honor for Italians to meet with their national heroes.
The idea is to bring these famous people closer to ordinary adult people, in other words to pull them into the world Gazzetta/enable them to enter the world Gazzetta.
In that we send these famous athletes at least for one day to the world of ordinary people, we will enable them to become the part of a new world which they come from and we call this world Gazzetta´s world.
It will be assigned 5 people to each sportsman.
There will be a fixed planned program that they will follow together – the program should include not only sports but also other activities, including the everyday one – eating, shopping, visiting of an art gallery/fashion show, going to a club…because the world Gazzetta contains variety of contents (sports, fashion, music, news…).
UN GIORNO CON GLI ATLETI
We will choose 10 Italian sportsmen from different fields:
Alessandro Del Piero (football)
Gianluigi Buffon (football)
Gennaro Gattuso (football)
Marco Simoncelli (motorcycling)
Federica Pellegrini (swimming)
Flavia Pennetta (tennis)
Giuliano Razzoli (skiing)
Luca Paolini (cycling)
Bulleri Massimo (basketball)
Tania Cagnotto (diving)
Program´s proposal:
Morning program – common breakfast, participation in a training with an athlete, possibility to try everything what´s connected with the certain sports activity including official dress (football dress, swimsuits, tennis suit), relaxation massages after a competition, a race or a match…
Common lunch.
Afternoon program – shopping (in Abercrombie and Fitch for example), visit of a little bit more artistic places – gallery, museum…
Evening program – aperitivo, cinema.
Selective process - how do we choose people who will attend the main event?
It should be a kind of competition. People who will see our advertizing in La Gazzetta dello Sport can send us pictures of their fancy moments from different sport activities via email to the email address of La Gazzetta dello Sport –> the most exciting, interesting, breath-taking or cheerful pictures will be then chosen and the winners will have an opportunity to meet with one of the sportsmen. There will be 10 issues of La Gazzetta dello Sport in 10 days in advance. In each issue there will be a page dedicated to one of 10 athletes. The authors of the published images will become winners of this competition.
The content of the advertising in La Gazzetta dello Sport:
La Gazzetta dello Sport makes your dreams come true. What does it mean? Your favourite daily sport newspaper enables you or anyone else from your surrounding to spend one day with a famous athlete. Just send us a picture of your fancy moment that you captured during any kind of sport activity to our email address info@gazzettadellosport.it. The most exciting, interesting, breath-taking or just cheerful pictures will be then selected and their authors will have a possibility to meet with one of the athletes. The best pictures will be published
in the following 10 issues of La Gazzetta dello Sport whereas each issue will be dedicated to the certain athlete. For more information look also at our websites www.gazzettadellosport.it/ungiornocongliatleti.
NOTTE BIANCA DELLO SPORT
La Gazzetta dello Sport will be sponsoring the Notte Bianca dello sport taking place in Milan in December 2010. The main program consists of sports activities which are held around the city enabling participants to experience any kind of sports and at the same time these sports activities are accompanied by different cultural events.
Rich sports program:
Indoor football, total body, spinning, fitbox, pilates, karate, taekwondo, capoeira, basketball, volleyball, handball, swimming, aquagym, tennis, table tennis, ice-skating, hockey, fencing.
WHAT WILL THE SPONSORHIP CONSIST IN?
In terms of each sport ground there will be placed “Gazzetta points”, providing a cosy space for participants to take a rest, to have a drink or another refreshment, to read Gazzetta newspaper and the participants will also have a place where they can discuss their impressions and new experiences.
In these points participants will be provided with dry towels or dress shields with Gazzetta logo, also other equipment with Gazzetta’s logo: caps, balls, shoes, also tennis rackets, the fencing helmets etc.
In terms of sports activities in which players need to distinguish themselves, Gazzetta could provide them with distinctive sporting costumes with its logo.
Gazzetta will provide photographers and cameramen to capture all activities that will go on and all materials will be uploaded online, so visitors can find it on our websites, or facebook and flickr.
There will also huge screens bringing Sports TV broadcasting as well as broadcasting from all sports grounds with actual activities of participants (edited, with music already..).
Additional public shuttle buses which enable people to move from one sports ground to another without any troubles. All shuttle buses will have the same design as our advertising campaign on billboards around the city – black coloured, Gazzetta logo and with a motto: “Sport as an art” to alert people that the exhibition on theme “Modern goddess” is held in Triennale during the Notte Bianca dello sport.
In each sports ground there will be placed large banners with Gazzetta logo.
EXHIBITION IN TRIENNALE
As the title sponsor La Gazzetta dello Sport will arrange an exhibition in Triennale. The exhibition will be focused on the work of famous photographers on the topic “Sport as an art”. The exhibition will start on Saturday evening during the Notte Bianca dello sport and will continue also during Sunday resulting in the Gala dinner in Triennale. The exhibition will also involve an auction of the exhibited photographs. All money collected will be used for charitable purposes.
Sub-theme of the exhibition: “Modern goddess” – highlighted role of women in different sports fields. For this purpose one of the more famous Italian photographers will be hired. Not only his new works which will be made only for the purpose of this exhibition will be used but also some pieces of art from his older work, everything on the same topic which can be simply explained like contemporary women in sports.
GALA DINNER
It could be rather an aperitivo style which enables people to get in touch more deeply.
We would like to create a space for at least a little small talks between participants.
Accompanying activities: dancing, singing, taking of pictures with sportsmen.
Gazzetta is only the promoter of this cause that it considers link to the exhibition and to its repositioning mission.
Gazzetta is not directly going to ask the participants of the dinner for money. Its aim is to give them an enjoyable night and to show the fact that Gazzetta has a Corporate Social Responsability towards sensitive topics especially related to the women’s world.
POST-EVENT COMMUNICATION
Updated facebook page with new photos or other contributions or comments.
Serial stories in the magazine La Gazzetta dello Sport – contributions from people who had a good luck and could spend one day with a famous sportsman - A4 page with a short profile of a sportsman and a person who met with him/her, pictures, brief story what they did together (10 series in each number of Gazzeta after the event).
All serial stories will be at disposal on websites too.
Some of the photos that will be exhibited in Triennale will later occur in Gazzeta newspaper.
Carlos Jones – examples of his work.
(Source: http://www.carlos-jones.com/gallery.php?sect=1&p=4&id=131&n=1)
Reference:
Also a circle of portraits of Gazzetta’s testimonials (specifically made for this exhibition) will be shown in the preview during the gala dinner and then enclosed to the next issue of “Sports Week”.
Conclusion
It enhances the relationship with Gazzetta readership giving them a message in alignment with its positioning strategy.
It reaches a broad coverage of the national territory through mass media.
It is focused on doing something useful for the citizens of Milano.
It shows a sensibility for CRM themes particularly related to the women’s world.
It proves the fact that Gazzetta is not only a sport-focused newspaper but a comprehensive one involved also in artistic and cultural instances.