As part of out Event Management & Funding lab class at Panteion University Athens, we had to pick an event we consider successful and explain why.

1. EVENT MANAGEMENT &
FUNDRAISING
ADVERTISING
AND PUBLIC REALATIONS LAB
Department of Communication, Media &
Culture, Panteion University
ATHENS 2012

2. REDBULL CLIFF DIVING
WORLD SERIES 2011- ATHENS
As an example of successful event management
case

4. WHY?
Direct tight to brand position ( “Red Bull Gives You Wings”)

5. WHY?
Direct tight to brand position ( “Red Bull Gives You Wings”)
Enhance company’s brand image

6. WHY?
Direct tight to brand position ( “Red Bull Gives You Wings”)
Enhance company’s brand image
Buzz-Create word of mouth

7. WHY?
Direct tight to brand position ( “Red Bull Gives You Wings”)
Enhance company’s brand image
Buzz-Create word of mouth
Invoke premium image of the brand

8. WHY?
Direct tight to brand position ( “Red Bull Gives You Wings”)
Enhance company’s brand image
Buzz-Create word of mouth
Invoke premium image of the brand
Develop a world sport series

9. WHY?
Direct tight to brand position ( “Red Bull Gives You Wings”)
Enhance company’s brand image
Buzz-Create word of mouth
Invoke premium image of the brand
Develop a world sport series
Increase company’s sales (indirectly)

10. WHAT?
Event name: Red Bull Cliff Diving World Series 2011-Athens

11. WHAT?
Event name: Red Bull Cliff Diving World Series 2011-Athens
Event profile: 3rd stop (out of 7) of Cliff Diving World Series
2011, world’s top 12 cliff divers jump from a 27m cliff in
different styles-making tricks, these dives are scored by 5
high-diving judges. The top 5 divers in overall ranking will
qualify automatically for next year’s competition. The top
diver is crowned “World’s top diver of 2011”

12. WHAT?
Guest profile: Everyone

13. WHAT?
Guest profile: Everyone
Entry fees: Free

14. WHAT?
Guest profile: Everyone
Entry fees: Free
Event highlights: Several performances on the cliff before
diving

15. WHAT?
Guest profile: Everyone
Entry fees: Free
Event highlights: Several performances on the cliff before
diving
Event theme: Affiliated with the ancient world, Gods, Olympic
discipline

16. WHAT?
Guest profile: Everyone
Entry fees: Free
Event highlights: Several performances on the cliff before
diving
Event theme: Affiliated with the ancient world, Gods, Olympic
discipline
Service providers: D.j, Sound engineers, Floor
Managers, Production Managers, Directors, etc.

17. WHEN?
22 May 2011

18. WHERE?
Lake
Vouliagmeni, Ath
ens
A lake on the outskirts of Athens, perfect venue to
host the 3rd tour stop of the Red Bull Cliff Diving
World Series 2011

19. WHO?
Oganized mainly by Red Bull Hellas LTD., in association with
Red Bull, many international Headquarters especially Red Bull
Austria LTD.

20. WHO?
Oganized mainly by Red Bull Hellas LTD., in association with
Red Bull, many international Headquarters especially Red Bull
Austria LTD.
It was ran by the whole Red Bull Hellas LTD. Team (70 people
approx.) & partners

21. WHO?
Organized mainly by Red Bull Hellas LTD., in association with
Red Bull, many international Headquarters especially Red Bull
Austria LTD.
It was ran by the whole Red Bull Hellas LTD. Team (70 people
approx.) & partners
Target audience : Everybody (It was expected to be attended
by 5.000 people)

22. HOW?
Create a stop for the World Series at a culturally relevant
location

23. HOW?
Create a stop for the World Series at a culturally relevant
location
TV

24. HOW?
Create a stop for the World Series at a culturally relevant
location
TV
RADIO

25. HOW?
Create a stop for the World Series at a culturally relevant
location
TV
RADIO
OUTDOOR

26. HOW?
Create a stop for the World Series at a culturally relevant
location
TV
RADIO
OUTDOOR
PRINT

27. HOW?
Create a stop for the World Series at a culturally relevant
location
TV
RADIO
OUTDOOR
PRINT
EDITORIAL

28. HOW?
Create a stop for the World Series at a culturally relevant
location
TV
RADIO
OUTDOOR
PRINT
EDITORIAL
WEB

29. HOW?
Create a stop for the World Series at a culturally relevant
location
TV
RADIO
OUTDOOR
PRINT
EDITORIAL
WEB
GUERILLA

30. ADDITIONAL REQUIRMENTS
Local Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)

31. ADDITIONAL REQUIRMENTS
Local Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)
Location Agreement

32. ADDITIONAL REQUIRMENTS
Local Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)
Location Agreement
3 HOTELS for : MEDIA / DIVERS / EMPLOYEES

33. ADDITIONAL REQUIRMENTS
Local Authorities (POLICE, FIRE DEPT, EMERGENCY SERVICE)
Location Agreement
3 HOTELS for : MEDIA, LIVE STREAMING REDBULL.TV / DIVERS
/ EMPLOYEES
Extreme safety measures for divers & audience

34. WHY WAS IT SUCCESSFUL?
5000 ppl expected to attend -> 9000attended

35. WHY WAS IT SUCCESSFUL?
5000 ppl expected to attend -> 9000attended
External factors (WEATHER was good, no wind etc.)

36. WHY WAS IT SUCCESSFUL?
5000 ppl expected to attend -> 9000attended
External factors (WEATHER was good, no wind etc.)
Successful ad campaign

37. WHY WAS IT SUCCESSFUL?
5000 ppl expected to attend -> 9000attended
External factors (WEATHER was good, no wind etc.)
Successful ad campaign
Unique-ness of event- Unique experience of consumer that
ONLY Red Bull can deliver

38. WHY WAS IT SUCCESSFUL?
5000 ppl expected to attend -> 9000attended
External factors (WEATHER was good, no wind etc.)
Successful ad campaign
Unique-ness of event- Unique experience of consumer that
ONLY Red Bull can deliver
Drew HUGEmedia attention, social media buzz etc.

39. thank you
for your time

40. WE
Alexou Mirella @mirellation
Alevropoulou Alexia @AlexiaAlevropou
Dimitrakopoulou Aikaterini @KaterinaDimitrk
PapantonopoulosGiannis @giannis_pap2
Tutor: Tsene Lida