Friday, July 3, 2009
Tourism Benefits
AYG 2009 has definitely, more or less, boosted our inbound tourism. Most of the participants flew in from overseas. Moreover, there are supporters from their country coming over to Singapore just to support them. An event of such scale would also generate some curiosity or interests in people living outside Asia. However, I believe that the expected tourist arrivals target was not met, due to the current global economic crisis and the H1N1 virus.
References:
http://en.wikipedia.org/wiki/Southeast_Asian_Games
http://www.ayg2009.sg/page/TheGames/TicketsandMerchandise/0,,12804~1644675,00.html
References:
http://en.wikipedia.org/wiki/Southeast_Asian_Games
http://www.ayg2009.sg/page/TheGames/TicketsandMerchandise/0,,12804~1644675,00.html
The Stakeholders
- Host organisation (Singapore Asian Youth Games Organising Committee)
- Host community (Singaporeans, Permanent Residents)
- Sponsor (100 PLUS, F&N Ice Mountain, DHL, HP, MILO etc)
- Media (TV, Radio and Magazines etc)
- Co-Workers (Student-volunteers)
- Participants and Spectators
Best Practices for AYG 2009
These best practises are some very good ideas of marketing and attracting the attention of people. Here are some of the things that I have noticed, which are done especially well by the organisers:
· Concessions for children and senior citizens, which would encourage people of these groups to attend or participate in this event.
· Cute and useful merchandises which will definitely attract kids as well as parents.
· Event dates are spread out rather evenly to minimize chances of clashing of events.
· Theme song: Asia's Youth, Our Future. Music and lyrics totally brings out the gusto of this event
· Official Mascot: Frasia (pronounced as Fra-sher) meaning 'Friends of Asia'. It is the embodiment of the values and spirit associated with Olympism - friendship, respect and excellence. It also constitutes a spirited representation of young hearts and minds in pursuit of sporting excellence.
· Concessions for children and senior citizens, which would encourage people of these groups to attend or participate in this event.
· Cute and useful merchandises which will definitely attract kids as well as parents.
· Event dates are spread out rather evenly to minimize chances of clashing of events.
· Theme song: Asia's Youth, Our Future. Music and lyrics totally brings out the gusto of this event
· Official Mascot: Frasia (pronounced as Fra-sher) meaning 'Friends of Asia'. It is the embodiment of the values and spirit associated with Olympism - friendship, respect and excellence. It also constitutes a spirited representation of young hearts and minds in pursuit of sporting excellence.
8Ps in Marketing Events
EXPERIENTIAL
Product
Athletes from various countries undergo trainings and practices to prepare themselves for these multi-sports events. The AYG is open to a much wider or larger geographical scope in comparison to SEA Games.
For AYG, participants are youths aged 14 to 17 and they're from different parts of Asia.
For SEA Games, there are no age requirements and the participants are only from South East Asia.
Place
The events are held at various locations in the host city/country.
For AYG, there's only 10 sporting events.
For SEA Games, as much as 45 sporting events were held.
Programming
The programming is basically quite similar as both are sporting events.
For AYG, the opening ceremony is held indoors.
For SEA Games, the opening ceremony is held outdoors.
People
Includes the participants, audience (TV), hosts and guests.
For AYG, it also includes participants and supporters from all over Asia, volunteers from various schools approached by organisers, rangers, security guards, medics and the SISTIC ticketing agent.
For SEA Games, it only includes participants from South East Asia only.
FACILITATING
Partnerships
The most common partners are governmental agencies.
For AYG, we have NTUC FairPrice, Samsung Electronics, Volvo, Jaguar, NETS, Fairmont Singapore, Swissôtel The Stamford and SISTIC ticketing agent.
For SEA Games, we have Milo, CocaCola, SiamSport, TOT(telecommunications system), PTT(chemical company).
Promotion
Both events had advertisements on TV commercials.
An AYG Facebook page have been set up to allow ‘Fans’ or readers to have another alternative, other than the Official website itself, to get updated information on the results of the games.
No sales of merchandises can be found on the SEA Games 2007 website.
Packaging & Distribution
AYG organisers have put in more effort in the packaging & distribution as compared to SEA Games’ organisers.
For AYG, website is beautifully done up. Easy access and navigation to pictures and details of the event and SISTIC is the official ticketing agent.
For SEA Games, website is done up rather well. Navigation buttons are found on the left sidebar.
Price
The AYG items/products are priced rather affordably, might be due to the recent recession.
For AYG, the tickets are priced at 5-23 SGD and the merchandises are priced between 4.50-10.50 SGD.
For SEA Games, the tickets are priced at 20-1500 Baht (Around 0.85-63.86 SGD)
Product
Athletes from various countries undergo trainings and practices to prepare themselves for these multi-sports events. The AYG is open to a much wider or larger geographical scope in comparison to SEA Games.
For AYG, participants are youths aged 14 to 17 and they're from different parts of Asia.
For SEA Games, there are no age requirements and the participants are only from South East Asia.
Place
The events are held at various locations in the host city/country.
For AYG, there's only 10 sporting events.
For SEA Games, as much as 45 sporting events were held.
Programming
The programming is basically quite similar as both are sporting events.
For AYG, the opening ceremony is held indoors.
For SEA Games, the opening ceremony is held outdoors.
People
Includes the participants, audience (TV), hosts and guests.
For AYG, it also includes participants and supporters from all over Asia, volunteers from various schools approached by organisers, rangers, security guards, medics and the SISTIC ticketing agent.
For SEA Games, it only includes participants from South East Asia only.
FACILITATING
Partnerships
The most common partners are governmental agencies.
For AYG, we have NTUC FairPrice, Samsung Electronics, Volvo, Jaguar, NETS, Fairmont Singapore, Swissôtel The Stamford and SISTIC ticketing agent.
For SEA Games, we have Milo, CocaCola, SiamSport, TOT(telecommunications system), PTT(chemical company).
Promotion
Both events had advertisements on TV commercials.
An AYG Facebook page have been set up to allow ‘Fans’ or readers to have another alternative, other than the Official website itself, to get updated information on the results of the games.
No sales of merchandises can be found on the SEA Games 2007 website.
Packaging & Distribution
AYG organisers have put in more effort in the packaging & distribution as compared to SEA Games’ organisers.
For AYG, website is beautifully done up. Easy access and navigation to pictures and details of the event and SISTIC is the official ticketing agent.
For SEA Games, website is done up rather well. Navigation buttons are found on the left sidebar.
Price
The AYG items/products are priced rather affordably, might be due to the recent recession.
For AYG, the tickets are priced at 5-23 SGD and the merchandises are priced between 4.50-10.50 SGD.
For SEA Games, the tickets are priced at 20-1500 Baht (Around 0.85-63.86 SGD)
Asian Youth Games 2009 versus South East Asian Games 2007
The Asian Youth Games (also known as AYG), is a multi-sport event for athletes aged between 14 and 17, which will be an ideal avenue for participating National Olympic Councils to build good relations within the Asian family.
The Southeast Asian Games (also known as the SEA Games), is a biennial multi-sport event involving participants from the current 11 countries of Southeast Asia. The games is under regulation of the Southeast Asian Games Federation with supervision by the International Olympic Committee (IOC) and the Olympic Council of Asia.
The Southeast Asian Games (also known as the SEA Games), is a biennial multi-sport event involving participants from the current 11 countries of Southeast Asia. The games is under regulation of the Southeast Asian Games Federation with supervision by the International Olympic Committee (IOC) and the Olympic Council of Asia.
Reflection
I have been to the Singapore Asian Youth Games 2009, Beach volleyball competition at the Sentosa Siloso beach, and was impressed to see a nicely done event layout and the installation of elevated seats in the outdoors.
The main purpose of this event is to enable participants from various countries, a chance to compete against each other and determine their performances.
The participants looked friendly and nice. But when it comes to the start of the match, their facial expressions changed. The strong desire to win can be seen on their faces and by their powerful spikes.
Other than spikes, many other moves were demonstrated. This also creates a chance for weaker competitors or participants to learn and improve themselves.
By having the games, it also gives Singapore a chance to test organisational and logistical capabilities in advance of the 2010 Youth Olympic Games.
The main purpose of this event is to enable participants from various countries, a chance to compete against each other and determine their performances.
The participants looked friendly and nice. But when it comes to the start of the match, their facial expressions changed. The strong desire to win can be seen on their faces and by their powerful spikes.
Other than spikes, many other moves were demonstrated. This also creates a chance for weaker competitors or participants to learn and improve themselves.
By having the games, it also gives Singapore a chance to test organisational and logistical capabilities in advance of the 2010 Youth Olympic Games.
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