ACTIVATION FOR THE RACE
A successful activation for the Grand Départ will require detailed planning and a responsive approach as the event nears. But that means kick- starting specific marketing activities now to put a strong plan in place and ensure your guests have a memorable experience that is a commercial success as well. Venues may wish to have support real-time marketing activity on-site, including capturing short-form video, photography and live social updates that reflect the atmosphere on the ground. With heightened media and public interest, there may also be opportunities to host informal interviews, talks or content with visiting personalities, teams or commentators, turning your venue into part of the wider story. Combined with clear guest communications and well- managed on-site operations, this approach ensures marketing activity feels authentic, timely and connected to the moment rather than pre-planned and static.
TOP TIPS FOR A GREAT ACTIVATION
☐ Create countdowns to the main event as internal and local preparations take place ☐ Go live with content from the front line to capture the spirit and atmosphere of the event
☐ Ensure regular guest communications
☐ Remember guest and delivery access will be limited during the event – plan ahead
☐ Encourage user-generated content
☐ Create a great on-site atmosphere with signage, banners and theming
☐ You can never have enough photos of an event like this (although see the section on brand use)
© Dave Haygarth Flickr CC-BY Licence
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