The adidas Sundown Marathon 2008: a Reflection

2008-06-27T15:00:00.000-07:00

1 Introduction

A Photo of my group mates, myself and event VIPs

The Adidas Sundown Marathon 2008 was the first ever night run in Singapore which boasted a total of 6,029 participants. This local event was held on the 31^st of May at Changi Point. Its route stretched across a 42km distance through the park connector network, fringed by lush landscaping. The run aimed to promote a healthy lifestyle through running while bringing participants closer to nature.

The atmosphere was carnival-like with tents of all sorts of on-site services. At the event, I had the proud honour to interview VIP race participants such as Dr. Lim Wee Kiak and Mr. Christopher de Souza. Mr. Darren Choy, the MD of Adidas, other event participants and officials too granted me interviews. Through research and interviews, referencing through books, I present my findings.

2 The Organizer

The marathon was proudly organized by HiVelocity*, a local sporting events “company built on the pure passion and love for sports”. Headed by Mr. Adrian Mok, an experienced endurance athlete, and Mr. Jeffery Foo, their primary goal is “to create great sporting experiences for all”.

Their passion and enthusiasm is coupled with two teams of energetic and driven people, namely, the Brand Team that markets and distributes international sporting brands and the Event Team which specializes in sports marketing and event management.

The Event Team strives to set themselves apart thinking out-of-the-box and doing things others are afraid to. Through creativity and the desire to go the extra mile, HiVelocity’s clients’ dollar is stretched, bringing about extraordinary sporting events. (A list of HiVelocity’s sports event services with additional information is included in the Appendix.)

*(Information on the background and services provided and logos of HiVelocity were obtained from HiVelocity’s official website at www.hivelocity.com.sg)

3 The Role of Events

· As a Place Marketer – Positive images of Singapore, especially Changi are showcased through the event. People also become aware of our park connector network.

· An Image Maker to Singapore/Changi – It builds on Singapore’s image as a destination with interesting sporting events and promotes our goal for a healthy lifestyle among Singaporeans. Also, it combats Changi’s notorious negative image.

· An Animator to Changi – The atmosphere at Changi is livened up. People who may not have visited Changi Point prior to this event become aware of its facilities and may visit it.

· A catalyst – It brings business to Changi (e.g. Retail/transportation, more taxis)

4 Its Stakeholders

Here are the identified stakeholders with brief explanations of their involvement.

4.1 The Organizer

The organizer is responsible for planning and execution. Its stake includes its image and reputation as a failed event would be tarnishing. Therefore, the organizer should be competent, well-versed with and professional in all aspects of organization.

4.2 Sponsors and Event Partners

TITLE SPONSOR:

OFFICIAL SPONSORS:

EVENT PARTNERS:

PARTNERS IN SPORTS:

(All logos/images above were obtained from the official Adidas Sundown Marathon 2008 website at www.sundownmarathon.com)

With contributions of cash or value-in-kind, sponsors/partners support financials and the marketing/promotion of the event by investing time, money, and their reputation. (e.g. Its title sponsor Adidas provided race equipment and prizes as well as promoted the event to counterparts around the world. Being an international sporting brand, Adidas with its name, carried the night run as a “top sporting experience” to participants. Had its title sponsor been a local/unknown sporting brand, the event may not have gathered such a positive response.)

4.3 Staff and Volunteers (Internal Stakeholders)

Volunteers at work

Staff and volunteers are valuable assets and are directly responsible for the execution and frontline operations. It is important for them to be clear of their roles and motivated in performing tasks so they are satisfied.

4.4 The Participants (Registered Competitors and Spectators)

Participants Pete Tegg (left) & Javier (middle) who ran the 10.5km Corporate Challenge with myself (right)

As “consumers” of the event, their thoughts/feelings are determinants of its success. Participants’ needs of safety, recreation and satisfaction should be ensured by the organizers.

4.5 VIP Participants and Guest of Honour

Picture taken of the VIP area which provided food and refreshments for VIP participants

Special care and treatment is provided for VIPs who add prestige to the event, attracting media attention. Their perception of the event is also of great significance due to their status.

4.6 Locals Living Around the Areas of the Route

The route, crossing areas from Changi to East Coast Park, Eunos, Bedok, Tampines and Pasir Ris, crosses housing areas. With over 6,000 participants running at night, residents living in the affected areas should be informed of the run, especially those who living in Changi who might be affected by noise.

4.7 The Media

The media plays their role in disseminating information and news to the general public. It is observed that a media centre was set-up especially for journalists/reporters to obtain consistent and reliable information about the event.

4.8 Traffic and Transport Authorities (LTA)

Traffic and transport authorities such as the LTA would have to be informed/engaged since the run is along roads. As a safety precaution, road users should be informed to watch out for runners.

4.9 Emergency Services (Traffic Police and SCDF)

Arrangements should be made with providers of emergency services such as the Police and Civil Defence Force so emergencies can be dealt with immediately and appropriately.

4.10 Authorities for Parks and Public Places (National Parks Board)

Since the route uses the Park Connector Network, National Parks Board’s involvement is crucial in the planning and organization of the event. Approvals from them are also necessary to execute this event.

5 The Target Market

Even though the organizers did not target foreigners, it managed to attract a 10% foreign participation rate. This was due to word of mouth.

From my observation and research, the following groups were targeted:

Local Corporations
For the 10.5km Corporate Challenge – Staff would represent their companies in an event that promotes a healthy lifestyle through running.
Local running enthusiasts aged 18 and above (Both male & female)
For the Individual and Team Events (Ultramarathon – 84km & Standard Marathon – 42km). Individuals could take part to challenge themselves, build teamwork, bond with friends and family.
VIP Participants
Their presence and participation is crucial to hype up the event, adding to its prestige, ultimately attracting more media attention.

6 Marketing Strategies & Recommendations

Overall, I feel that the marketing strategies applied in terms of the 8 ‘P’s (Product, Place, Partnerships, Promotion, Programming, People, Packaging & Distribution and Price) were satisfactory with a successful number of registered participants. This portion will have an emphasis on place, partnerships, promotions, programming and people.

6.1 Place

Its location at Changi point was strategically located next to the Changi Bus Terminal. This made the location easily accessible to participants. Shuttle buses were also chartered for convenience. Also, away from major residential areas, noise from the event would not affect a large community. In terms of parking, a few complaints were received and this could be improved in future.

As for the locations for registration, it was either at HiVelocity’s concept store or online. I personally feel that more could have been done to promote the event in central areas.

6.2 Partnerships

Tents showcasing products and exhibits of Event Partners and Sponsors

It was extremely successful in terms of its partnerships and sponsors obtained. They formed a huge line-up of “stalls” which livened up the event, creating a carnival-like atmosphere, providing retail outlets for spectators/participants as well as F&B outlets (e.g. Subway), fulfilling participant needs.

6.3 Promotions (Communications)

Paid Advertising
Newspapers – e.g. Straits Times
Selected Magazines – e.g. Men’s health
Bus Stop Ads – along the official route
Official Website – www.sundownmarathon.com

These forms of advertising were necessary to build awareness. The strategic selection magazines and street locations to post ads in were tactful and efficient. The advertising was well-thought out and therefore, effective.

Comprehensive Media Relations

Media Centre (left) & Information Booth (right)

Media Conference – held about two weeks before the actual event
Good use of Media Relations Tools – Media Releases, Online Media Centre, Media Centre at the actual event, Detailed Media Kit

It is apparent that Media Relations was a core activity in the organization of the event. In my observation, this was done extremely well as proven by the extensive media coverage for unpaid publicity.

§ Word of Mouth

At no cost, it is a powerful tool which is most effective. This was of the main “ways” participants heard about the event. The news even spread internationally, thus the foreign attendance.

6.4 Programming

I feel that even though the event portrayed a carnival-like atmosphere, more could have been done to liven up the place. The event in terms of programmes was pretty dry.

6.5 People

From my few and short encounters with staff and volunteers, they were generally helpful, enthusiastic and had good knowledge of procedures and whereabouts. This is extremely crucial to participants’ experience. HiVelocity has done a good job with this.

6.4 Recommendations for Marketing

Here are some recommendatiaons to build more awareness and widen the target audience.

Set up of Blog – Blogging today is common not just among youths. With a blog, comments and queries can be left on the site. It is also more casual so the audience are not afraid to speak up and share their thoughts and feelings.
Use of well-known athlete for endorsement – popular athletes would generally bring more publicity, especially from the media.
Road show for Registration in town – interested individuals could sign up at the road show or find out more details.
More locations to sign up – community centres could have been utilized for participants to register, making it more convenient.
Run the Route – runners/promoters could run the route prior to the event, giving our flyers to joggers that often use the route and are most likely to participate.
Introduce Half-Marathon – for amateur runners, a half-marathon would be attractive as it would be an opportunity for them to get started, widening the target audience.
More programmes could be introduced – to cater to a wider target audience and entice participants/spectators to spend a longer time at the event. (e.g. movie screenings, short musical performances, etc.)

7 Conclusion

7.1 The Organization, My Rating: 9/10

I feel the organization was excellent as the demands of participants/spectators were met.

A Bag Centre – for participants’ belongings
Information Centre – for any form of assistance or guidance
Traffic and Logistics were well managed.
Good Media Relations Plan – Received good press coverage

The only complains received according to the organizer were associated with parking which was not a big issue.

Overall, through interviews conducted with MPs and sponsors’ representatives, they were more than satisfied and looked forward to being a part of the event again.

7.2 Potential to Meet Tourism Demand

The marathon has a huge potential to meet tourism demand based on the following factors.

Unique run for Sports Tourists - Runners around the world want to run at new destinations in search of new challenges. If the run is thought of to be good, they are bound try. With the success of the marathon, those who hear about it would be looking out for it in future.
10% Foreign Participants – This clearly displays the event’s potential. Foreigners came even without promotions done internationally.
Adidas as a Title Sponsor – the brand is recognized internationally. With counter-parts around the world, the promotion of the event globally is made easy. According to Darren Choy, the MD for Adidas (Singapore and Malaysia), Adidas has plans to take the marathon to the global stage. Recognizing the brand, runners from around the world are more likely to participate.
Need for Accommodation – The official hotel was the Changi Hotel. Tourists will require accommodation and this was clearly provided for.

7.3 Meeting Singapore’s Tourism Mission

To raise the events value, it could be timed together with other planned tourist activities/events so tourists can enjoy a line-up that caters to everyone and would spend a longer time in Singapore, bringing more revenue from tourist receipts.

It would be a combined effort of organizers, event partners, but more importantly, government bodies such as the STB to take this event to the global stage through promotions. With the STB’s backing, the event would be more legitimate and recognized globally.

The first night run in Singapore, the Adidas Sundown Marathon 2008 was merely the “first step” to a sporting set for the global calendar.

Appendices

Appendix 1: HiVelocity’s Sports Events Services
· Event Consultancy	· Route Planning
· Application of Permits	· Sponsorship Canvassing
· Online Registration and Payment Gateway	· Event Website Design and Consultancy
· Planning of Fringe Activities	· Database Management
· E-Marketing	· Electronic Direct Mailers
Additional Information The company also manages a sports concept store by the name of Athlete’s Circle that offers products and educates customers on the main sports of Swimming, Cycling and Running.

Appendix 2: Additonal Pictures taken at the Event

Massage Area

Oakley Products on Sale

Volunteers Area

Finish Line

A Race Participant at the Finish Line

Spectators Awaiting a Race Winner

Prize Giving Area

Me at the Event

Venue Site-Map

Program of Events

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