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jack oughton - 05.05.11 - red bull press release assignment.pdf
1. Jack
Oughton
–
05.05.11
–
Red
Bull
Press
Release
Assignment
Campaign
Idea
Introducing
Red
Bull
–
Olympian
Still
giving
you
wings
but
with
no
caffeine
or
additives!
The
new
approach
to
an
energy
drink:
Appealing
to
the
more
health
conscious
market
that
may
not
consume
Red
Bull
out
of
a
dislike
of
additives
and
caffeine.
Though
there
is
a
sugar
free
Red
Bull,
Olympian
makes
the
full
transition
to
an
almost
completely
‘all
natural’
energy
drink.
Hence
we
have
nutritionists
offering
consultations
and
talking
about
the
benefits
of
the
new
healthier
Red
Bull
for
energy.
Also
marketed
a
sports
crowd,
not
just
people
who
need
energy
to
get
through
an
energy
slump
as
they
work
their
desk
job.
Branding
focuses
on
high
achievements
in
the
physical
and
mental
arenas,
tying
in
with
the
idea
of
the
high
achieving
Olympian
athlete.
Red
Bull
Olympian
helps
you
win
in
your
business
and
personal
life.
The
branding
focuses
on
lots
of
ancient
Greek
imagery,
which
creates
a
nice
event
atmosphere
and
plays
on
people’s
interests
in
the
history
of
the
Olympics
2. Jack
Oughton
–
05.05.11
–
Red
Bull
Press
Release
Assignment
We
want
high-‐powered
businesspeople
to
start
their
day
in
the
office
with
Red
Bull
Olympian,
instead
of
coffee!
The
main
benefit
we
are
selling
from
the
event
comes
from
the
ideas
of
a
natural,
healthy
drink
that
gives
a
good
boost
to
your
energy
and
your
health.
Everyone
can
be
an
Olympian,
with
a
bit
of
help
from
Red
Bull..
Campaign
Goals
• 700,000
total
footfall
over
the
week
period
of
the
event.
Hoping
to
average
around
100,000
a
day.
• Secure
1000
new
distribution
agreements
with
retailers
• Secure
300
new
distribution
agreements
with
sports
retailers.
• Raise
awareness
of
the
product
brand.
• Brand
the
product
as
a
high
achiever’s,
healthy,
energy
drink
• Opt
as
an
opening
into
the
sports
drinks
market.
• Continue
to
increase
Red
Bull’s
exposure
as
an
entertainment
and
events
company.
• Draw
an
audience
and
create
a
buzz
with
the
Ancient
Greek
themed
festival.
• Gain
exposure
in
press
dealing
with
ancient
history
and
performance
psychology
–
media
channels
not
traditionally
associated
with
Red
Bull.
We
will
do
this
by
appealing
to
both
of
these
markets
in
the
events
execution.
3. Jack
Oughton
–
05.05.11
–
Red
Bull
Press
Release
Assignment
• Create
a
fun,
humorous
and
tongue
in
cheek
atmosphere
around
the
idea
of
high
achievement
as
stereotyped
in
the
media.
• Sell
all
stock
of
the
limited
production
Red
Bull
Olympian
merchandise
and
cans
of
product.
• Red
Bull
will
personally
sponsor
12
of
the
most
promising
British
Olympic
team
for
2012.
The
Event:
Location:
Area
Outside
Wembley
Stadium,
London.
Date:
July
13th-‐20st
2012
(ending
one
week
prior
to
the
start
of
The
Olympics)
Layout:
3
areas
Area
1:
Olympian
Reenactment
Area
Convincing
actors
dressed
as
Ancient
Gods
interacting
with
visitors.
(I.e
Ares
is
going
to
be
a
6’10
bodybuilder
with
a
white
beard,
full
hoplite
armor
and
an
ornamental
spear)
A
mock
Parthenon,
similar
to
one
that
will
be
built
for
the
event.
Small
Museum
of
Olympic
History,
which
contrasts
the
old
Olympics
to
as
they
are
today.
Vendors
selling
Greek
and
Mediterranean
cuisine.
Mock
votive
ceremonies
and
recreation
of
Olympic
events
from
pre
Christian
Greece.
Authentic
Hellenic
atmosphere.
Free
laurel
wreaths!
Area
2:
Modern
Olympian
Area
4. Jack
Oughton
–
05.05.11
–
Red
Bull
Press
Release
Assignment
Patriotic
tribute
to
Britain’s
2012
Olympic
teams.
Host
to
the
Olympic
challenges
and
sporting
areas
Large
screens
replaying
famous
moments
from
Britain’s
Olympic
history
Speeches
and
talks
from
famous
British
Olympians;
Dame
Kelly
Holmes,
Linford
Cristie
and
Sir
Steve
Redgrave
Host
to
stage
where
famous
British
Olympians
will
speak
and
where
the
main
musical
performance
will
be
held.
Scheduled
autograph
signings
with
Britain’s
2012
Olympic
teams.
Food
and
refreshment
vendors,
along
with
sponsored
places
for
businesses
such
as
Coca
Cola
and
McDonalds.
Red
Bull
sampling
booths,
where
members
of
the
public
can
try
out
the
flavour
of
Red
Bull
Olympian
and
the
older
flavours.
Also
host
to
3
smaller
stages
for
Red
Bull’s
Unsigned
Olympian
Challenge
Area
3:
Red
Bull
Trade
fair
Trade
fair
aimed
at
retail
business
people
involved
in
the
sale
of
the
product
and
sports
manufacturers
and
facilities
that
may
consider
offering
the
product
as
a
sport
replenishment
drink.
The
trade
fair
will
also
focus
on
other
Red
Bull
products,
but
will
feature
the
Olympian
product
release
due
to
the
event
timing.
The
trade
fair
will
expound
the
benefits
of
doing
business
with
Red
Bull
Olympian’s
Opening
Sale:
Lasts
one
week.
Offers
Limited
number
(6000)
of
discount
price
cans
of
Red
Bull
Olympian.
Limited
edition
clothing
sales;
Red
Bull
Olympian
Sporting
T
shirts
and
Sports
Gear
Early
bird
discount
for
potential
retail
and
sports
distributors.
5. Jack
Oughton
–
05.05.11
–
Red
Bull
Press
Release
Assignment
Events:
SPORTING
AREAS
10
Olympic
sports
tryout
areas/booths
with
professional
coaches
on
hand
to
teach.
These
include
activities
such
as
shot
put,
high
jump,
sprinting
and
javelin.
These
host
the
Olympic
Challenges,
explained
below.
OLYMPIC
CHALLENGES
–
10
winners
from
each
sporting
area
(for
example,
those
who
get
the
best
time
on
the
sprint
and
the
most
distance
on
the
long
jump)
–
win
a
year’s
supply
of
Red
Bull
Olympian.
VANGELIS
PERFORMS
CHARIOTS
OF
FIRE:
We’ve
paid
an
exorbitant
amount
of
money
to
get
Vangelis
to
perform
a
one
off
set
from
the
film/album
Chariots
of
Fire.
As
Red
Bull
are
a
youthful
tongue
in
cheek
brand,
the
marketing
will
definitely
have
a
lot
of
fun
pushing
the
old
film
clichés
of
slow
motion
running
and
feats
of
endurance
during
the
performance.
Vangelis’
performances,
although
rare,
are
always
epic
in
scope
and
imagination.
REDBULL’S
UNSIGNED
OLYMPIAN
CHALLNGE:
3
stages
for
bands
to
get
personal
exposure
–
each
band
has
to
have
at
least
1
tongue
in
cheek
‘motivational’
song/cover
(ie.
Eye
Of
The
Tiger).
30
bands
will
play
overall
(10
on
each
stage
over
the
week)
winners
will
be
granted
a
record
deal
with
Red
Bull
Records
(newly
formed
for
this
event).
The
first
album
will
have
Olympic
themed
imagery
and
a
DVD
of
live
footage
from
their
performance
at
this
event.
These
bands
will
bring
extra
fans
along
to
add
to
overall
footfall.
The
music
will
help
solidify
Red
Bull’s
brand
as
an
events
and
media
company,
not
just
a
sports
drink.
Cost
Centre:
• Cost
of
coaches
on
hand
+
public
insurance:
£2000
(£200
for
a
day
x
10
coaches)
• Cost
of
actors
dressed
as
Gods:
£1200
(£150
per
actor
for
8hrs
work
x
8
actors)
• Cost
of
celebrity
speakers
[Cristie,
Redgrave
and
Holmes]:
£45000
(£5000
daily
flat
fee
x3,
over
3
days)
• Cost
of
15000
‘fake’
laurel
wreaths:
£500
(short
production
run
of
plastic
headwear
at
0.3p
each)
6. Jack
Oughton
–
05.05.11
–
Red
Bull
Press
Release
Assignment
• Cost
of
a
10
competition
winners
who
win
a
years
supply
of
Redbull
Olympian:
£1825
(365
cans
of
red
bull
at
£0.50,
x
10)
• Set
cost
(including
Parthenon)
of
Olympian
Village
and
Museum:
£10000
(combined
installation
budget
for
various
contractors)
• Staff
costs
of
500
supervisory
staff:
£262,500
(£75
x
500)
x
7
days)
• Costs
of
limited
print
run
of
Olympian
Sporting
T
shirts
and
Sporting
gear.
£5000
• Costs
of
initial
run
of
Red
Bull
produced
at
cost:
£1200
(6000
x
£0.20)
• Cost
of
4
year
sponsorship
for
12
Olympians
(starting
at
the
end
of
thjis
Olympic
event.):
£144,000
(£250
bursary
a
month,
each
for
4
years
-‐
£12000
x
12)
• Space
Hire,
Public
Liability
and
Permission:
£7m
• TOTAL
COST
ESTIMATION:
£7,473,225
3.
Media
Plan
All
article
pitches
reference
the
launch
event
and
the
new
product
Success
Magazine
(personal
achievement
angle
–
pitch
examples
of
Olympian
achievements)
Psychologies
(personal
achievement
angle
–
pitch
psychology
case
study
of
a
wining
Olympian)
Psychology
Today
(self
help–
overcoming
barriers
to
your
personal
Olympic
records)
Time
Out
London
(London
angle)
Youtube
(Pitch
a
sponsorship
for
the
Red
Bull
channel
for
the
week
,
posting
a
live
feed
online
and
‘best
of’
segments
from
the
festivities)
The
Metro
(London
angle)
Channel
4
–
(Pitch
youth
themed
documentary
about
Britain’s
Up
and
Coming
Olympians,
who
will
be
performing
in
2012,
including
lots
of
footage
from
the
Red
Bull
event
,
and
Red
Bull’s
sponsorship
of
these
athletes)
Sports
Management
(sports
marketing
angle
–
pitch
launch
as
case
study)
BBC
1/2
–
(pitch
rights
for
capturing
the
event
live
as
a
festival,
especially
the
highlights
as
live
speeches
and
music)
7. Jack
Oughton
–
05.05.11
–
Red
Bull
Press
Release
Assignment
Our
Combination
Of
Print,
TV
and
Online
media
ensure
that
we
get
a
range
of
coverage
in
various
channels,
across
different
timeframes.
Men’s
Health
(Training
angle
–
pitch
Olympic
workouts)
GQ
Magazine
(Fashion
angle
–
pitch
Olympic
style
article)
Esquire
Magazine
(lifestyle
angle
–
pitch
Olympic
style
magazine)
Healthy
Magazine
(Nutrition
angle
–
pitch
how
to
stay
fit
like
an
Olympian
without
the
training)
HistoryToday
(culture
angle
–
pitch
case
study
of
Ancient
Olympic
reenactment
at
the
event)
BBC
History
Extra(culture
angle
–
pitch
a
comparison
of
modern
Olympic
events
to
their
historical
origins)
We
believe
that
as
Red
Bull’s
trust
and
reach
as
a
brand
grows,
we
can
find
more
avenues
to
serve
with
our
drink.
Extending
into
new
areas
(specifically
sports)
is
the
goal
of
this
product
release
and
event.