Enhancing socio-economic profile of Riyadh Governorate ...headlineme.com/files/Case Study - Gulf Cup Events 2014...Twitter used as the priority communication online media channel Total

©Mennheim Associates©Headline Communication

Riyadh, KSA18th January, 2015

This document is confidential and is intended solely for the use of the client to whom it is addressed. It should not be circulated without prior written permission of Headline Communication.

Confidential

Final report

Enhancing socio-economic profile of Riyadh Governorate: Gulf Cup Events

http://www.headlineme.com/




©Mennheim Associates©Headline Communication ©Mennheim Associates©Headline Communication

Introduction

• Kingdom of Saudi Arabia successfully hosted the 22nd Gulf Cup in Riyadh

• Riyadh Governorate launched a wide range of activities to enhance the 22nd Gulf Cup and engage the publico Significant public interest towards Gulf Cup eventso Project implemented successfully within a short time frame with

strong support of Riyadh Governorate

• The objectives of this document are the following:o Present the summary of the Gulf Cup events to HRH The Governoro Discuss the observations and learnings extracted from the Gulf Cup

eventso Share our thoughts on the potential approach towards development

of 2015 Riyadh Governorate events roadmap

1






Executive summary: Key statisticsOverall, Gulf Cup events were a large campaign with significant public participation

100 event performances held

5+ million of print reach

48,000 attendees

~5 million of radio reach

2,340 man days used

514 articles published

12+ million of social media impressions

Very positive public feedback

500+ complex tasks finished 38 vendors contracted

2






Executive summary: OverviewRiyadh Governorate held 10 events supported by an awareness campaign

Cup revelation Country folklores GCC delegation lunch

Cup photography Food festivalConcert

Projections PlayStation Gulf cup

Poetry show

Headline / Mennheim responsibility

1

2

3

4

5

6

8

9

10

Headline / Mennheim support

Banner display7

3






Executive summary: Locations15 different locations used for Gulf Cup events over city Riyadh

5Granada mall 4/7 King Fahd stadium

4/7Prince Faisal stadium

King Abdulaziz hist. center

1

2/5Kingdom mall

5Al Qasr mall

2/4/5

Panorama mall

2/4/5 King Abdullah park3Holiday inn

3 King Fahd medical city

3Saudi chambers

4 Al Salam parkKing Fahd cultural center4

Green Stadium2/6

Geographical location of individual events

3Prince Sultan medical city Legend

1

2

3

4

5

6

7

Cup revelation

Cup photography

Projections

Country folklores

Food festival

PlayStation Gulf Cup

Banner display

• Locations with large public footprint used for multiple events (e.g.: 3x Panorama mall or 3x King Abdullah park)

Highlights

4






Executive summary: Event timelinesA significant number of event performances was held in the two weeks

10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

• Prince Faisal Stadium

• King Fahad Medical City I

• King Fahad Stadium

• King Fahad Medical City II

• Salam park

• Panorama mall

• Holiday Inn Al Qahra

• Saudi Chambers Building

• King Abdullah park

• Kingdom mall• Panorama mall

• Kingdom mall

• King Abdulaziz hist. centerCup revelation

Projections

• King Fahd Culture Center

Cup photography

• Green stadium• King Abdullah park

Food festival (Malls)

Banner display

PlayStation Gulf Cup

• Granada mall

• King Abdullah park

• Prince Faisal Stadium

• Panorama mall

• Al Qasr mall

• Green stadium

• King Fahad Stadium

Country folklores

Activity/Place

1

No. event performances

11

2

1210109

77

Total: 100

1

2

3

4

5

6

1

442311

772

27

33






Executive summary: Event performance frequencyConsiderable number of event performances were held in parallel during Gulf Cup

4 44 4

4

4 4

1 1

1

13

4

44

44

4 4 4 422

1100 11

1

1

1

44

4

1

2

11

1

9

20-Nov

11

19-Nov

12

18-Nov

9

17-Nov

8

21-Nov

16-Nov

6

15-Nov

9

14-Nov

8

13-Nov

4

12-Nov

11-Nov

10-Nov

1

Ø 7

26-Nov

4

25-Nov

4

24-Nov

4

23-Nov

4

22-Nov

7

Banner displayCup revelation Cup photography Projections Country folklores PS Gulf CupFood festival

Peak number of daily event performances

On avg. 7 event performances held

per day

Number of event performances held per day

Total: 100






Executive summary: Man daysSignificant effort was put into implementation of Gulf Cup events

TotalAWARENESS CAMPAIGN

535

23%

BANNER DISPLAY

201%

PS GULF CUP

385

16%

FOOD FESTIVAL

612

26%

COUNTRY FOLKLORES

334

14%

PROJECTIONS

874%

CUP PHOTO-GRAPHY

522%

CUP REVELATION

315

13%

100%

• In total more than 2300 man days in execution of Gulf Cup events

• Food festival, PS Gulf Cup and Awareness campaign were the most intensive activities

2340

HighlightsMan days used per event (inc. awareness campaign)

7






Executive summary: Awareness campaign Broad campaign delivering significant visibility to Gulf Cup events

Media campaign overview Highlights

5+ million of print reach

12+ million of impressions on social

media

~5 million of radio reach

TRAD

ITIO

NAL

RadioPress Mupis Leaflets

ON

LIN

E

Twitter Instagram YouTube Facebook8






Executive summary: Press & Radio campaign reachStrong reach across the country, particularly in Central region

Press campaign reach [million] Radio campaign reach [million]

Press reach

0.51(9%)

100%

3.66(68%)Central region

Eastern region

Western region

5.38

1.21(23%)

Source: Media Zone

Central region

100%

Eastern region 0.93(19%)

Radio reach

1.93(40%)Western region

4.88

2.02(41%)

10






Executive summary: Social media visibilityTwitter and Facebook as main drivers of online media coverage

Media Snapshot Impressions [million] Highlights

• 52k followers• 176k engagements• 1.8m celebrity

audience reach• 1278 tweets posted

• 27k likes• 121 posts on

timeline added

• 45 videos posted• 2 live streaming• 39k interactions on

Ltmsah video

• 49.1k likes• 2.1k followers• 449 pictures posted

8.2

2.1

0.5

1.2

11






Executive summary: Social media posts breakdownTwitter used as the priority communication online media channel

Total

100%

23%

2%

66%

6%

1,278

45 1,893449

121

# posts

Number of posts per social media channel1 Comments

• Almost 2,000 posts on social media

• 2/3 of posts done via Twitter

• Instagram as the second most active channel

(1) Post = Update on social media channel of one: Tweet; picture; video; status

>110 posts per day 7th-23th Nov.

12






Executive summary: Twitter results deep diveSignificant public coverage achieved via Twitter

Achieved world-wide reach Comparison vs. official account

• Reached total number of impressions of 85.7m (inc. public re-tweets)• Gained more than double the amount of followers compared to the official Gulf Cup Twitter

account (25k vs. 54k)

EventsOfficial

13






Executive summary: Media coverageGulf Cup events mentioned in more than 500 articles with significant space value

Printed media

Broadcasted media (TV)

Online media

137 published articles

7 TV clips

377 published articles

Total value

1.3(16%)

3.1(39%)

3.6(45%)

8.0

Covered in 30 countries

Space value (SAR M)

14






Executive summary: Cup revelationVIP event delivering a high profile introduction to Gulf Cup

Gallery & description Event highlights

200 guests

2,400 meals

315 man days

Video mapping show

Cup revelation ceremony Cup photography Dinner

15






Executive summary: Cup photographySignificant demand for audience participation

Event highlights

8,000 people took picture of the cup

5 venues visited

52 man days

Gallery & description

Individual pictures Group photos Selfies

16






Executive summary: ProjectionsSignificant visibility throughout Riyadh


1.4 million passenger exposure

369 hours of beamed video

8 projectors

Holiday Inn Saudi Chambers King Fahad Medical City I

King Fahad Medical City II

17






Executive summary: Country folkloresConsiderable public demand towards GCC cultural activities


15,000 participants

86 artists

51 shows

334 man days

National folklore (Qatar) Face painting Cheering public National

supporters

18






Executive summary: Food festivalMajor hit with significant demand towards interactive culinary events


Cooking show (park) Food sampling Audience during

the showShow visiting

celebrities

33,000 plates

24,000 attendees

120 hours of program

612 man days

21 different meals

7 chefs

19






Executive summary: Play Station Gulf Cup Specialized youth event paving the way for future events

Event highlights

1,100 entry tickets

214k SAR of gifts

170 public games

385 man days

210 players

48 champions

8 nationalities


Tournament stage

Players from public

HRH Governor playing PS Qatari winners

20






Executive summary: Banner displayExtensive banner visibility secured by watching stadium audience

Event highlights

20 man days used

8 times displayed (over 6 days)

+100k views1


Displayed banner Stadium audience

(1) 30% capacity of the stadiums assumed to be used during the games21






Executive summary: Public feedback (1/2)Very positive public feedback for the events indicating strong demand

Media Snapshot

Audio Interview

“Thank you Amarah Al Riyadh; We look for more events like this”

“Very nice show, we are happy with the program and organization”

“New activity in KSA, we’d like to know more about GCC kitchen

and culture”

Video interview

“The organization was amazing as expected from Riyadh”

“The festival activities were excellent and the organization was

amazing”

“I would like thank Amarah Al Riyadh for their amazing quality of

work”

“We thank the Governor of Riyadh for his continuous efforts,

always trying to be active as much as he can”

Excerpt

22






Executive summary: Public feedback (2/2)Very positive public feedback for the events indicating strong demand

Media Snapshot

“It is nice to carry the actual cup; thank you for all the events you

put for the public”

“Surprise of the event, the Prince participated! He is truly the

Prince of the Youth”

“We will miss these nice events; the best I have seen”

“Nice folklore in King Abdullah Park, a lot of participation from

the public. The dancers are great”

“Thank you. We wish to see this level of organization in all the

events”

Excerpt

23






Executive summary: Media feedback (1/2)Very positive media feedback towards Gulf Cup events

Media & articles

Excerpt

24






Executive summary: Media feedback (2/2)Very positive media feedback towards Gulf Cup events Excerpt

Media & articles

25





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Enhancing socio-economic profile of Riyadh Governorate ...headlineme.com/files/Case Study - Gulf Cup Events 2014...Twitter used as the priority communication online media channel Total