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WORKSHOP EU #1
2020 Dakar Rally
ORGANIZATION – ORGANIZATION CHART
DAK20 l Workshop EU #1
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DAKAR
DIRECTIONMEDIA DEPT COMMERCIAL DEPT
Charles CUYPERS
Competitors Relations
Thomas CERF-MAYER
Event Coordinator Manager
Robin CASSUTO
Country Relationship
Cédric RAMPELBERG
TV rights
-
Guillaume KLESZCZ
TV production
Yannick AMRAM
Digital rights
-
Laura MOISSONNIER
Community Manager
Thida VUILLAUME
Press Relations
Laurent LACHAUX
Director
Florent GARRIGOUX
Vice Director
HOSPITALITYThibault BRACAMONTE
Hospitality Sales
-
Viviana AGUDELO
Hospitality Services
SPONSORSAlejandro DE GOYCOECHEA
Sponsors Sales
-
Charlotte TOCANNE
Sponsors Relation
LICENCERaphael RETAILLEAU
Licensing
David CASTERA
Dakar Director
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SAUDI ARABIA
SAUDI ARABIA – KEY FACTS
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- Population
• Female 43% - males 57%
• 65% are under 26 y.o.
- Life level
• Average salary 5 600 USD - minimum wage is 1 100 USD
• Average 30- 40 % of population with English spoken and written. Large cities are higher
- Sport
• Participation increased from 13% to 23% due to recent initiatives by GSA. Expected growth under vision 2030 is to reach 40% engagement.
• Clubs and gyms are widely available in big cities
• Sport mediatisation: Football is ranked at #1 with a significant gap compared to #2 which is motorsports, basketball, boxing, tennis, wrestling, running
- Auto/Moto equipment: around 500 cars are sold yearly, Toyota, Hundai, Nissan, Kia, Isuzu
Source: GSA
SAUDI ARABIA – INTERNATIONAL EVENTS ORGANIZATION
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March 2019
FISE
JEDDAH
March 2019
Colour Run
KHOBAR
November 2019
Red Bull Air Race
DAMMAN
March 2019
ULM F1H20 World
Championship
DAMMAN
May 2019
WWE
JEDDAH
September 2018
WBSS super-middleweight
final
JEDDAHMarch 2019
Saudi Bike Show
DAMMAN
March 2019
Cirque Eloize
DAMMAN & RIYADH
April 2018
Leonardo da Vinci exhibition
ITHRA
December 2018
Saudia Ad Diriyah E-
Prix
RIYADH
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DAKAR NEWS
DAKAR NEWS*
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EUROPEAN DEPARTURE
- Location: Marseille or Toulouse to be confirmed – Departure in December (7-days boat trip)
- Operations: Technical Scrutineerings + official stickers set-up
KSA ROADSHOW
- Dakar teaser roadshow organized by / in the Kingdom of Saudi Arabia
GREAT START
- 2-3-4 January
• Scrutineerings: 2 PM to 4 mid-day
• Dakar Village with closed park
• Start Podium: 4 PM
- Animation Podium = Protocolary PodiumASO intentions - to be confirmed
DAKAR NEWS
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RACE
- Collaboration with the Moto and Auto Federations
- 2 marathon stages
- Rest Day: January 11 in Riyadh
- Dakar Experience : abandoning for mechanical reasons, competitors (except for Elite) will have 1 joker the 1st week, 1 joker the 2nd week to pursue the race the next day after repairs in the bivouac
- Confidentiality: colored Roadbok handed-over in the morning
- Conviviality: central area with catering, competitors zone, Dakar Service Center and a service area (massage, lounge bar, roadbook workshop, tires transport, concert, cooking lessons…)
➢Brand visibility opportunity through services
- Starification: interview at the bivouac arrival time control and ceremonies in the bivouacs around the competitors’ briefing
➢Brand visibility opportunity through activations
DAKAR NEWS
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SPECTATORS ZONE
Secured waypoints for the public on each stages
2021 DAKAR ACADEMY
Driving school in Saudi Arabia
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TRAVELS & HOSPITALILTY
TRAVELS
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DREAM. DARE. LIVE IT.
Nature, Sport and Culture
➢Mixed trip between sponsors possible
TRAVEL LOGISTICS
- International flights: daily from Europe
- Accommodation: 4* + 5* preferred
- Visa process
Al Wajh TabukNeom
Mastorah DunesJeddah
START
Hail
Dariya Riyadh
REST DAY
Al Hassa Oasis
Great Mosque
of Mecca
Mosque of Medina
HOSPITALITY
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Visits in Europe
+
Saudi Arabia
SCRUTINEERINGS PODIUMSDeparture / Arrival
RACEOpening dates to be defined
(1-2 dates the 1st week + 1-2 dates
the 2nd week + Rest Day)
View of the vehicles
+
Entertainment (animations,
speaker, videos…)
Assistance and Organization
area tours
+
way points*
BRAND PRESENCE
Podium: quizz, virtual reality, chef…
Bivouac: quiz, test-drive (on rest day), barman, bivouac tuk-tuk, brand speech…
PROGRAMS
* On offer as well
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DIGITAL
DIGITAL KEY FACTS
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KSA, the most active country in the region on social media
• Millennials are the majority of users in KSA, so are males.
• Snapchats users represent 10% of the international accounts.
• The biggest platform remains Youtube, for the 3rd year on a row, as the consumption of digital
products by the KSA is mainly through Videos (seen entirely for their majority).
• 8M of the users of social platforms do it via a mobile. In general, more users owns iPhones.
• YouTube also has the highest ratio “Ad click/Post” of the region. For example on FB, the users are likely to click on 6 ads/month while they would only do 2 post/month
• KSA had the highest number of active Twitter users in the MENA region.
• KSA’s is one of the most active countries in the region on Instagram.
• Automotive in the Mena region represented in 2018 around 20M interaction (around 60 000/d)
emanating mainly from UAE, then KSA being the most active countries being the 4th main trend
behind Tech/ Fashion/ General Media
• The majority of Saudi users prefer to publish their content in Arabic as opposed to UAE & Egypt
who publish mostly in English.Source: ITP Media/ Twitter/ Facebook Group / globalmediainsight
DIGITAL ACTIVATIONS
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Video/ Social Network
• PRE / DURING / POST MENA region YouTube billboarding
• PRE / DURING / POST Geo-localized Twitter billboarding (pre-roll & post-roll) + dedicated hashtag
• PRE / DURING / POST Sponsored Swipe-up Insta Story with call to action
• PRE / DURING / POST Dakar Fun Tutorial Videos (cross brand activation)
Gaming
• DURING Fantasy Game (cross-brand activation with a presenting main partner) – see activation on the 2018 Tour de France
• DURING Race Center
• PRE / DURING E-sport Dakar League 2020 Online Competition + Finals Live (during the event)
Miscellanious
• DURING Interview of the day (thematized)
• DURING Split Landing Page (in alternance)
• Others…
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ORGANIZATION
ORGANIZATION – PROCESSES
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- All communications in English
- Sponsors’ Handbook on www.dakar.com
ORGANIZATION – CALENDAR
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May-June
Reconnaissance
Trip
November
Press Conference
FRANCE
+
European Departure
December
Press Conference
SAUDI ARABIA
2-3-4 January
Scrutineering
+
Dakar Village
5-17 January
May 15
Dakar Tour Paris
+
Registrations Opening
2019
June 1
Dakar Tour Buenos
Aires
May 23
Dakar Tour Varsaw
2020DAKAR
RALLY 2020
April-May (TBD)
Merzoua Rally
MORROCCO
Xxxxx Sponsors Xxxxx Competitors
July 15
Selection motos
