On 31st May 2008, Hivelocity organised a first night running event ��� Adidas Sundown Marathon. The event was held at Changi Point (Changi Beach Park). The total number of registered competitors reached to 6029 participants, inclusive of individual and team/corporate categories.
Adidas Sundown Marathon is a hallmark event. It is developed primarily to enhance awareness to people, appeal and profitability of a Singapore in the short term. This marathon is unique because it is the first night running event in Singapore.
Background of organiser
Adidas Sundown Marathon is organised by Hivelocity. HiVelocity is a company built on the pure passion and love for sports. Their people are full of life and motivated who live in the Sports realm. There are 3 areas of service that they will provide to their clients; knowledge and consultancy, marketing and distribute brands, and organising sporting events. Hivelocity brings out their energy to everyone and they are also values driven. Hivelocity is made up of two teams ��� ���Brand Team��� and ���Event Team���.
The ���Brand Team��� markets and distributes top international sporting brands for performance sports. Not only do they market the products, they also sell ideas and lifestyle. As they know what the client requirements are, they just have to constantly add value into it. This is how Hivelocity is able to build strong, lasting product brands that become part of the lives of their customers.
The ���Event Team��� specializes in sports marketing and sport event management. These people will think of creative suggestions for their clients and using their creativity to stretch their client���s dollar to the maximum. They would often think out-of-the-box and will go the extra mile to make the event extraordinary.
This synergistic working relationship between both the ���Brand Team��� and the ���Event Team��� has given them superpower to inspire, motivate and create a great sporting experience for all.
Role of events to the organiser
Place marketing - Adidas Sundown Marathon creates a positive sporting image. The event will also attract the locals such as the corporate people to join in the running. The marathon is also situated at an accessible location, near to Changi Airport which is convenient for foreigners.
Tourist Attraction - As this is the first night marathon held in Singapore, it will attract quality tourists and also to spread the demand.
Image Maker - Changi Village Hotel provides accommodation for some of the foreign runners. They can create and enhance their hotel theme, giving the runners different experience in Singapore.
Stakeholders
-Organiser
The organiser for Adidas Sundown Marathon is Hivelocity.
�� -Media
Media is invited to the event as this is the first night race in Singapore and this is a good opportunity to tell people that we do lead a good and healthy night life.
�� -Sponsors
The title sponsor is Adidas. The co-sponsors would include Powerbar, Polar, Ultimate Direction, Athlete���s Circle, National Parks and etc.
�� -VIP Participants
VIPs are mainly the Member of Parliament, including Dr. Lim Wee Kiak, Mr. Christopher de Souza, Mr. Teo Ser Luck, Mr. Michael Palmer, Ms. Jessica Tan Soon Neo and Dr. Fatimah Lateef.
�� -Volunteers
Volunteers have to understand what the whole event is about so that they are able to provide services to the participants and visitors to the event.
��---Republic Polytechnic
The students are there to research on Ultra runner psychological study.
�� -Healthway Medical
Healthway Medical provides medical services to the runners such as foot massage after they have completed the race.
Target market
The target market for this marathon would be mainly people aged 18 and above, and they are corporate runners. They do not target foreign runners, but this event is also open to anyone who is interested in the marathon.
Marketing strategies
Place ��� Adidas Sundown Marathon is held at Changi Point. It is accessible especially for the foreigners as it is situated near to Singapore Changi Airport. If the event is managed properly, it will positively affect the runner���s enjoyment.
People ��� The interactions between the runners, the setting and the staff/volunteers constitute a large part of the event experience. Therefore, staff/volunteers are to be trained before the start of event.
Promotion ��� Hivelocity promotes the event through banners, bus stop, internet and magazines (Men���s Health & Shape). Foreign runners know the event through word-of-mouth and internet.
Partnerships ��� Hivelocity has partner with number of stakeholders in producing the event. This will helps in building the image of the stakeholders and organiser.
Product ��� Hivelocity has to understand their customer���s needs and wants before organising the event. Once they understand the concept, then they will be able to hold a successful event that will satisfy their customers.
Rate of organisation of the event
I would rate the organisation 4* out of 5*. In my opinion, I feel that Hivelocity has done a great job in planning the whole event and they had done a good job in marketing the event. Adidas Sundown Marathon is the first sundown and first ultra marathon in Singapore. They are creative to come up with this thinking as more people would be attracted and participate in it because of the nice scenery during evening, and the weather is much cooler. From the interviews conducted, the interviewees agreed that event was well-organised, the response was good, traffic was well managed, and participants able to get their number tag before starts of the event. The organiser is also professional, they will prepare press conference 6 weeks before starts of event, and as the event falls on a Saturday, the news will be release on the following day.
Potential of event to meet tourists demand
As it is the first sundown marathon in Singapore, it is able to draw interest not only for the locals and also to the foreigners. Through word of mouth, foreigners are able to come about this marathon and will come to Singapore to participate. Hivelocity should also consider promoting the event internally and externally. It would attract people from Malaysia, Hong Kong and Thailand.
Value of the event
In the beginning, Adidas Sundown Marathon only targets local people. They do not advertise the marathon at foreign countries. Tourism mission of Singapore is to build sector into a key driver of economic growth for Singapore. Values of the event can be raised through the marketing strategies. There should be more promotions overseas to create awareness to the foreigners about the marathon. This can be done through banners and internet to attract the foreign runners. Adidas can also help to advertise the event through their retail shops, distributing pamphlets and through posters. This will help to attract foreign runners who are interested to come to Singapore. Overseas companies can also consider to invest in Singapore or to help in sponsoring the event. These can benefit Singapore economy.
Pictures of the day!!! :]
