Hsl Event Marketing Plan
2315 HSL Event Marketing and Sponsorship
Promotion Plan
Brissie to the bay(BTB) is a charity cycling event which is held to raise fund for Australians who are suffering from multiple sclerosis(MS). It has been held for 23 years and it has been attracting over 5,000 riders. It provides four different courses to participants and the ticket prices is around $70 to $100. Though assessing the event by SWOT, BTB is the largest cycling event in Brisbane and it helps promoting the cycling behaviour in Brisbane. However, BTB is lack of promotion cost and capital as it is a charity event. On the other hand, relevant research found that similar sports event are on the rise, it would be a threat to BTB. However, BTB provides …show more content…
It is an annual event which is usually held in June. In this year, the event will be held on Sunday 23 June at 5:15 in the morning. According to the record, the event has been attracting over 5,000 riders. It provides four entry types, the price of an adult is from $70 to $100. Brissie to the bay involves 4 different courses which are 10km Brissie riverside, 25km Brissie to Balmoral & back, 50km Brissie to Wynnum & back and 100km Brissie to the bay & back. All courses start and finish at Musgrave Park, South Brisbane. The course map of the event will be presented in Appendix 1. According to the course map, participants can ride around east Brisbane to willington point. Further information can be found at http://www.brissietothebay.com.au/.
2. Assessment of the Market Environment
2.1 Internal analysis: Strengths & Weaknesses
Strengths:
- BTB is a charity event which raises fund to help change the lives of the thousands of Australians living with multiple sclerosis (MS) (Brissie to the bay, 2013).
- BTB offers four different courses for riders, participants can able to join different courses from family course10km to challenging course100km.
- BTB has been held for 23 years which is well-known in Brisbane.
- BTB is the largest cycling event in Brisbane which consists of over 5,000 riders(Brissie …show more content…
Generally, generation X, born between 1965 and 1980 is likely to spend money in leisure activities. Generation Y, born after 1981, which is most likely students and pre-school children, tends to attend the event as well because they are full of energy and young. For gender, BTB tends to attract Male riders more than female. According to relevant research, men are likely to do sports and watch sports games more than women. For occupation, working class to Upper middle class are targeted as well as high school and university student group. Children are encouraged to join the event with their parents. In addition, family group (2 adults plus 2 children) is also targeted which provides opportunity for participants to enjoy a family bike ride
Promotion Plan
Brissie to the bay(BTB) is a charity cycling event which is held to raise fund for Australians who are suffering from multiple sclerosis(MS). It has been held for 23 years and it has been attracting over 5,000 riders. It provides four different courses to participants and the ticket prices is around $70 to $100. Though assessing the event by SWOT, BTB is the largest cycling event in Brisbane and it helps promoting the cycling behaviour in Brisbane. However, BTB is lack of promotion cost and capital as it is a charity event. On the other hand, relevant research found that similar sports event are on the rise, it would be a threat to BTB. However, BTB provides …show more content…
It is an annual event which is usually held in June. In this year, the event will be held on Sunday 23 June at 5:15 in the morning. According to the record, the event has been attracting over 5,000 riders. It provides four entry types, the price of an adult is from $70 to $100. Brissie to the bay involves 4 different courses which are 10km Brissie riverside, 25km Brissie to Balmoral & back, 50km Brissie to Wynnum & back and 100km Brissie to the bay & back. All courses start and finish at Musgrave Park, South Brisbane. The course map of the event will be presented in Appendix 1. According to the course map, participants can ride around east Brisbane to willington point. Further information can be found at http://www.brissietothebay.com.au/.
2. Assessment of the Market Environment
2.1 Internal analysis: Strengths & Weaknesses
Strengths:
- BTB is a charity event which raises fund to help change the lives of the thousands of Australians living with multiple sclerosis (MS) (Brissie to the bay, 2013).
- BTB offers four different courses for riders, participants can able to join different courses from family course10km to challenging course100km.
- BTB has been held for 23 years which is well-known in Brisbane.
- BTB is the largest cycling event in Brisbane which consists of over 5,000 riders(Brissie …show more content…
Generally, generation X, born between 1965 and 1980 is likely to spend money in leisure activities. Generation Y, born after 1981, which is most likely students and pre-school children, tends to attend the event as well because they are full of energy and young. For gender, BTB tends to attract Male riders more than female. According to relevant research, men are likely to do sports and watch sports games more than women. For occupation, working class to Upper middle class are targeted as well as high school and university student group. Children are encouraged to join the event with their parents. In addition, family group (2 adults plus 2 children) is also targeted which provides opportunity for participants to enjoy a family bike ride