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Городские события международного масштаба: прорыв событийного маркетинга в России

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Городские события международного масштаба: прорыв событийного маркетинга в России
Городские события международного масштаба: прорыв событийного маркетинга в  России

Во всем мире города организуют и привлекают различные события и мероприятия, чтобы привлечь дополнительные средства в бюджет, а также поддержать стабильный туристический поток вне зависимости от сезона.

Сегодня пользуются огромной популярностью спортивные события – и Олимпиады, и мировые и европейские чемпионаты по футболу, привлекающие сотни тысяч человек, и различные фестивали. Например, фестиваль высоких технологий LondonTechWeek ежегодно собирает более 40 тыс. человек, а музыкальный фестиваль Sziget - более 400 тысяч. Наиболее зрелищными событиями мирового уровня по праву считаются карнавалы, в частности на Венецианский карнавал ежегодно съезжается более полумиллиона гостей.

«Как показывает европейская практика организации событий городского значения, – рассказывает Ольга Мугатина, генеральный директор СПБ ГБУ «Конгрессно-выставочное бюро», - существуют различные подходы к созданию успешного мероприятия: во-первых, предоставление возможности рядовым горожанам принимать активное участие в организации события начиная со стадии планирования, заканчивая непосредственно реализацией. Например, проект Décrocher la lune VI, в котором жители бельгийского городка Ла-Лувьер принимали участие наряду с профессиональными артистами. Так культурное событие города, где живут всего 80 000 человек привлекло в 2015 году порядка 35 000 зрителей. Во-вторых, мероприятия, которые проходят в городе вне основного туристского сезона, позволяют активизировать городскую культурную жизнь и привлечь дополнительный турпоток. Фестиваль Latidos de Luz в Севилье представил интерпретацию знаменитой оперы «Севильский цирюльник», но с элементами цирковых представлений и видеомэппинга. Такой ход придал новых красок рождественской Севилье и привлек более 700 000 гостей. Конечно, нельзя не отметить и мероприятие, организованное BMW Group по случаю своего 100-летнего юбилея в Мюнхене. Организаторы сумели трансформировать юбилей компании в городской праздник мирового уровня».


Фото: Фестиваль Décrocher la lune VI

Сейчас и в нашей стране города активно развивают событийную составляющую культурной жизни: появляются новые мероприятия и городские традиции. Например, фестиваль «Mocкoвcкoe варенье», успешно проходит в уже 3 года подряд. Сохраняют популярность и традиционные фестивали, в числе которых «Московский международный кинофестиваль», впервые открывший свои двери в 1935 году и возрожденный в 1959 году.

Российский ивент прорыв: 6 наград European Best Event Awards

В середине октября в Санкт-Петербурге завершился фестиваль событийного маркетинга и живых коммуникаций EuBea, который впервые за свою 11 летнюю историю проходил в России. Фестиваль обозначил лучшие культурные проекты из 22 стран мира за 2016 год. Главным прорывом стало признание международным сообществом российской индустрии событийного маркетинга: сразу 6 наград European Best Event Awards получили российские проекты.

Одним из самых ярких проектов EuBea 2016 стал киберспортивный турнир EPICENTER: Moscow, проходивший в мае в Крокус Сити Холл. Он получил бронзу EuBea Grand Prix и первое место в номинации «Live Entertainment».

В турнире по он-лайн игре Dota 2 с рекордным для восточной Европы призовым фондом $500 000 приняли участие лучшие команды со всего мира, а за ходом событий следили 28 тысяч в зале и более 28 миллионов зрителей онлайн.

Киберспортивные турниры с каждым годом набирают все большую популярность по всему миру, особенно в России, в стране, которая в числе первых включила компьютерный спорт в реестр официально признанных видов спорта. По оценкам PayPal российский рынок киберспорта — самый большой в Европе. Неудивительно, что киберспортивные турниры становятся статусными и хорошо инвестируемыми событиями, по зрелищности превосходящими традиционные городские праздники.

Праздник выпускников петербургских школ «Алые паруса» был признан международным жюри фестиваля лучшим событием в номинации «Городской праздник». Он также занял второе место в номинации «Лучшее культурное событие» и вошел в число фаворитов сразу в пяти номинациях,  опередив более ста финалистов в гонке за звание лучшего европейского мероприятия.

Сегодня город помогает ключевому событию, завтра событие-драйвер притягивает в разы больше инвесторов и туристов для города. И - что очень важно – в российских городах постепенно появляется компетенция и технология организации и проведения таких событий-драйверов: из живого диалога порталаEventLIVE с Владиславом Шулаевым на Форуме живых городов-2016 «События - это язык, на котором регион говорит со своими жителями, гостями, инвесторами»

Праздник выпускников «Алые паруса» – это грандиозное музыкальное и свето-пиротехническое шоу, разворачивающееся в декорациях Санкт-Петербурга, главным символом которого является корабль из одноименной повести Александра Грина. В 2016 году мероприятие посетило более 1 млн. человек и более 5 млн. зрителей смотрели прямую трансляцию по телевизору. За свою историю праздник превратился из городской традиции не только в настоящую жемчужину культурной жизни Санкт-Петербурга, но и самое ожидаемое событие года, которое каждый год привлекает в город тысячи туристов.


Фото: Презентация проекта «Алые Паруса, EuBea 2016

Премию в номинации «Лучшее музыкальное событие» получил фестиваль Megafonlive, музыкальный фестиваль, организованный компанией Megafon. Главная особенность проекта — необычный формат: впервые в концертной индустрии России концерты проходили параллельно в двух городах, связанных между собой онлайн-трансляцией, таким образом гости побывали на двух мероприятиях одновременно и поделились эмоциями и впечатлениями не только с окружающими, но и со зрителями с другого концерта. Вход на концерты был абсолютно бесплатный. Фестиваль же объединил 10 городов и более 420 000 человек, число просмотров всех видео, включая анонсы, составило более 590 000. Общее количество публикаций о мероприятии — около 850.

Порталу EventLIVE о фестивале Megafonlive рассказывает Варвара Хмелькова, руководитель по спонсорству и партнерству, маркетинг B2C, ПАО «МегаФон»: «С уверенностью можно сказать, что во всех городах, где проходил наш фестиваль, проект становился по-настоящему значимым городским и часто региональным событием. В процессе согласования площадок администрация городов часто шла навстречу и помогала, а в результате для города праздник получался ярким и комфортным. К сожалению, сегодня в регионах происходит не так много интересных событий: часто даже день города невозможно провести на высоком уровне без помощи брендов и коммерческих компаний. Без сомнений, проекты, подобные нашему важны и нужны не только для брендов, но и для городов. Тот факт, что за два года фестиваль посетили более 700 тыс зрителей, а еще более миллиона посмотрели трансляции, говорит сам за себя.Объединить интересы горожан, бренда и властей города часто намного проще, чем кажется. Почему-то до сих пор многие с опасением относятся к возможностям диалога с городом, но по нашему опыту, власть часто сама заинтересована в том, чтобы бренды вкладывались в развитие, инфраструктуру, культурную жизнь региона. Например, в этом году в Омске у нас была непростая задача: сцена не умещалась на пешеходной части и мы уже были готовы перенести площадку на окраину города к спортивной арене, но губернатор настолько был воодушевлен проектом, что помог согласовать перекрытие проезжей части, и концерт состоялся в самом центре города, на Соборной площади. В день концерта послушать группу Сплин пришли более 20 тыс омичей. К слову сказать, наш проект стал своеобразным подарком городу на 300-летие Омска»

Лучшим спортивным проектом Европы признана футбольная база Adidas THE BASE Rooftop, организованная этим летом в Москве совместно с агентством маркетинговых коммуникаций Louder. С июня по сентябрь 2016 на крыше одного из зданий Голутвинского переулка в Москве было открыто уникальное пространство Adidas THE BASE Rooftop, оборудованное для проведения футбольных матчей, лекций и вечеринок. Проект поднял уличный футбол на новую высоту, дав возможность сотням спортсменов отыграть матчи с невероятным видом на город и погрузиться в атмосферу профессионального состязания. Мероприятие собрало более 7000 игроков, охват в социальных медиа составил около 3 млн. человек.

«adidas The BASE Moscow – это уникальное футбольное пространство, созданное брендом adidas этим летом во имя объединения молодежного сообщества уличных футболистов, и их развития в культурной городской среде. Не зря по итогам международной премии EuBea 2016 the BASE Moscow стал лучшим спортивным событием Европы, - рассказывает порталу Event LIVE Анна Антонова, управляющий партнер рекламной группы Serviceplan в России. – Подобные проекты помогают объединять не только интересы горожан и коммерческих компаний, но также помогают властям в решении городских социальных задач. В частности, этот проект стал отличным примером организации досуговой деятельности молодежи в возрасте от 14 до 22 лет. Все участники проекта, которых было более 7000, получили место не только для ежедневных тренировок, но и возможность приобщиться к футбольной культуре. The BASE Moscow стал следующим шагом в развитии уличного футбола, подняв всю субкультуру на новый уровень»

Высокая оценка российской индустрии событийного маркетинга авторитетными европейскими экспертами говорит о том, что в нашей стране эта отрасль активно развивается. Несмотря на то, что событийный маркетинг для России – относительно молодое явление, организаторы успешно реализуют мероприятия для достижения самых разных целей: от рыночных - привлечение прибыли и повышение узнаваемости бренда, до национальных - создание благоприятного имиджа городов и привлечение туристического потока в регионы. В течение года яркие и незабываемые события прокатываются волной от Владивостока до Калининграда. Крупные фестивали, городские праздники и спортивные мероприятия позволяют развивать событийный туризм, привлекая в регион гостей со всей страны. Организаторы стараются увеличить охват аудитории, постоянно совершенствуя качество мероприятий и развивая все новые креативные концепции и подходы к проведению праздников, создаются новые традиции.

Фото: Megafonlive, ПАО «МегаФон»

Хорошим примером может стать и Санкт-Петербург, где сейчас идет активное развитие событийного туризма с целью нивелировать фактор сезонности туристического потока. В последние годы в городе появляются все новые запоминающиеся праздники, которые постепенно становятся традиционными, например волшебный фестиваль «Музыка на Неве», который проходит в сентябре под занавес туристического сезона, «Фестиваль Света» (ноябрь 2016), воплощающий лучший европейский опыт светового дизайна в уникальных декорациях Санкт-Петербурга, Ресторанный фестиваль (ноябрь 2016), призванный открыть новое направление для города – гастрономический туризм.

Материал подготовлен СПб ГБУ «Конгрессно-выставочное бюро г. Санкт-Петербурга» эксклюзивно для EventLIVE. При перепечатке или цитировании активная ссылка на страницу с публикацией обязательна.

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