MARKETING // 49
• Maximize the incremental opportunities
available through participation to current
event sponsors and partners, i.e. their current
participation is part of a continuum of ITU
events, culminating in the 2019 Grand Final.
• Build on Edmonton's reputation as 'the'
Festival City and fully develop a Triathlon
Festival theme. The Triathlon Festival will be
the final and closing festival of Edmonton's
community social calendar. The festival theme
promises all levels of participants, their friends
and family an opportunity to create memories.
This strategy is current and reflected in the
2016 marketing and communications program
for this year's event.
• Use the theme to raise international
awareness and create 'a must attend' vibe
through on-site promotions at the 2017
and 2018 Grand Finals and the International
Science Technology and Triathlon Conference
in December of 2017.
• Maximize the age group team
participation with a specific focus on online
and social media marketing.
• Starting in 2017 the LOC will work with
Triathlon Canada on a dedicated advertising
and promotional plan that will maximize
attendance and opportunity for Team
Canada.
• Maximize the promotional opportunities
that will attract sponsors in all categories –
title, major and partner.
• The strategic sponsorship plan will be
more fully developed to ensure it reflects
the planning of the 2014 sponsorship plan
that delivered a return that surpassed
expectation by 175%.
• LOC will work closely with Triathlon
Canada's Marketing and Communications
team to cross promote and identify
synergistic opportunities.
GOALS
The LOC board has members with specific professional communication and marketing
backgrounds that will ensure the LOC creates a high calibre communication and marketing
plan that will deliver top notch and measurable outcomes.
The LOC has begun the planning process for 2019 and the strategy includes increasing
awareness locally, regionally and internationally.
