Know-how of Kazan Universiade’s successful marketing programme 13.01.2012

— What are the results of implementing the 2013 Summer Universiade marketing programme in the past year?

— I would mention that the marketing programme is implemented in 5 key directions: work with sponsors, product licensing, ticketing  programme, creating the image of the Games and promotion of this brand. Each of this directions is labour-consuming and interesting at the same time. Each has its difficulties and peculiarities.

For example, working with the sponsors we realise that the Universiade’s brand is far more difficult to sell to the partners than that of the Olympics. The whole planet watch the Olympics, and we cannot say the same about the Universiade so far, but we are doing a lot to help the Universiade beat the records of TV audience in Kazan 2013. Our partners feel this potential, that is why apart from Megafon that became our partner in 2010, our partner list was supplemented last year by PricewaterhouseCoopers (the company provides a wide range of professional consulting services for the Universiade Directorate) and Ak Bars Bank that became a general partner and an official bank of the 2013 Games.

We would like to thank our partners for the trust they keep in the Universiade and its brand. I would also like to mention, that now we are going towards signing a number of contracts with big-name companies like McDonald’s, Coca-cola and Rosgosstrakh, the last of which is going to become an official partner and insurance provider for the 2013 Summer Universiade. BMW is preparing its final partner presentation, after which we will make a final decision regarding the partnership.

After the Universiade in Shenzhen, China, a lot of Chinese companies producing equipment, clothes, etc have expressed their wish to become sponsors of the 2013 Summer Universiade in Kazan. We are planning to visit China in February and discuss partnership possibilities in detail. After that we can define the framework of the future partnership.

Generally, the sponsor programme is estimated to run until the autumn of 2012, after that we will stop looking for partners and general partners and will work particularly on fulfilling partnership obligations. However, it should be mentioned, that the search and attracting 3-4 tier partners will continue until the very start of the Games.

— In the past year residents of Kazan and other cities of Russia were for the first time able to see merchandise with Universiade symbols for sale. Could you evaluate the results and key opportunities of the licensing programme?

— First of all, I would like to point out that in 2011 we have faced a situation when businessmen of all levels have considered it to be not only their right, but their duty to put the Universiade logo on their goods. With the help of the Ministry of the Interior of Tatarstan, we were able to reveal and end a few cases of illegal distribution of counterfeit goods with the Kazan 2013 logo on them. In these cases, the corporate identity requirements and conditions of the commercial use of our brand were violated. Taking into consideration the fact that the Universiade Directorate has its obligations to FISU, it was of highest importance for us to end the illegal use of the brand and to start working harder with official licensees.

We are in a continuous search of the companies that are ready to work in republican and all-Russia market producing official merchandise that would be interesting to our target audience – students, active young people, sports and healthy lifestyle fans. While choosing potential licensees, we consider public opinion, if people are ready to buy goods and services in different price ranges.

In the nearest future, the Executive Directorate for the 27th World University Summer Games in Kazan will sign a license agreement with three companies producing bakery and confectionery, perfumes and cosmetics, as well as traditional Russian wooden souvenirs with Khokhloma painting. In January 2012, we expect to meet with a whole army of potential licensees, including very large factories and plants, as well as the members of the Sochi 2014 Licensing Programme.

Generally speaking, the line of Universiade branded products will be wide, starting from office supplies and souvenirs to fitness wear and multimedia devices. We launched selling licensed products with the Universiade logo within the FISU Flag Relay Universiade in Your City! in the autumn of 2011. Based on our first experience, I think that the official Kazan 2013 merchendise store to open in Kazan in 2012 will be popular among Kazan citizens and visitors.

— Together with licensed products, tickets for the Games will also go on sale in 2012. How would you estimate the demand for tickets? What guidelines will frame the ticketing programme of the Games in Kazan?

— Successful implementation of the ticketing programme is another ambitious goal that the Kazan 2013 Executive Directorate sets for itself in the run up to the Games. First of all, we have abandoned the idea of distributing free tickets, when people are forced to come so that the stadiums are full. This was done with the focus on the upcoming 2015 FINA World Aquatics and 2018 FIFA World Cup: we see the forthcoming Universiade as an opportunity to give rise to the culture of visiting sports and other events among residents of Tatarstan and other regions of Russia.

While developing the ticketing program, we have considered the experience of Cirque du Soleil. After acting as Executive Director of two Cirque du Soleil tours in Kazan, I can say that nobody cares for the audience as much as the Canadians do. At the same time, it is important to remember that Cirque du Solei is a world-famous show, and during the 2013 Summer Universiade little-known teams will be competing shoulder-to-shoulder with sports leaders and are not likely to be able to provide a spectacular show. And we need to sell the tickets for the events of the outsiders as well. The Chinese organisers, for example, solved this problem with the help of their a multi-million population, without straining themselves to provide additional service to the audience.

But for us the succes of the ticketing programe is measured not only by the quantity – the number of sold tickets and sales profit, but also by the quality, e.g. the level of service guaranteed with each sold ticket. This will define if the people, who have already visited our events or venues, would like to come again.

The ticketing programme assumes a full guidance of spectators coming to see sporting events and ceremonies of the Universiade, including the way they receive information about the upcoming events, buy tickets, get into the facilities, go through a security check – all these procedures must be carried out smoothly and not cause discomfort to spectators. For example, to avoid long queues and simplify payment procedures, we are working on implementing the MasterCard’s contactless credit card payment system Paypass. So in order to buy something, a customer will need only to touch a PayPass terminal with a card. No change, no hurry. We hope that this innovation that we plan to implement together with AK Bars Bank with the help of MasterCard, will allow to produce a trustworthy attitude towards electronic payments among Russian people. Not many people enjoy an opportunity to buy online so far. However, those who once use their cards to purchase goods and services online without leaving home or office, will not go to stores again and wait in queues. That is why I would recommend potential visitors of Kazan 2013 to use online ticket stores to purchase tickets for the Games.

— Speaking of which, when will the ticket sale start?

— The official ticket sale for the 2013 Games will kick off on July 6, 2012, precisely a year before the Universiade in Kazan. 700,000 tickets will be available for sale according the ticketing programme. First, we will sell the tickets for the Games Opening/Closing Ceremonies, and later – for sporting events. The entire ticketing programme will go in 3 stages – every 3 months the prices will rise. For example, the tickets that will cost 500 rubles on July 6, 2012, in 2013 will cost not less than 1,500 rubles. So we recommend everyone to visit this unique event, without precedent since the 1980 Olympics in Moscow, and buy tickets in advance only at authorised ticket centres of the 2013 Summer Universiade or on our official website, avoiding purchasing tickets from ticket touts. In order to buy a ticket, you will need to register at our website and after that you will receive your personal ticket containing several security levels. They will be validated by automatic electronic ticket entry systems, that, as we hope, will allow us to prevent speculative activities.

Right now we are working hard to get ready for the ticket sale and to foresee all technical and organisational difficulties. Once the sale begins, you can ask all questions regarding the ticket purchase and use by dialing 8-800-550-2013, a hotline for the 2013 Summer Universiade.

— You have mentioned that success of the ticketing programme will also depend on the level of Universiade’s brand recognition. What has already been done in this direction? What are the plans for the future?

— Last year the main role in promoting the brand was assigned to the FISU Flag Relay Universiade in Your City!, and to participants of the Kazan 2013 Ambassador programme – famous athletes, cultural figures and celebrities – more than 30 people. This list will be expanded in 2012, we are going to invite them all in Kazan so that those who are engaged in promoting the Universiade can feel the atmosphere of the upcoming event and see with their own eyes its importance for our city and region, especially for the youth.

Generally speaking, promotion appears to be one of the key lines in the preparations for the Universiade. In 2011 we launched a series of promo videos to be shown during Aeroflot flights, in airport express trains, on TV, in printed and Internet media, as well as in social networks and blog spots. As many as 8,000 people follow us on Twitter.

The PR strategy will be most intensively implemented in 2013, closer to the start of the Games, so that all Russians and foreign visitors would like to become part of this event. As early as in late January 2012 we will make a surprise for all fans of mobile gadgets: a free game about Uni the snow leopard kitten in the App Store. I will not reveal all the secrets of the game, but it is going to be a great adventure of the Universiade’s symbol across five continents. The game will appeal not only to kids, but to adults as well. To be honest, I really lost myself in the game when I first got it for testing. Moreover, this is another innovation in FISU practice as well in the history of the Olympics.

— So Uni the snow leopard kitten will virtually visit all the continents, albeit in a game. And what will the guests coming to Kazan in 2013 will see in the city?

— In Shenzhen we were impressed how creatively and brightly the city was decorated, so we have borrowed some know-hows from our Chinese colleagues. Right now the visual concept of the Universiade is under construction, but it can be said for sure that we will work on details: airport entrance halls, buses,  entrances, signs and guide posts at sports venues,  in the Universiade Village, hotels, medals, the torch and the cauldron, uniforms for volunteers and support stuff of the Games and even special suitcase stickers for the visitors and much more. We will do our best so that from the very first steps at the airport the guests will embrace the vibrantly coloured and festive atmosphere of the Games. Today, working side by side with professionals and people truly devoted to their work in the Universiade Directorate, I can say for sure that visitors will remember Kazan exactly like this – like an impressive international sports festival.

Media Department of Kazan 2013 Executive Directorate