PASSION

> Beijing Marathon is
      √  the oldest annual international sports event in China (since 1981)
      √  organized by Chinese Athletic Association and Beijing Municipal Government
      √  the annual sports event starting at the world-famous Tiananmen Square
> From 2002 to 2009, Octagon elevated the Beijing Marathon from a marathon with limited participants, little media interest and “zero” commercial revenue to the benchmark marathon in Asia with multiple international sponsors

ENGAGEMENT

Octagon:
> For the first time ever in China, rebranded and launched the visual identity system for a marathon
> Recalibrated the event to a “fan-friendly” marathon
> Created integrated marketing strategy and marketing plan, including
      √  Commercial promotion plan
      √  Media plan
      √  Event management plan
      √  Sponsorship development plan
> Developed sponsorship sales plan so as to attract sponsors and generate sales revenue
> Improved TV broadcast to enhance event media coverage and fan interest
> Established solid online registration system to increase registrant numbers
 

RESULTS

> Mass Audience
      √  Largest participatory sporting event in Beijing
      √  Massive multi-tiered media reach: TV, Print, Radio, OOH, Online, New Media, etc., TV broadcast reaches more than 1.5 million viewers
> Public Impression
      √  Beijing citizen’s awareness level of the event is 88.7% (just behind FIFA World Cup, NBA, Olympic Games and Asian Games)
      √  IAAF “Gold Label” status, on par with New York, London, Berlin and Boston Marathons
> Value Growth
      √  Media Ad Value has skyrocketed -- increase of 34.17% annually
      √  Raised $2.5 million in sponsorship sales annually via 17 multi-national sponsors such as ANA, Samsung, Swatch, Canon