Mark Peters – CEO GOLDOC

27 October 2014

2nd Biennial Asia Pacific World Sport and Women Conference

Why bid?

•  International exposure

•  Community facilities / inspiration

•  Economic injection

•  Business know-how

•  Moment in time

3 August 2014

Glasgow 2014

Vision and mission

•  Vision: To stage a great Games in a great city leaving great memories and benefits for all.

•  Mission: To conduct an athlete focused Games with excellent competition in a fun and friendly environment with long lasting benefits for the Gold Coast, Queensland, Australia and the Commonwealth.

Objectives

•  To attract the best athletes to compete in a technically excellent, world class, fun and friendly Commonwealth Games.

•  To launch the Commonwealth Games into a new decade with an inspiring, memorable and landmark event.

•  To help our partners make the most of the opportunities presented by the Games.

•  To engage and harness the enthusiasm of our communities.

•  To contribute to economic growth by working with partners to promote Queensland tourism, trade and investment.

•  To present the Games in a creative way that will encourage comprehensive and positive exposure and support.

Gold Coast 2018

•  6500 athletes

•  Up to 15,000 volunteers

•  Approximately 1,000 workforce – up to 30,000 contractors

•  17 sports and para-sports

•  71 nations and territories

•  1.5 billion cumulative broadcast audience

•  Up to 3,000 accredited media

•  11 days of competition

Program management

•  The staging of the Games is one enormous project that includes not only the staging of a world class event but also involves establishing and dissolving an entire organisation.

•  Project management is core to the approach in planning for GC2018 and is essential for integration across many functional areas involved in delivering the event.

•  A robust program management framework is critical to identify interdependencies, common assumptions and risks and issues across the portfolio.

•  A centralised program management function has been established by GOLDOC.

Program management

•  Program management methodology and processes are established to ensure effective delivery, integration and monitoring of this delivery.

•  A Games Master Schedule provides GOLDOC with an overall plan and timing for key deliverables.

•  There are more than 1600 Commonwealth Games Federation (CGF) compliance obligations.

•  CGF Coordination Commission bi-annual visit reviews planning.

•  Transfer of Knowledge (TOK) is an important tool that contributes to program management and planning.

Marketing and communication

To achieve the organisational vision, mission and objectives:

•  Marketing and communication strategies have been developed to maximise publicity, community engagement and awareness across key markets

•  Initiatives leverage key dates and milestones. For example; Commonwealth Day, three years to go, mascot campaign launch

•  Community sentiment research tracks awareness and sentiment towards GC2018

•  Working with Games delivery partners and sponsors to maximise opportunities

Four Years to Go

Headline talent announcements

Marketing and communication Ticketing campaign:

•  We will look to a key milestone to launch the ticket sales and generate additional news value

•  We will use research to price tickets and develop messaging around ticketing

•  There will be a campaign to generate excitement in the lead up to the ticketing launch and to ensure consumers understand the ticketing process

•  We will utilise our Games ambassadors and the networks we have developed in the education, business and community sector to communicate key messaging around the ticketing campaign

•  Embrace social media and digital marketing opportunities

Digital marketing •  Digital Media Plan

•  Measures are indicating GC2018 will engage the largest number of social media users for any Commonwealth Games.

•  Accelerated growth expected as milestones are reached, as experienced during the Glasgow 2014 period…

GC2018 Facebook (6 July – 6 August)

GC2018 followers (3.5 years out) – 130,000

Over 2.2 million impressions Over 19,600 new fans Over 550,000 mentions

Glasgow followers (1.5 years out) – 138,000

GOLDOC GC2018

Websites .com

.com.au

Social engagement

Twitter

Facebook

Google+

Tumblr

Video Vimeo

Images

Pinterest

Flickr

Instagram

Community activities Meetup

Corporate Opportunities LinkedIn

Location services Facebook Check-in

Foursquare

Social media properties

Get involved

•  Keep an eye on our website, Facebook page and eNews so you can be kept up to date on progress and information about GC2018.

–  gc2018.com

–  facebook.com/gc2018

–  gc2018.com/?name=subscribe

Thank you!

© Gold Coast 2018 Commonwealth Games Corporation ABN 47 959 083 668