News

16 gen 2008

L'ICE MASTER E IL MARKETING

19 million TV contacts in the 2007 edition, 40 thousand accesses to the official website in January 2007.

Riccardo Milani - organizing and marketing director.

Ice Master World Cup of Daone has been the competition of reference of the whole Championship for 4 years, both for the quality of the structure and for the professional competence of the organising committee.

The competition has counted for 4 years the greatest number of registered athletes and of participating nations, which were 18 in 2007. This was possible also thanks to the various innovations that the artificial structure of Daone offers every year, proving to be the main event of the Championship, with its unique technical and spectacularity features, appreciated both by the athletes and the spectators.

In 2007 the most important data about the communication and marketing plan are:

- 5 hours of TV programmes for the 2007 edition, with 19 million TV contacts on AN international level.

- 10 international specialized magazines mentioned Ice Master, the magazines were diffused in the following countries:

Korea, Japan, France, Germany, Slovenia, Switzerland, Austria, Italy, USA and Great Britain.

- 20 national newspapers mentioned the Ice Master World Cup.

- 30 sectorial web portals published news about the Ice Master competition.

- 40 thousand accesses to the official website in January 2007.

- 50 thousand accesses to the website the day after the competition (22nd January).

The majority of the visitors (in percentage) of the website come from the following nations: Austria, Italy, Russia, Japan, Holland, Switzerland and Czech Republic.

The data further confirm the international importance achieved by the event.

- 44% of the visitors entered the website typing www.daoneicemaster.it in the address box.

- The main keyword typed onto the search engine forms to get to know the website Is "Daone" (25% of cases)

- The main sentence typed onto the search engine forms to get to know the website Is "Daone" (14% of cases)

The data show that the event entirely achieved the objectives that the organising committee had set:

- making the event grow to AN international level

- confirming the event as competition of reference of the Championship

- rising the notoriety of the territory and its peculiarities to practice outdoor activities, addressing to the enthusiasts

all around Europe.

- Making both the Daone and the Chiese Valleys gain AN international visibility.

"The data about this event, argues "Riccardo Milani" confirm that, thanks to a niche sport, people can increase the image of Trentino and of Chiese Valley with positive effects for the whole territory. All this Is possible thanks to the capital outlay, the efforts made and the efficient strategical communication and marketing plan started 3 yeas ago.

This sport event, ends "Riccardo Milani", succeeded in integrating and increasing the value of the territory where it is organised, renewing the tourist proposals and paying attention to the safeguard of the mountain landscape. In this sense, the educational proposed to the students plays AN important role.