Diana Marszalek 15 Oct 2019 // 7:00AM GMT
NEW YORK — BCW has launched a new offering aimed at helping host cities, governing organizations and brands maximize opportunities created by global sporting events.
The offering, BCW Eventus, falls under BCW’s sports practice, and is led by Lars Haue-Pedersen, who is also managing director of BCW Sports, based in the Swiss city of Lausanne.
The group has three major offerings (each with its own branding) which together serve the range of stakeholders invested in events, ranging from the World Cup and Olympics to international competitions focused on sports such as swimming, gymnastics, track & field and wrestling, Haue-Pedersen said.
“With an event and attention from worldwide media, combined with optimized engagement (opportunities), a lot of good stories can be told,” he said.
Eventus Attract is focused on assisting cities, regions or countries use data and communications to land the events, whether they are vying to host a particular competition or boost awareness of the possibility among sporting organizations. Eventus Activate kicks in after a host city is selected, and includes BCW developing a comprehensive strategy to rally interest in ways that benefit all stakeholders — hosts, organizers, brands and fans.
The third offering, Eventus Success, shows how well such strategies work. The practice uses evaluation systems to monitor communications strategy and impact before, during and after the event, allowing campaigns to be changed as needed.
Chris Console, who oversees BCW’s sports practice in North America, said the firm is particularly well-equipped to provide such an offering because, with an established global presence, “we are able to have a team rooted whereever an event is.
“We have the opportunity to be very nimble and scalable depending on (client needs),” he said.
Although Eventus is currently sports-focused, there is opportunity to expand the offering to serve participants in large-scale cultural events, given the similar dealings that go into them, Haue-Pedersen said