01 “We are different, in essence, from other men.If you want to win something, run 100 meters.

If you want to experience something, run a marathon”

Emil ZatopekGreatest runners of the 20th Century W

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Introduction/Main Points/Strategic Directions/Overview

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Table of contents

09 TechnicalRegistrationApplicationFacilitiesTransport & Sec.LOCLOC structure

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05 MarCom#winthewind#why2runChannels

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06 PR CampaignPress Conference

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08 BonusBonuses & Loyalty

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07 SponsorshipBudgetSponsorship opportunitiesSponsorship package

03 RouteMapRoute & DistanceStart & FinishFan Zones

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04 ExperienceMarathon Experience

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01 WelcomeIntroduction

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02 AboutMissionKey target groupsValues

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About “The blisters in your legs will be temporary

but the glory of being a marathon runner is permanent.”

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About Baku Marathon 2018 A major sport event - Marathon is planned to take place in a unique city - Baku in terms of its distinguishing historical and geographical features.

The course of Baku Marathon will cover the distance of 21 km from itsStart point (Flag Square) to Finish line (Baku Olympic Stadium). Planned number of runnersis 15,000 people that include also politicians, athletes, celebrities and other opinion leaderswho will run along participants of the event.

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“Most people run a race to see who is fastest. I run a race to see who has the most guts.”

Steve Prefontaine

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MissionThe mission of Baku Marathon 2018 is to set new culture in sport history of Azerbaijan.

Main purpose of the event is to initiate sport industry development, motivate youth for healthy and balanced lifestyle, and unite people for a good cause. Simultaneously, the aim is to raise the revenue and maximize the profitability. Since the project is not planned to be funded by any governmental organizations, the financing of the event will be covered by the sponsors and registering fees. In Baku Marathon 2018, we are committed to our society, and to create a platform for social responsibility.

PartnersStudents

IndividualsCorporate

AthletesCelebrityPoliticiansOpinion leaders

People: 15.000Distance: 21 km

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About

Key Target Groups- Students: stunning 40% of last years total number;

- Corporate: big businesses support the healthy lifestyle movement, big number of Baku Marathon 2018 participants lays in corporate segment;

- Athletes: those who live the healthy life and professionally interested in the event.

“Remember, the feeling you get from a good runis far better than the feeling you get fromsitting around wishing you were running.”

Sarah Condor

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Values

Unity To unite people under a good cause

WellnessTo encourage youth to become physically literate and have healthy lifestyle through sport

SolidarityTo create a feeling and interest among people to run for a good cause

PositivityTo stimulate and develop positivity. Make positive impactby participating.

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About

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“If you want to become the best runneryou can be, start now. Don’t spend the restof your life wondering if you can do it.”

Priscilla Welch

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Route

MedicalHidrationCateringWC

21 kmMap

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Route

Route and the distance

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- Core route of 21km remains the same;

- Total of 7 “charging” points along the route (water, toilets, vitamins, energy bars and shots).

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Three fan zones will operate during the event day:

- Start point fan zone - will be mainly used to provide last tips and short training sessions, various sponsor activations and “energizing” participants;

- Grand fan zone at Baku Olympic Stadium (concerts, entertainment, sponsor activations).

Start and Finish Points

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RelaxTraining/Warm upSponsor activationTransportMedical StationF&BEntertainmentKids zonePicnic zoneAward zoneWarderobe

Zones Start Mid point Finish

Fan Zones

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Experience “Now bid me run, and I will strive with things impossible.”

Shakespeare

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Marathon Experience

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Expe

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ceExpos: all the new clothing hits and necessities for runners;

Public work outs with sport celebrities and opinion leaders: can you imagine CEO of BP leading a work out with his employees? Or Olympic Champion giving tips on how to train your body before the marathon;

Dedicated TV shows on Marathon and professional work out: from global marathon events to studio bits with local “experts” and participants.All on CBC Sport.

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MarCom “As we run, we become.”

Amby Burfoot05

#winthewind communication platform

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- #winthewind platform is a special runners program designed to bring the participant to needed form so they can run the required distance;

- #winthewin runners program operates non stop via digital domain and series of real life trainings, to maximize the positive outcome of runners performance;

- Tips on diet from top global runners, work out videos, real life training sessions (both outdoor and gym) and advises on professional clothing.

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#why2run communication platform- #why2run is a communication platform created to engage all the healthy life style supporters, amateurs and athletes via digital domain (70% of the weights) and other communication channels (30% of the weights);

- #why2run from real life stories of former participants and followers (why do they run, what do they run for, etc.) to scientific reasons (why running is good for your health), we will interact with our target audiences in a very positive, life touching and stimulating way;

- #why2run seminars and sessions for students and corporates.

Marketing Communication ChannelsTo communicate designed a suite of branding collateral through multiple channels and campaigns that will promote, bring to life the Baku Marathon 2018 brand, and outline it’s creation, purpose and services. To offer Integrated Marketing Communication (IMC) by using modern advertising campaigns that appear in multiple online and offline channels.The campaign theme which is the central message will be communicated in all belowmentioned channels and promotional activities.

TV commercialDigital, Web campaign (Social Networks, YouTube, Blogs)OutdoorPrint AdvertisingPress ActivitiesIndoor PromotionTransportBTL& Promotional activities

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“Your body will argue that there is no justifiable reason to continue.Your only recourse is to call on your spirit, which fortunatelyfunctions independently of logic.”

Tim Noakes

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PR

Campaign

Press conference

PR Campaign of Baku Marathon will be launched by Press Conference which will give profound information on PR activities.

The main targets of the Press Conference are listed below:

Announce the start of registration which will be done in the partner structures, as well as online on the official Baku Marathon digital platforms Launch the advertising campaign, widely covering different channels of communication.

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“Pain is inevitable. Suffering is optional.”

Haruki Murakami

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Sponsorship

Budget ComponentsThe project budget will provide a detailed estimate of all the costs required to organize and deliver Baku Marathon 2018.

All major components of the budget are listed below:

ProductionMarketingSport EquipmentCourse EquipmentAdministration/Operations

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Sponsorship

Project budgetBased on the Project Scope and available resources, the project budget will be allocated across the participants’ fees and Sponsorship packages.

Total project budget

Runners’ Fees Sponsorship Packs

Outdoor Offer Duration PeriodBillboards/prismas/scrollers

City monitors

City banners

Bus branding

Logo

Packshot

Logo

Logo

5 Months

Digital Offer Duration Period

Facebook

Youtube

Websites

Instagram

Logo

Packshot

Contest / Quizes

Logo

Logo

Logo

Official web-site Logo

News portals Mentions

Announcement Mentions

Sponsor`s content Sponsor related links & posts

Opportunity for sponsor activations Contest / Quizes

Short videos Packshots

5 Months

Cover photo

#winthewind

#why2run

Opportunity for sponsor activations

Promo video

General videos

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Event Day Offer Duration Period

Route Opportunity for merchandise stand

Opportunity for merchandise stands

Logo

Opportunity for direct sales on spot

BTL

1 Day

Perimeter boards

Fan Zones (on sponsors own expense)

Sponsor activations (Route & Fan Zones)

(on sponsors own expense)

Events Offer Duration PeriodAnnouncement

Logo on brandwall

1 Day

1 Day

Sponsorship presentation

Corporate runners presentation

TV & Cinema Offer Duration PeriodTV

(Mostpopularnational

channels)

Cinema(Park Cinema

, Cinema+)Packshot

Packshot

Sponsor logo on brandwall

MentionsDuring the period

5 Months

3 Months

News

Interviews

Advertisement

Advertisement

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“Run when you can, walk if you have to,crawl if you must; just never give up.”

Dean Kanazes

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Bon

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Loyalty and Bonuses

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Bon

uses- Various presents and bonuses for all the runners

(first 100 to sign up get 1 month of free gym, first 500 runners get various discounts at sport apparel store(s), etc.);

- Attendees of all training sessions get dedicated discounts and prizes;

- Digital activations and challenges for various prizes from sponsors and partners.

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“Pain is inevitable. Suffering is optional.”

Haruki Murakami

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Technical

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Technical

Registration processApplicants aged 16 years or older can be a part of Baku Marathon 2018. The pool of participants :

Individual applicants

Corporate partners (i.e. companies who don’t want be a sponsor,but would like to make a donation and bring their team)

Elite runners (athletes, celebrities, politicians, opinion leaders)

Application processAll participants can easily apply online viaofficial website of Baku Marathon 2018, or on special stands, located at public areas: Seaside Boulevard, Partner Hotels, Baku Olympic Stadium, Malls.

For registration all applicants have to fill out application form and present ID cards.

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FacilitiesGeneral Facilities:Refreshment stations – will be placed in each 2 km, and Port-a-potties after every refreshment stationWarm-up area - will be accessible 2 hours before kick-off , close to the start point

Medical: Medical team will be mobile along the entire course.From start till finish there will be emergency stations every 2 km.

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Transport & securityTransport: During Baku Marathon 2018, there will be following means of transport available:

Shuttle bussesTrucks for runners’ bagsTrucks for operationsTransport for workforce

Security:On the Event Day, Security team will be mobile all along the course, and Security points will be placed at all refreshment stations, Start and Finish Points, Event Fan Zone.

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LOCBaku Marathon 2018 Operations Committeewill be established in order to organize the major sport event. Committee will containspecific departments for ensuring smooth operations process:

Technical

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Content & Exp.

Athletes & Fans

Director

Registration

Call Center

Digi

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Pres

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edia

Bran

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Even

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Onlin

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Info

Des

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LOC

Commercial

Spon

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VolunteerManager

Volunteers

Tech

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Acco

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Man

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Route Director Fan Zone Finish

Baku OlympicStadium

Pitstops

Toilets

Water

All needed forrunners & route

Route production/branding

Toilets

Water

All needed forrunners & route

Route production/branding