LARACY GALL
Lamma 500
Dragon Boat Festival 2009

A list of just some of the worldwide media websites covering the Heliads Lamma International Dragon Boat Festival 2007.

Worldwide Dragon Boat Calendar
http://www.dragonboatcalendar.com/china.htm

European Dragon Boat Federation
http://www.edbf.org/

International Herald Tribune
http://blogs.iht.com/

Fit HK!
http://www.fithk.com/

Royal HK Yacht Club
http://www.rhkyc.org.hk/

Lamma.com.hk
http://www.compunicate.com/

Thirsty Horse
http://www.thirstyhorse.com/

BC Magazine
http://hk.bcmagazine.net/

Hip Hong Kong
http://www.hiphongkong.com/

Dubai Dragon Boating
http://www.asemalhaji.com/

Hong Kong Tourist Board
http://partnernet.hktb.com/

Dragon Boats Alive (UAE)
http://www.dragonboatsaliveuae.com/

Lamma Ladies
http://lammaladies.blogspot.com/

BC Magazine
http://hk.bcmagazine.net/

Marketing, PR, Media & Promotion

Objectives

1. To promote effectively the Lamma International Dragon Boat Festival 2007 event and its sponsors to the Hong Kong community and internationally
2. To promote the event as enjoyable and desirable and encourage participation of teams and individuals
3. To promote the sport of Dragon Boating in general in Hong Kong
4. To encourage spectators to attend and participate in the event
5. To communicate effectively the aims of the Festival
6. To gain TV coverage and exposure of the Festival

Target Markets

1. Hong Kong Dragon Boat lovers, Dragon Boat officials and those with an interest in or who follow water-sports
2. Short-haul-based Dragon Boat Clubs, Paddlers and officials known to undertake overseas tours (eg. Singapore, Japan, Malaysia, Thailand, Philippines etc)
3. Long-haul-based Dragon Boat Clubs, Paddlers and officials known to undertake overseas tours (eg. Australia, UK, New Zealand, South Africa, USA)
4. International Dragon Boat organizations, governing bodies and officials
5. Tourists staying in Hong Kong in the lead up to, and for duration of, the Festival
6. General public in Hong Kong and overseas
7. General public from overseas with an interest in Hong Kong
8. Local & international print, broadcast and online media

Implementation Methods

1. Television Coverage
• Arrange footage of the event to be broadcast on local TV stations (eg TVB, ATV)
• Produce a one-hour documentary and arrange international TV distribution of the event in Hong Kong and internationally on major TV networks (eg. Tensports, SKY, Cable TV in HK). NB this would be an additional cost
2. Local Advertising
• Arrange advertising in HK print media (eg. HK magazine, Fit HK!, SCMP, Apple Daily, Sing Tao)
• Arrange advertising with suitable e-media partner (eg. sportznetwork)
• Distribute appropriate flyers and direct e-mails via Chambers of Commerce, country Associations (eg. Australia Association), sports clubs, associations and schools
3. International Advertising
• Implement direct e-mail plan to 5,000 overseas Dragon Boat contacts on Thirsty Horse and Lamma Dragons’ database
• Arrange hotlink adverts on popular sports websites to drive traffic to the event website
• Arrange advertising in major Sports publications
4. Promotions
• Arrange cross promotions with suitable media partners (eg. SCMP, Fit HK!) and sponsors (eg. competitions, giveaways)
• Arrange major promotion internationally (eg. ‘Win a trip to the Lamma International Dragon Boat Festival’)
5. Web Presence
• Establish and maintain a professional event website
6. PR
• Implement one major pre-tournament Press Conference
• Implement series of appropriate press releases to local (Chinese & English) and international media
• Arrange for media interviews (radio, print, TV) with suitable star Paddlers, Teams, sponsors, officials & organizers
• Arrange listing and information about the event with organisations such as HK Tourist Board, Hong Kong Dragon Boat Association, local media etc.

Evaluation

• Produce a post event evaluation summary of the PR and marketing activities