CASE STUDY /// 01
Client: Wushu Canada / Wushu Ontario                           Project Name: 10th World Wushu Championships
Project Time: 2008 - 2009                                                    Project Type: AMG Full Service [Marketing / Production / Consulting]

DESCRIPTION
The 10th World Wushu Championships (10WWC) is an International biannual martial arts event that is set to take place in Toronto, Canada for the first time ever in October of 2009. The 10WWC will undoubtedly be one of the largest individual sporting events ever hosted in Canada with more than 1500 anticipated athletes and participants from over 85 countries around the world. The World Wushu Championships were established in 1991 from a century old practice to provide a world-level event for Wushu athletes to demonstrate their abilities in the time honored sport.

CASE STUDY Project Scope /// With the likes of Hollywood blockbusters such as the Matrix, Crouching Tiger Hiden Dragon, and countless Jackie Chan and Jet Li favorites, the art of Wushu has secretly made its martial arts impact around the world with very few knowing exactly what they were watching. The primary goal of AMG was to develop a brand image, look and feel that would instantly define the sport and make it stand out among the other martial arts. (ultimaletly give it an identidy). Everything. Brand & Creative Development / Marketing & Promotions Campaign / Production & Logistics


Production & Logistics /// Although AMG primary role was to manage the marketing of the event, AMG's vast expertise in production and logistics where quickly called upon when the event started to face some major challenges. When the Host Organizing Committee where unable to secure a venue after nearly 6 months of unsuccessful negotiations, the dream of hosting the 10WWC where slowly dwindling away. Without a venue, the event would have to moved outside of Toronto and all of the sponsorships, government funding, and partnerships would be put at risk. With the deadline fast approaching to have the key components finalized it was in late September of 2008 that the call came to AMG in request to take over venue negotiations and all that pertain to it. In only 14 short days AMG delivered again and successfully secured the dates for the event. Let the games begin!

The event also faced major budget and logistic problems with hosting the event in Toronto, in specific the food requirement for the 1500 anticipated athletes and participants. A prerequisite of the Host Organizing Committee is to provide 3 meals a day for the 7 day tournament. Again, the event turned to AMG in dire need of a solution for which AMG was quick to deliver. A creative food voucher system that allowed the athletes to eat when they want, what they want, and where they want (at any of the participating restaurants of course), AMG provided the event with a solution that instantly reduce the food budget by nearly 75% of the original anticipated amount. More importantly, any challenges or costs associated to the logistics for venue requirements and hosting where virtually reduced to none. Serve another one up for AMG!

In addition, AMG served as consultant for many other facets of the event including hotel logistics and negotiations, transportation, and event scheduling to name a few. Regular board meetings and production meetings were all apart of the duties required by AMG during the development of the 10WWC.


Marketing & Creative Development /// AMG was charged with the task to catch eyes and ears for the 10th World Wushu Championships. Challenges in developing a brand image for an event of this caliber were designing an appealing image that creates sponsor and consumer curiosity and incorporating a "cool factor" in showing the true nature of Wushu. Also continuous campaigning to increase exposure such as promoting and viral marketing is vital in developing a brand image for a sport that is unrecognized by many.

In addition, AMG delivered exiting first time ever concepts including the "Wushu Villa" which was created as a showcase for the sport (Wushu Museum Display), exhibit area for the lead sponsors and sport ambassadors, and for the first time a live interactive area for the athletes and participants of the event. A VIP Grand Opening Gala was also included in the creative development of the plan providing VIP clients and sponsors the opportunity to have a first hand interaction with the athletes prior to the official opening ceremony.

Going Beyond: AMG was created and developed the "Rise to Glory" campaign for Team Canada as they prepare for their quest to win their first gold medal at the senior level of competition.

Business Consulting & Development /// Being that the 10WWC was a first time ever event the initial planning and development of the project were vital to the success and outcome of the 10WWC. AMG consulted and created everything from the initial logistics to the execution plan of the event. AMG played a vital role in the development of the business plan and sponsorship kit including copyright and design for a total of 8 various media kits in the end.

Sales & Sponsorship /// AMG was charged with the most important task of the 10WWC to secure government funds for the production of the event. After countless hours of work and sleepless nights, AMG delivered a first class creative marketing plan and proposal that ultimately secured the 10WWC the second largest funding amount in the Canadian history of amateur sports. AMG took an active role in all the meetings with government officials as well as the 10WWC quest to secure corporate and media sponsors alike.

Project Results /// AMG actively lead and assisted in all facets of the planning, development, and execution of the 10WWC and through successful negotiations, logistics planning, and government sponsorship AMG provided a direct impact on the gross operating budget of more than $2.5 million not including in kind services, corporate, and media sponsorships. In many ways, AMG is singlehandedly responsible for the success and outcome of the 10WWC as a direct result of its execution and creative marketing " development.

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