Event Proposal

Cobern St
Spring Fair
1 Nov 2014
White Party
New Years Eve
31 Dec 2014
CT Pride
Mar 2015
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1.
1.1
1.2
1.3
2.1
2.2
Statistics
Survey Pink Market
Demographics
Statistics - Alchohol
Group Market Reach
Liquor Sales –
Available on request
3. Target Market
4. Festivals & Events
4.1 Cobern St Spring Fair
4.2 White Party – NY Eve
4.3 Cape Town Pride
5. At Each Event
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5.1
5.2
5.3
6.
6.1
6.2
6.3
6.4
7.
7.1
7.2
7.3
Main Elements
Featured Entertainment
Interactive Zones
Marketing
Media & Marketing Plan
Online, Social & BTL
Above the Line
Pre & Events
Sponsorship
Packages Options
Benefits Summary
Specific Proposal – on
request
7.4 Thank You !!
1.1
The A.B.N.S.A Gay Consumer Profile
2008 is the first of its kind and the
largest, most comprehensive and the
most representative gay consumer
survey in South Africa’s history.
Its an international fact that 10 or 11%
of any first world population is gay.
Internationally Advertising spend to this
market has tripled in the past few years.
1.2
“DINKS – Double Income, No
Kids”
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•
20 000 Respondents
Average age – 29yrs
o Between LSM 8-10
75%
47% Self Employed
27% Dine out > 10 times pm
58% Dine out > 5 times pm
63% Considered brand loyal.
•
•
•
•
•
•
•
75%
80%
70%
58%
25%
20%
19%
Buy Cars every 4 years
Aged 25 own homes
Has a tertiary education
Are in managerial jobs
Earn more than R30k p/m
Drive cars – value+R350k
Post graduate degrees
1.3
58% are wine drinkers
33% are Spirit drinkers
15% are beer drinkers
o
•
•
•
•
•
•
•
•
•
•
•
•
9%
3.5%
2%
4%
2.5%
2%
2%
2%
7.5%
2.5%
3.5%
2.5%
91% identified Brands
All in all 58 brands were
identified
Smirnhoff Vodka
Absolute Vodka
Gin
Johnny Walker
Jamesons
Bells
J&B
Jack Daniels
Nederburg Wines
Amstel
Castle
Windhoek
2.1
Venue
Database
Facebook
Twitter
Avg Monthly
Attendance
Total pax
Exposure
Amsterdam
Bar
2500
1680
360
2200
6740
Beefcakes
Rest
1500
3272
358
4890
10020
Beaulah Bar
500
1242
325
2800
4867
Backroom bar
750
1040
685
4350
6825
10000
8531
22750
20372
PR Company
Access to
Other sites
Total
18531
2963
23490
69575
3.
Gay Males
National &
International
Visitors
Bi-Sexual
Lesbians
LGBTI
Community
Drag Queens
Leather
Twinks
Fetish
Bears
4.
A Trilogy of events leaving the crowds of Cape Town shouting;
More, give us more ………
Cobern St Spring Fair
1 November 2014
2500 Pax
White Party
New Year’s Eve
31 December 2014
4000 Pax
Pride Festival
March 2015
5000 Pax
Set in the Streets of De Waterkant , with the closure of Cobern & Little Streets,
from Somerset Rd to Chappini St.
* A variety of Arts & Craft stalls * Food Kiosks *
* Live Entertainment * Local & International DJ’s *
* Welcome drinks, Loads of Freebies and Give-aways *
This Spring Fair will include the Launch of the theme of Cape Town Pride for
2013, ensuring substantial attendee figures !!
Each event has a charity beneficiary.
4.1
Notwithstanding the bad weather, the Success of the
Cobern St & Spring Fairs – 2012, prompted us to
combine these 2 events into 1. Cobern St catered for
the alternative market & Spring for the LGBTI
community.
NOW IT’S JUST 1 FAT DIVERSE COMMUNITY PARTY !!!
4.2
The NY’s Eve White Party is hosted at a time
when Cape Town is visited by a magnitude of
Pink visitors, nationals as well as
internationals.
Being a Night time event it attracts a large
variety of the LGBTI party-goer community.
More attention is giving to Décor & music for this
function.
4.3
Cape Town Pride
is the largest &
most popular
event on the Pink
Calendar !!
The Mayor of Cape
Town opened
Pride 2012
Festival.
The CT Pride Parade culminates in the streets of Napier, Liddle
& Cobern for an afternoon of fun !!
Party goers are treated to variety of Stalls – both Food & Arts &
Crafts, Great Music, Fabulous Entertainers, Artists and 6 bars to
choose from !!
This ensures that no one leaves around 8 and can say that they
have not had the time of their lives !!
5.1
Bars
DJ’s
Stalls
•7 Inside Venues
•6 Street
•International
•Local
•Catering
•Arts & Crafts
Fashion Shows
Sponsor’s
Branding
Papparazzi
Photo Wall
4 Stages
Event Décor
per Theme
•Headline Acts
•Live Performances
Dog
Shows
•Undewear
•Clothing
Interactive
Zones
•Liquor
5.2
Headline
Performance
SA
Cape
Town
Top DJ’s
top
Artists
International DJ’s
5.3
Vehicle
Display Area
Photo
Paparazzi Wall
upload to
social media
Product
Sampling
Raffles &
Competitions
Shooter
Bars
Private
Workshops &
Stalls
6.1
Events promoted & supported by above-the-line advertising
through various media, below-the-line promotions,
providing considerable brand exposure :
Radio
Talks
Print
Media
Social
Medias
Publicity
Campaign
Online
Campaign
Mobi
Campaign
Bar &
Club
Activation
Beach
Activation
6.2
E-Flyers
Banner
Advertising
Twitter
Facebook
SMS’s
Linked In
Websites
Boyztown
Beefcakes
Restaurant
Beaulah
Bar
Other
6.3
Radio
Advertising
Printed
Flyer’s
Bar & Club
Posters
Media
Exposure
BillBoards
Street
posters
OUT Magazine
Pink Tongue
Gay Pages
EXIT
Generic
Media
6.4
Sponsor’s Branding
All printed & Online Media - Uniforms – Clothing – Body paint
Radio talk Shows - mention
Event Promo team
Bar & Club Activation
Beach activation
Event
décor
Branding
Event
Photo’s
Social
Media
Photo’s
Online
Exposure
Social Media
Websites
7.1
Sponsorship Packages
Dating
Associate
Sponsor
Site
Headline sponsor
Tobacco
Exclusivity
Liqueur
Exclusivity
Energy
Drink
Exclusivity
Summery of Benefits
7.2
Targeted &
Extensive Media
Research
Focused
Receptive
Audience
Above the line media
Database marketing
Unique
Relationship
marketing
Captive Event
Audiences
Activation Areas
Below the line media
Social Media networking
Product promotion & demo
Tactile
Branding
Cross Marketing
Opportunities
Extensive publicity
Post event exposure
A unique
communication
platform
7.4
Thank you
For taking the time to peruse this proposal
and we look forward to a positive response.
Contact Details
– The Group’s Sponsor Liaison:
Brian Kruger – 083 626 4615
brian@thepinkbox.net