The Chief Marketing Officer (CMO) Council is teaming with the New Zealand 2011 and MasterCard International to host a gathering of senior marketers preceding the finals of the upcoming Rugby World Cup 2011 in October. The program will be produced under the auspices of the CMO Council’s GeoBranding Center (www.geobrandingcenter.org ), which aggregates best practices, news, content, and insight on nation branding, place of origin product promotion, as well as destination, venue and attraction marketing. Hundreds of marketers in the travel, hospitality, visitor and tourism, economic development, and trade and commerce sectors are actively engaged in the GeoBranding community on a global level. Last year, the GeoBranding Center teamed with Brand South Africa to undertake studies around that country’s hosting of the 2010 Football World Cup. This included analytics on the tonality and sentiment of editorial coverage and online conversation, a creative crowdsourcing contest with Zooppa.com, and a review of the brand value and economic benefits of hosting the world’s most popular sporting event.
Senior marketers from the ANZ region and the rest of the world are invited to participate in the GeoBranding Caucus, along with visiting marketers representing Rugby World Cup partners and sponsors. These include brands like MasterCard, Heineken, Emirates Airlines, DHL, Societe Generale, ANZ Bank, Microsoft, RIM’s Blackberry, Toshiba, Land Rover and Brancroft Estate. A three-hour interactive session will be followed by a reception for visiting executives, media and dignitaries. Agenda discussion topics will include:
- Making the business case for sports event hosting and sponsorship by countries, cities and brands
- Rugby World Cup 2011 economic impact report prepared by MasterCard International - Presented by Stuart Cameron, VP of Regional Marketing & Sponsorships
- Using country of origin marketing and branding to drive demand for commodities and products – the New Zealand and Australian experience
- Maximizing marketing efficiency and advertising effectiveness – adopting new platforms, tools and technologies for driving revenue, response and return