Staff Reporters
Jun 13, 2018

EMA winners: Best Public Event

Despite protests by civil servants and lacklustre ticket sales prior to the event, the winning agency managed to prove sceptics wrong.

EMA winners: Best Public Event

This is part of our coverage on GOLD winners from the Event Marketing Awards 2018. See the full list of winners here

GOLD winner: Interplan International Corp. Taiwan
Event: Opening Ceremony of the Taipei 2017 Summer Universiade
Brand: FISU / Universiade

Interplan was tasked to produce the Opening Ceremony of the Taipei 2017 Summer Universiade, and delivered with what was the biggest multisport sporting event in Taiwan, attracting 11,397 participants from 131 countries in 22 disciplines. That’s no easy feat given the US$12million budget for a ceremony of that scale.

Watch our interview with Interplan

One of the most important factors in producing the event was the use of local Taiwanese talent. 98% of the concept development, direction, and production team were local, which meant that not only was the event steeped in local flavour, it also ensured that the content remained in Taiwan post-event.

On the day of the event, protests by civil servants unhappy with pension reforms were staged in the path of athlete delegations moving into the stadium. 
As police and organisers tried to restore order, the athletes eventually entered the stadium somewhat disorderly with no flags or name banners separating each other. Nevertheless, spectators greeted them with applause, little sign of any prior hiccup.

After the event, the Taipei mayor’s approval rating spiked from 66.8% to 89.2%, his highest to date. The event also helped to boost ticket sales for the games despite lacklustre sales prior to the opening ceremony.

* Interplan International Corp. Taiwan also picked up a GOLD award in this category for the Taipei 2017 Summer Universiade Opening Ceremony.

Source:
CEI

Related Articles

Just Published

8 hours ago

Mother's first H&M work is a love letter to young ...

From what you reach for on bloated period days, to the joy of compliments from other women on a night out, the campaign uses insight gathered over hours of conversations with young women across the UK.

9 hours ago

Lego Group invites adults to play as it launches ...

The toy production company has teamed up with Bafta Masterclass, Universal Music Group and fashion designer Grace Chen.

9 hours ago

The industry’s two-faced stance on climate change

Agencies are working to make their own operations sustainable but they remain committed to working for fossil fuel clients.

2 days ago

Asia-Pacific Power List 2022: Yves Briantais, ...

The 15-year company veteran is keen to keep his brand’s messaging fresh, drive premiumisation, and surge ahead with digital transformation.