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.
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.