South Asian Olympics Needs A Full-Service PR Firm

South Asian Olympics

The South Asian Games are a biennial multinational multi-sport event held amongst the athletes from South Asia. The governing body of these games is South Asia Olympic Council (SAOC), formed in 1983. At present, OC-SAG is joined by eight members: Afghanistan, Bangladesh, Bhutan, India, Maldives, Nepal, Pakistan & Sri Lanka. They seek a full-service PR agency for the 12th South Asian Games to be held in February 2016.

The first South Asian Games were hosted by Kathmandu, Nepal in 1983 and have since been held every two years. In 2004, it was decided in the 32nd meeting of South Asia Olympic Council to rename the Games from South Asian Federation Games to South Asian Games as the officials believed the word Federation was diminishing the emphasis on event and acting as a barrier in attracting crowd. These Games are often hyped as the South Asian version of the Olympic Games.

The 12th  South Asian Games will be held in Guwahati, Assam and Shillong, Meghalaya, India in February 2016.

The successful agency will:

  • Build  a  programme  of  activities  to  support  the  public  relations  effort  of  OC-SAG  in positioning and promoting the  12th South Asian Games.
  • Position the 12th edition of the South Asian Games as a prestigious, exciting “must attend” sporting event for domestic and overseas attendees.
  • Develop a positioning strategy for the South Asian Games,  in association with the OC-SAG and the South Asian Olympic Council including the promotion of Games assets such as the
    branding devices, Games mascot and specific elements of the Games (for example: torch relay, 100 days to go; Ceremonies and major events around the Games).
  • Create and maintain quantified levels of awareness and positive image for the Games and the OC-SAG and its stakeholders.
  • Communicate key messages to ensure ongoing support from the Government of  India, Government of Assam and Government of Meghalaya, corporate sector, media and the community.
  • Proactively inform the public on matters such as the progress made on venues and other infrastructure projects, sports programme, achievement of relevant “milestones” laid down in the Games Master Schedule, ticketing programme, spectator information, etc.
  • Work strategically with revenue functional areas (Sponsorship, Ticketing, TV Rights and Merchandising and Licensing) in order to coordinate and maximize the effectiveness of all communications and marketing efforts.

Strategy to include:

  • Setting deliverable objectives and defining specific strategies using available strengths, i.e., stature of the Games, multiplicity of world class venues, city upgrades, etc.
  • Detailed  articulation  of  target  audience,  the  rationale  for  these  and  the  methods  of communications and the likely reach and impact deploying primarily public relations initiatives and where specifically agreed by the OC-SAG to be supported by advertising.
  • Specific  initiatives  to  build  support  for  the  Games  and  to  address  any  negative  or misinformed views and support demonstration of delivery at each phase of the plan. Put in place a crisis communication plan and strategy.
  • Key messages and strategic messaging material, briefings and provide support to senior OC- SAG leaders/spokespersons to support the communications strategy.
  • PR support for major OC-SAG  events such as countdown events (Torch relay, 100 days to go), volunteer program campaign launch, ticketing launch, merchandise launch, radio jingle campaign, opening events for key competition venues and other important sites, etc.
  • Additional scope to include managing all media relations, both on-site and off-site,  all aspects of social media, and more.

The important stakeholders to target include:

  • The South Asian Olympic Councils (SAOC).
  • Departments and agencies under the Government of India and Government of Assam and Government of Meghalaya.
  • International Federations (IFs).
  • National Olympic Committees (NOCs).
  • Sponsors, suppliers, licensees and broadcasters (rights holders and non-rights holders).
  • Other national/international bodies such as National Anti-Doping Agency (NADA)/World Anti-Doping Agency (WADA).
  • National interest groups.
  • Local and National media (Print and Electronic).

Proposals are due by December 8, 2015, and the contact for proposals and inquiries is:

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