Sweden Arena Winter Olympics Pyeongchang 2018 – Arena Group

Many countries host national pavilions during the Olympic Winter Games. A venue for athletes, fans, sponsors and the media to interact in a natural and relaxed manner. USA, Denmark, Switzerland, Italy, Russia, Austria and many other nations have hosted similar…

Sweden Arena Winter Olympics Pyeongchang 2018 - Arena Group

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Many countries host national pavilions during the Olympic Winter Games. A venue for athletes, fans, sponsors and the media to interact in a natural and relaxed manner. USA, Denmark, Switzerland, Italy, Russia, Austria and many other nations have hosted similar venues in the past. Sweden on the other hand has never hosted a national.

Thanks to a number of possibilities, timing and good will from all involved the possibility for Sweden to host a pavilion in South Korea was a dream come true – to a large extent thanks to creative development of the commercial rights package owned by the Swedish Olympic Committee in close cooperation with Discovery (EuroSport), Scania, Ericsson – and Arena Group.

Purpose:
– to reach and interact with Swedish fans on site in South Korea
– to reach Swedish companies that wish to activate their sponsorship on site
– enhance the perception of Sweden in an international context
– enable Swedish companies to connect with potential business partners and do business

Goals:

– enhanced knowledge of Swedish sports and athletes
– offer Swedish businesses a platform and a stage in South Korea
– digital reach in Social Media
– a creative showcase for Stockholm 2026 for IOC-representatives on site

Read more about the project here: http://www.swedenarena.com

Olympic Games may be located far away and it is difficult for national brands to actively join.
The Olympic rights platform is laden with an extensive set of rules and regulations.

Thanks to the Event- and sponsorship platform Sweden Arena, a parallel set of commercial rights opened up for the Swedish Olympic Committee to offer existing and new sponsors the possibility to be an active sponsor without having to be an official partner of the International Olympic Committee.

The communicative approach had to work in an international context, for fans, businesses and the general public; the fact that the games were held in Korea was a challenge as well.

The original Olympic rings from Stockholm Stadium (venue of the 1912 Summer Olympics) was carefully freighted to South Korea and crowned Sweden’s first ever national pavilion.
IN FACT, the 2018 games were Sweden’s most successful to date, perhaps thanks to the lucky charm?

SWEDEN ARENA: the first ever 100% sustainable Olympic pavilion:

Sweden Arena was built with clean Scandinavian design in mind. The entire structure was built using wood and glass. No plastics were used! Sustainable thinking became religion and was emphasized in designing the pavilion. Thanks to the smart design and a combination of sustainable materials (cross-laminated board (CLT) (80%), steel pillars (5%) and isolated glass (15%), Sweden Arena has had a minimal impact on the environment.

AUDIENCE*
What was your audience? How many people were participating? Did they buy tickets or were invited? Who were they? What was their role?
The pavilion hosted daily events. Atheletes, the media, royalty and other dignitaries, Olympians, fans and friends were all on site at the Sweden Arena.

Sweden Arena was the hub for receptions in cooperation with the Swedish Embassy in Seoul, Swedish companies and international guests.

Moreover, the pr-reach and coverage includes a broad audience in Sweden.

The project was a big success for Scania – they arranged their best international launch ever in South Korea, thanks to the possibility of showcasing their new truck in a ”mini-Sweden”.
Many visitors were charmed by the informal yet professional approach, Swedish design, food and staff augmented the experience.

Discovery/EuroSport exceeded their goals seen to viewers and revenue from advertisers.
The impact in media channels was impressive indeed (see attachments)

Goals and results:

Goal 1) to attract 5.000 unique visitors to Sweden Arena

Result: over 12.000 visitors during three weeks

Goal 2) 50.000 visitors on Sweden Arena’s web and Social Media channels during the games

Result: Over 75.000 visitors on Sweden Arena’s web and Social Media channels during the games

Goal 3) 50 earned articles and media pieces covering Sweden Arena.

Result: 93 earned articles and media pieces covering Sweden Arena.

Goal 4) A financial surplus of minimum 500.000 SEK till the Swedish Olympic Committee’s work with “up and coming” athletes.

Result: The project generated a surplus of 900.000 SEK in support of future sports heroes.

Goal 5) to strengthen preference amongst decision makers regarding Stockholm’s application for the Winter Olympics in 2026.

Result: preference augmented 30% to 73% after the Winter Games, according to internal survey.

Goal 6) To establish commercial cooperation with new brands and companies that may become future sponsors.

Result: Scania, Ericsson and Securitas are new partners.

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