FAN ENGAGEMENT

Consulting

Strategy

Event Promotion

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Challenge

The FIH Pro League is a global hockey competition that takes place each year between the world's top 10 ranked playing nations. 

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The NZ series will see the Black Sticks men and women take on high-quality opposition at two newly built state-of-the-art stadiums in Christchurch and Auckland.

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Feedback from fans after the inaugural 2019 series was that while the on-turf play was excellent, fans left feeling unengaged and a little 'flat' about their spectator experience.

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Hockey NZ invited me to review their experiences and suggest ways to make each event a more entertaining and memorable experience for those attending.

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Solution

  • Created a strategic document on how to better promote, event manage and improve the overall fan experience.

  • From Māori cultural welcomes, pyrotechnics and mascots to promotional air-cannons and a dynamic cinema awareness campaign, the document covered all aspects of the build-up/promotional phase and full detail of the fan-engagement activities required, along with a full schedule of costs from a portfolio of 3rd party suppliers.

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