• 28.6.2011 •

Golden stage of Istanbul at Intercontinental Advertising Summit together with Istanbul Advertising CUP

The Concept Prolog

The Golden Stage of Istanbul is unique point of difference among all others advertising festivals around the world.

From biggest regional/continental advertising festivals more then preselected 25.000 entries 4 or probably 5 the most competent juries are shortlisted about thousand and less then 200 (?) are awarded with Gold. They are the strongest selection of creative heroes of the planet probably, only USA and Canada winners are not included.

Asia and Pacific’s Adfests winners, the bests of Iberoamerican’s creatives, Art Directors Club of Europe winners, New European Golden Dum winners, and South African Loere heroes probably, are crème de la crème of world creative industry. Getting them together would be very exclusive event with strong magnetic effect.

Because of many financial restrictions in advertising agencies is difficult to expect that numerous winners from four continents would travel to Istanbul for getting trophies personally even  the attractiveness of  event and the magic intercontinental capital are strong.

Good disposition is not enough, we need strong push moment/effect.

The Idea

 Interest and motivation of continental winners as potential participants are dangerously balanced with strong restrictions and serious costs cutting in agencies and net-works.

But additional benefit on the YES side can tipped the scales in YES YES favor.

Offering free flay ticket to Istanbul to all gold winners of participated continental festivals  can be extremely strong additional motivation for coming on Istanbul CUP award ceremony and creative summit.

We can suppose important direct response and big psychological and promotional effect.

From cca 100 (?) gold continental winners more then 50% could accept such offer we can expect. And more the 60 best continental creatives and actual adv. Heroes together on Istanbul CUP is very strong and attractive advantage and magnetic power.

The advanced Idea

 

Too keep together sixty best creative heroes from four (or five) continents is extremely opportunity to hear and to crash theirs intellectual and creative intellect on the stage!

We can ask every continental gold winners coming to Istanbul Cup to have short only five minutes long speech on the stage. This could be condition sine quanon of our offer.

Five hours long creative marathon on the ISTANBUL GOLDEN STAGE would be unique firework of ideas, provocations, appeals, new observations and suggestions, controversians and unexpected views. In combination with five moderators (members of the jury) – every hour new – and formula 4+1 (4 minutes speech, 1 minute answer) we can develop very exclusive and attractive worldwide event.

Costs versus effects

 Price of 60 flay tickets isn’t extremely big investment for national Turkish airliner.  Comparing with expected short and long term effect could be really reasonable.

Collaterals consequences to be expected:

1. Strong worldwide promotion of TA at all Istanbul CUP info and promotional activities at all continents.
2. According to higher attractiveness of IC we can expect more participants, more visitors  and more air travelers
3. Many invited winners will be accompanied with partners who have to pay theirs travel costs.
4. All invited participants with free fly transfer and theirs guest will pay all other costs.
5. Strong Istanbul’s additional GENIUS LOCI effect – very positive spirit of the place.

BUT

 The exclusive Istanbul offer is (has to be) first and not the last step of the project1!