Mexican Swimming Federation, Guadalajara
The briefThe Mexican Swimming Federation launched Guadalajara's bid to host the 2015/2017 FINA World Championship and engaged TSE Consulting to assist them in implementing an effective campaign strategy for their candidature. Competing against power-houses in staging major international events such as Russia (Kazan) and Hong Kong, Guadalajara mandated TSE to deliver the communication aspects of the bid and present a strong and convincing case to the Council Members of the International Swimming Federation, FINA.
Our responseFollowing the initial meetings with the Mexican Swimming Federation and TSE, a comprehensive communication strategy was developed. The focus of the strategy was to position Guadalajara 2015/2017 as the right place at the right time for a renewed growth of Aquatic sports through new markets and new fans. TSE fully developed the bid book and implemented a communication strategy using a wide range of communication tools in order to reach the voting members as well as various groups of influencers. All communication culminated on the final day of the bid when TSE developed a powerful and strategically focused final presentation to the FINA Council Members. The result was overwhelming. After a period of over 30 years absent from Latin America, Guadalajara secured a significant majority among FINA Council Members at their meeting in Shanghai in July 2011, and ensured FINA's flagship event would again be hosted in their region.
Kiril Todorov President,Mexican Swimming Federation
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