Poland-Ukraine 2012
The brief
The joint Bidding Committee created by the Football Associations of Poland and Ukraine was formed in order to bid for the rights to host the UEFA EURO 2012TM Championships. The bidding committee engaged TSE Consulting to assist them with the development of the strategy for the bid and to develop and implement a communications programme and media campaign on their behalf.
Our response
The joint bid of Poland and Ukraine was competing against a bid from Italy and a joint bid from Hungary and Croatia to host Europe's largest sporting event, the UEFA Euro 2012TM. Although the decision making body for these bids was small (the 13 members of the UEFA Executive Committee) it was crucial that the competitive strategy of the Ukraine/Poland bid was clearly identified and then clearly communicated to the members of the ExCo and to their influencers. Working together with the Bid Director and his team, TSE utilised a series of workshops to develop a strategy that differentiated the Poland and Ukraine bid from its competitors and created a series of key messages which could be utilised to emphasise this. With Italy as the strong favourite (with a single country bid and an infrastructure that it was impossible to compete with) it was necessary to find messages that could be communicated to the decision makers that positioned the Poland and Ukraine bid as the obvious alternative choice. The key message that was agreed upon was "EURO 2012 in Poland and Ukraine - the choice to make a big difference". The choice to make a big difference for UEFA, for football in Poland and Ukraine and for the EURO itself. TSE developed a highly targeted communications plan, involving a series of personal letters, a hard hitting brochure and a carefully designed and executed European media campaign to communicate these key messages. TSE then created the structure of the final presentation and worked together with the bid presentation team in Cardiff to ensure that the key messages of the campaign were delivered in the most impactful way to the voting members. The presentation team was led by the State Presidents of the two countries (Viktor Yushchenko and Lech Kaczynski) and the rights to host the UEFA EURO 2012 were awarded to Poland and Ukraine following the first round of voting by a margin of 8 votes to 4 for Italy and 0 for Hungary and Croatia.

Dirck Smits Van Oyen General Manager of the Bid, UEFA EURO 2012

2014-11-07T23:56:01+00:00

Dirck Smits Van Oyen General Manager of the Bid, UEFA EURO 2012

"TSE was instrumental in the development of our communication strategy and did a great job spreading our message to key audiences, leading us to a fantastic victory."
More examples of client assignments


AMERICAN CITIES

CANADIAN CITIES

COLLEGIATE ORGANIZATIONS/INSTITUTIONS

INTERNATIONAL CITIES

INTERNATIONAL EVENT BIDS

INTERNATIONAL FEDERATIONS

MEXICAN CITIES

NATIONAL OLYMPIC COMMITTEES AND SPORT MINISTRIES

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USOC & NATIONAL GOVERNING BODIES (NGBs)


BURSON-MARSTELLER SPORT

As of January 17, 2018, all international activities of TSE Consulting have been integrated into Burson-Marsteller Sport.

This new expansion and investment in sport will provide clients with new resources and new services. As such, Burson-Marsteller Sport will include services including Campaigning & International Relations, Crisis Management & Corporate Communication. Event Strategy Development & Evaluation, Destination Marketing & Event Host Communication, Sport Strategy & Policy Development, and Training & Knowledge Transfer. Read more: www.burson-marsteller-sport.com.

Burson-Marsteller Sport is the sport unit of Burson-Marsteller. Burson-marsteller, established in 1953, is a leading global strategic communications and public relations firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and digital strategies. The firm’s seamless worldwide network consists of 77 offices and 85 affiliate offices, together operating in 110 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Group, a subsidiary of WPP (NASDAQ: WPPGY), the world’s leader in communications services. For more information, please visit www.burson-marsteller.com.