Sports Events as a communication platform, and the impact on destination branding.

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Sports'Events'as'
Communication'Platform,'and'
the'Impact'on'Destination'
Branding'
a"hermeneutic,"exploratory"study'
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UCN, Denmark - March 2015
Student:Petter Furuseth
Supervisor: Kenneth Cortsen
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List of content
Abstract...............................................................................................................................................4!
Introduction ........................................................................................................................................6!
Purpose................................................................................................................................................8!
Theory of Science ...............................................................................................................................9!
Methodology .....................................................................................................................................10!
Limitations and Clarifications ........................................................................................................12!
Literature theory..............................................................................................................................13!
Branding.....................................................................................................................................................................13!
Sport!Branding........................................................................................................................................................14!
Geographical!Branding........................................................................................................................................ 15!
Brand!associations ................................................................................................................................................16!
Co:branding.............................................................................................................................................................. 17!
Sports!Event .............................................................................................................................................................18!
Sports!Event!and!Destination!Branding.......................................................................................................18!
Findings.............................................................................................................................................21!
Branding.....................................................................................................................................................................21!
Sport!Branding........................................................................................................................................................21!
Geographical!Branding........................................................................................................................................ 22!
Brand!associations ................................................................................................................................................23!
Co:branding.............................................................................................................................................................. 23!
Sports!Event .............................................................................................................................................................24!
Sports!Event!and!Destination!Branding.......................................................................................................25!
Analysis & Discussion......................................................................................................................27!
Suggestions & Recommendations...................................................................................................33!
Bibliography .....................................................................................................................................35!
Appendix ...........................................................................................................................................39!
Evaluation!of!Barcode!Challenge!2014.........................................................................................................39!

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Abstract!
During the recent decade destination branding has increased in popularity amongst cities and
districts around the world. An example is New York: ”the big apple” or the slogan “I love
NY”. From being mainly something that tourist destinations used, we now see more and more
cities that wants to attract visitors, and also relocation for businesses and people. Destination
is quite a new concept, but has developed from the shared believe amongst academicians and
practitioner that destinations can be branded in much the same way as consumer goods and
services. The use of sport marketing as a marketing communication platform has also
increased along with destination branding. This paper explores the use of sport event as a
communication platform in the destination branding strategy and process. It also uses Barcode
Challenge, a stairway run particularly designed to brand a newly built district (Barcode in
Oslo), as a case study following the theoretical investigations. The purpose was therefore to
get an overview of the topic, and to address some guidelines and recommendations, both for
marketers working with this topic, but also for further studies to come. Conclusions are that
that sports event can be a good investment and with success be used to build image around a
destination, as long as it fits the destination as a co-branding partner and the event media
exposure for the destination is at a low level.

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Introduction!!!!!!!!!!
It is a reality that academic articles and academic research with the domain topics “place
branding” and “destination branding” have increased during the last ten years. A search in the
digital library of Malmö Högskola presenting an overview of articles and literature within this
research domain during the last ten years, reveals a total number reaching over 500 academic
publications and books (2015). Furthermore, an example that understates these findings,
research by Lucarelli and Berg (2011) revealed an exponential growth in the number of
articles taking on the topic area “city branding” in the period 1998-2009.
The marketing process “place branding” was originally used mainly within the tourist
industry, but Keller argues that branding no longer is limited to vacation or tourist
destinations (2013). This is an argument that is continuously exemplified when we look at
practice all around the world, by the fact that countries, cities and other places develop and
execute place-branding strategies more and more. The main reasons for the increase of this
specific marketing technique are supposedly to draw visitors or to encourage relocation
(Keller, 2013). As a contribution Herstein and Berger (2013) point out in their research the
specific value of attracting business and industry to a destination, in addition to the two
mentioned by Keller (2013).
Furthermore there is research, this time according to Rein and Shields (2007), which conclude
that the demand for the most effective place brand-building strategies has never been greater.
When we take in consideration that many places retain a limited amount of resources
available (for implementing these startegies), Rein and Shields argue that difficult key choices
must be made on which brand strategies to put into action (2007). In other words: how to get
“bigger bang for the buck” (WIKIPEDIA, 2015). Therefore their article explores the
significance of sports as a place-branding platform. And this combination is what this
research project has developed its inspiration from.
Over the last decade, the main capital of Norway, Oslo, has experienced a massive estate
development project in the central part of the city (Wikipedia, 2015). Innovative (and
modern) architecture based on the Barcode principle, developed by MVRDV (2015) and the
Norwegian architects Dark Arkitekter and a-lab (Wikipedia, 2015), has been a theme for
debate and discussion amongst politicians as well as civilians (mainly residents) in Oslo. The
debate and discussions has been communicated in newspapers and on television, and not to

forget in social media. Reading articles about Barcode in the Norwegian newspaper
Aftenposten (2015), Barcode has gone from being almost an extreme disliked object, to the
fact that its popularity today has grown and pushed away the feeling of hate towards the
project.
City planners and decision-makers of destinations/cities have lately found a theme to assist
them in promoting a city image in a cost effective manner (Herstein and Berger 2013). Sports
events are according to Herstein and Berger first and foremost a social event, and people
around the world spend lots of money on it. Not only in the direct way by paying a fee to
participate in the event, but also when it comes to spending money on travel, food,
accommodation, entertainment and other services and products offered at the host destination.
Of course the scale of the revenue is following the size of the event, but the statement tells us;
still an increase – whether it is a small or big event.
Further Herstein and Berger (2013) notice three advantages that sports events provide cities in
their rebranding process; sport events talk more to people than any other event (and are
therefore easier to promote and market), Sports events have a more powerful impact on
people (due to the association with competitiveness and the feeling of being part of
something), sports events can leverage a city’s image over the long-term (destination itself
that invest money, residents that that uses the event to promote themselves, media to draw
more interest, investors sees business opportunities, people around the world like being part
of something and expressing their own identity and personality).
In 2014 the newly developed sport event Barcode Challenge was set up for the first time in
what has been called Norway’s longest straight forward stairway. There are no turns in the
110 meter long stairway, only plateaus every 20 steps dividing the over 300 steps from each
other. Barcode Challenge is a sport event developed with the purpose of strengthening
Barcode as an area, and also to build the destination brand. As a strategic choice of
communication platform, a sport event like this will hopefully have a better Return On
Investment (Wikipedia, 2015) than other marketing communication alternatives. This
research will look deeper into branding both sport events and places (or destinations as the
two terms are being cross-used), and investigate how the links between them are being used in
the marketing context.

Purpose!
The definition of a purpose can be explained as the reason for which something is done is. In
other words something that gives meaning to the work and performance being done.
By writing the introduction and getting a overview perspective by reading a short review of
earlier research, the findings inspires me to undertake more study on how the use of sports
events as a place-branding platform has developed during the last decade. The believe that
sport marketing in general, and sports event in particular, can be the best chosen platform in a
overall marketing communication strategy, gives me the drive to go on and look more into
this area.
The purpose for this project is therefore to look into how sports events can be used as a place-
marketing tool, and further to look for general guidelines and recommendations on how to
utilize, minor or medium, locale sports events as a place-branding platform for a destination
like Barcode in Oslo (or other small and medium cities or districts) (facebook, 2015).
To seek and explore this up and coming marketing communication strategy, some research
questions will help to keep focus in the research. The research questions may not be able to
answers fully out, but will still be a ground for eventually further research and investigation.
RQ1: How can a sport event improve the image of a destination?
RQ2: What are the benefits of using sport events as a marketing communication platform in
the place branding strategy?
RQ3: What are the key elements when implementing sports event as a marketing
communication platform in place branding strategy?

Theory!of!Science!
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This research project aims to investigate the relationship between sports event as a promotion
platform, and the building of a destination brand. The investigation will firstly be to explore
the earlier research within these fields and the correlation between them. Further research will
possible be to do a case study of the concrete sport event and the destination to be branded.
But, as Gray argues, before such experimentation can take place, we must develop a
definition of destination branding and create indicators for how we to confirm and measure
defined outcomes of the destination branding (Gray 2014).
Furthermore the hermeneutic approach will be suited in this research project. According to
Kinsella (2006) “the goal of a hermeneutic approach is to seek understanding rather than to
offer explanation or to provide an authoritative reading or conceptual analysis of a text”.
Kinsella further highlights five characteristics of a hermeneutic approach, being that it; (a)
“seeks understanding rather than explanation; (b) acknowledges the situated location of
interpretation; (c) recognizes the role of language and historicity in interpretation; (d) views
inquiry as conversation; and (e) is comfortable with ambiguity” (2006).
The hermeneutic circle is a central part when it comes to hermeneutic understanding (ibid,
2006). A continuous stream of information is making the process of understanding greater and
wider, and can sometimes bee seen as complex and messy. This project, looking deeper into
the development of both a sports event and the development of a destination, will probably
extend during the research period. Starting from a context, we may end up in another context,
but always with the purpose of seeking understanding. Therefore the process can have the
possibility to appear as complex and messy. But with a clear purpose in mind, there will we a
structure wrapping up the loose ends.
Gray argues that according to hermeneutic perspective, social reality is seen as socially
constructed, rather than being rooted in objective fact (2014). The fact that the researcher is
working within the sport event being researched in this project, and by that be able to
subjectively interpret on the research, the choice of a hermeneutic approach are relevant given
the fact that hermeneutics argues that “interpretation should be given more standing that
explanation and description” (ibid, 2014). When explaining subjectivism, we say the meaning
is imposed on the object by the subject (Gray 2014). In this case practically shown by the fact

that the author’s knowledge is based on his personal involvement in the planning and
implementation of the sports event.
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Methodology!
Research as an art of research investigations is sometimes known as a movement from the
known to the unknown. The voyage of discovery is something that makes us travel into the
unknown, and where we scientifically and systematically wonder about a topic with the
purpose of attaining full and fuller understanding of the unknown. The curiosity is the basis of
all knowledge, and the method to gain this knowledge can be termed as research (Kothari,
2004).
The purpose of this study is to gain familiarity, and also to achieve new insights into the
utilization of sports events as a branding platform for destination branding communication.
Studies with this kind of object are termed as what we call exploratory research studies. This
kind of research can be used as a pre-study, where further research and tests of ideas and
hypotheses can be undertaken (Gratton, C and Jones, I., 2010).
This research project is defined as pure research. Pure research, in contrast to applied
research, takes place to investigate and discover a specific thought about something. In this
case the idea of the relation between sports event and destination branding, and how those
relate. Applied research on the other hand, is used when the researcher seeks to solve a
particular problem or to create a solution to a practical question (Gratton, C and Jones, I.,
2010).
The collection of data through desktop research and literature review are the mainly used
techniques in this study. Theoretical research may have its merits, and may be used in this
exploratory research. But it is suggested that the researcher support the findings empirically
through the collection of primary data. Further research that will build on this exploratory
research study, will aim to collect data and use primary research in order to test hypotheses
and answer specific and practical questions (Gratton, C and Jones, I., 2010).
Desktop research has been done searching for the terms “place marketing”, “destination
marketing”, “sports event”, “destination branding”. The search has been done on
mah.se/bibliotek, which is a search engine connected to Malmö Högskola in Sweden.
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Limitations!and!Clarifications!
As the methodology explains the study is an exploratory research that has its limitations. Due
to time restrictions and the authors’ choice of doing theoretical desktop research, there is
reason to claim that the literature review is not as deep going, as it could be in order to define
any hypotheses or to answer the research questions broad enough. As the research questions
may not be fully answered, there will therefore be necessary to carry out further research as a
complement to this project, to gain more specific answers and also to define hypotheses and
practical questions. !
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Literature!theory!
Branding
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According to American Marketing Association (AMA), a brand is “a name, term, sign,
symbol, or design, or combination of them, intended to identify the goods and services of one
seller or group of sellers and to differentiate them from those of competition” (Keller 2013:
30). Strong brands carry a number of different types of associations, that all have many
different means to create them. The marketing program can contribute to consumers
understanding have the brand – as well as the valuation of the brand (Keller 2013). Brand can
therefore be associated by purpose, but also as an organic development if the marketers
responsible take control over the development of the strategy. !
A brand is ultimately “something that resides in the minds of consumers “(Keller 2013),
giving it a psychological perspective. Keller further argues that to brand a product it is
necessary to teach consumers who the product is. The meaning for the brand is a key point
when it comes to build identity for the product being branded. ,,,,
“Branding has become so strong that today hardly anything goes unbranded” argue
Armstrong and Kotler (2005). The brand is something that can add value for the product, and
the brand name becomes the basis on which a whole story can be built about a product,
service, place or destination’s special qualities. Further Armstrong and Kotler state, “building
and managing brands is perhaps the marketers most important task” (2005). The task of
building strong brands will, when it succeeds, lead to high brand equity. Brand equity is the
positive differential effect that knowing the brand name has on customer response to the
product or service, in this case also to places and sport events. The importance of strong
brands strengthens the argument that brand building is a key marketing activity in today’s
sport business and commercialization (Jobber, 2004: 266).
When we look deeper into the universality of branding, there are numerous categories and
product where branding can be utilized in order to leverage the business. Sports event and
geographical location are two important categories amongst many others mentioned by Keller

(2013: 37), and these to categories are considered relevant to this research projects’ purpose
and focus area. ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,
Sport Branding
Sport marketing applies marketing concepts to sport products and services (Smith, 2008).
Marketing of sport products, sport events, sports related services have improved, and sports
marketing have become highly sophisticated in recent years (Keller 2013: 46), using
marketing techniques to; build a financial solid platform that is not depending on the on-field
results of the team (a), promoting sports events to increase revenue (b), or to establish sports
related services like football academies for children (c).
Sport marketing is furthermore about marketing non-sport products through an association to
sport. Sponsorship as a promotion tool is an example of marketing through sports. As an
alternative to advertisement or other promotion tools, sponsorship gives some benefits for the
sponsor compared to advertisements. Consumers may realise that the sponsor is trying to
persuade them about something, but the approach is disguised and subtle. That can make the
consumer less defensive about responding to the persuasion, and the sponsorship
communication may be reacted on with a general goodwill (Smith, 2008: 194).
As a likely effect of sports marketing becoming highly sophisticated in recent years, sport
marketers within the sport industry has naturally improved the use of branding as a way of
creating economical growth. “It is fair to say that branding is about the hottest game in today's
sport industry” is concluded by Hardy, Norman and Sceery (2012), and strengthen the
assumption of increased use of branding to secure economical growth within the sport
industry.
The sport industry has developed to be a competitive industry, making strategic branding one
of the key strategies (Smith, 2008). Smith argues that high level of recognition in the market
and strong associated imagery is two elements that help build brand equity (2008).
Smith (2008: 119) suggests that the following points is to be considered when choosing a
good brand name:
• Short
• Positive
• Easy to remember

• Easy to say
• Easy to recognise
• Unique
• Describes the product/product use/benefits
• Able to be registered or trademarked
• Translates into other languages
To build a sport brand is more than giving it a name that is memorable, or to design a logo
that is cool. The fact that Brands must be built (Smith, 2008) is a statement that explains that
brands are more than just names and symbols (Armstrong and Kotler, 2005: 241). Building a
quality sport brand could be based on the four steps model outlined by Smith:
Awareness (1) Image (2)  Equity (3)  Loyalty (4)
Geographical Branding
As mentioned earlier, brand equity is the positive differential effect that knowing the brand
name has on customer response to the product or service. As brands clearly provide important
benefits to both consumers and firms (Keller 2013), there is reason to believe that anything
can be branded, and that being understated as Armstrong and Kotler argue that hardly
anything goes unbranded today (2005).
The economical growth within the tourist industry (wttc, 2015) and the increased mobility of
people and businesses has contributed to the rise of place marketing (Keller 2013). Up to date
research reveals that cities, countries, districts and other places are increasing their promotion
activity in order to create awareness and build their image, and to be an attractive destination
for new residents, firms or tourists. Especially the marketers in charge, and also decision-
makers in general, brand their place with the aim of creating value and brand equity. Millions
of dollars are today spend in rebranding cities all over the world, and Herstein and Berger
declare that those enormous sums are money well spent as long as there exist an underlying
strategy (2013). And by that we assume that the investments will give a good return on
investment.

Choice of strategy is, according to research by Wæraas, Bjørnå and Moldenæs (2014),
dependent on the identity of the place. To give an example, you cannot just put on a new,
different outfit and believe that it will make you a different person, unless you personality
also changes. Your personality still being the same will not change how people look at you.
The same argument goes with a place; people will not be fooled by a new logo or slogan as
long as the identity stays the same. The size and perceived media influence is also something
that can make an impact on the place branding strategy. The bigger the boat is, the longer it
takes to turn it around. The more positive help from media, the easier it will be to reach out
with marketing communication.
Another aspect is: when involving citizens, both those who live and those who work in a
defined place, and let them influence on place marketing, research shows that this
involvement may enhance the quality of the brand (Eshuis, Klijn and Braun 2014). The
conclusion by Boisen, Terlouw and van GorpBy argues that ”by influencing the perceived
qualities of the place in question place branding can indirectly result in the attraction of more
tourists, more inhabitants, more firms and more investments - yet the essence of place
branding should be to add value to the existing users of the place in question” (2011). This
strengthens the idea that the existing residents of a place are the best ambassadors for the
actual place, and by letting them influence on place marketing; the quality of the brand might
improve.
Scaling city branding down to destination or location branding, where we merely are talking
about smaller parts of the city, the branding process is perhaps not so different when it comes
to the strategic plan. The marketing objects when building a strong brand, are the same; create
awareness, building image, be an attractive destination to both live in, work at and visit. The
purpose altogether; to improve the destinations brand equity.
Brand associations
Brand knowledge is the key to creating brand equity (Keller, 2013). To know how brand
knowledge exists in consumers’ memory, psychologists have helped in developing the
associative network memory model (Keller, 2013). Take in consideration that brand

knowledge, the key to build brand equity, has two components, namely brand awareness and
brand image. This is basically explained by the consumers ability to identify the brand under
different conditions, and the consumers perceptions about the brand reflected by the brand
associations (Keller 2013: 72). Warraich, Awais, Amin and Parkash argue that brand
associations are memories connected to the brand (2014). Their research also concludes that
“a brand has a persona and image in the mind of consumers and it is based on the sum of all
information and experiences consumers have with the brand” (2014).
For example, associations are the characteristics that come to mind when someone asks you
what you think of when you hear the word Premier League. You might say “world class
football”, “Sport entertainment” or even “Chelsea” (that somehow leads into the idea of co-
branding). Many of these brand associations may be shared by the majority of the consumers,
and will in so doing be a part of the brand image (Keller 2013: 73).
Co-branding
Being one of the growing techniques used by marketer and strategists to reinforce positive
image of one brand to another brand, co-branding is a strategy that is commonly being known
as fusion and synergy between two or more brands (Warraich, Awais, Amin and Parkash
2014). Brand bundling or brand alliances are other expressions used alternatively to co-
branding, and “occurs when two or more existing brands are combined into a joint product or
are marketed together in some fashion” (Keller, 2013: 269).
MacDonald’s and Coca-Cola is an example of co-branding where the two brands are both
exposed on every paper-mug in Norwegian Macdonald’s restaurants, and also all over the
world. The alliance is world wide and based on trust and a shared common vision (Economist,
1998). Something clearly an advantage when it comes to co-branding is to share some vital
elements, like vision and values. A well formed co-branding will develop growth and increase
the brand equity for both or all brands involved.
Warraich, Awais, Amin and Parkash study combinations of brands, and their study concludes
that co-branding augments the brand image regardless of low or high brand equity (2014).

Sports Event
Ever since the first modern Olympic Games where held in Athens in 1896, the development
of sports events, from small to mega, has been significant. Sports events have played an
important role in the aspect of developing society (Masterman, 2007: 11). From a commercial
point of view Masterman classifies events as either spectator or participant led, primarily to
define where the main revenue is earned via (2007: 13).
The event planning process is an important element when it comes to secure long-term
success based on step-by-step progression of the event. The event planning process consists of
up to 10 different stages. Looking at the first phase; objectives (a), concept (b), feasibility (c),
proceed? (d) Yes or no. If the choice is to proceed there is either a bid procedure (Olympic
Games etc.) or a step directly to implementation planning. No as an answer will make the
planers go back to the concept and reshape it – or abort it.
When getting to the implementation planning, the following stages are following; implement
event (e), handover (f), evaluation (g) and feedback (h) (Masterman, 2004).
The objectives and the concept are particularly relevant to the case with Barcode, and will be
discussed in a later chapter.
Sports Event and Destination Branding
Think of Olympic Games, World Cup in Football, X-games, Wimbledon and Le Mans 24
hour race. Then think of destinations associated with these sports events.
Some of you might come up with 2012 Summer Olympics in London, 2014 Winter Olympics
in Sotsji, 2014 FIFA World Cup in Brasil or the coming 2018 FIFA World Cup in Russia.
Mega sports events that are being held in different countries every fourth year.
X-games, Wimbledon and Le Mans are sports events that held place at the same destinations
every time. Wimbledon and Le Mans are actual cities in respectively England and France, but

sometimes nowadays being more known for their sport event than the city. X-games are being
held at the same destinations over several years. Winter games in Aspen Colorado until 2019,
and summer games where held in Los Angeles, but lately changed to Austin in 2014
(Wikipedia, 2015).
These are just a few examples of how sports events successfully can be paired with a
destination, and by that pairing brand or re-brand the host city/destination. These sports
events are of course major events, but Herstein and Berger also highlights the importance of
minor events. “A city implementing a minor sports events positioning strategy such as school
tournaments or a city running championship, which occur only once in a while and do not
require the massive planning of the three other positioning types of sports events, should
understand that these events can have a major positive impact on community spirit and
morale. Thus, cities planners should view these events as the best way to promote businesses
in their cities such as restaurants, pubs, and retail shops that sell toys, flags and other
merchandising with the city's picture and logo on them. The event can also strengthen civic
pride, leading to a stronger sense of loyalty towards the city. Loyal residents are a city's best
ambassadors” (2013).
Kaplanidou and Vogt suggest that events and destinations may influence each other’s imagery
(2007). A study by Xing and Chalip on the pairing of an event with a destination tells us that
“the direction and intensity of image transfer will depend on the quality of fit between event
and destination brands (2006).
Sport events can create considerable reimbursement to the destinations being a host, whether
that is a city, region or country. Money spent on accommodation, food, tickets, souvenirs,
museums, sightseeing by the event visitors, are benefits that would not have been without the
event. But in order to extend the benefits and the increased income, research by Jago et al.
points at the importance of reaching beyond the period during which the event takes place
(2003).
Findings from Xing and Chalip tells that any sport event can seem like a good quality fit for a
destination that seems to be active (2006).
If we look into the attention that an event gets through news coverage, this is something that
gives added exposure for the host destination, and that are added benefits (or value). This is
one of the two roles a sport event play in the marketing mix for destinations. The other is to

attract participants and spectators – who will boost the number of visitors to the detiantion
during the event period (Chalip, Green and Hill, 2003).
The value of media exposure that a sport event generates, are often built in to the economical
estimates for the event effect. When analysing how much print coverage and how much
broadcast coverage the sport event is gets, the calculation can be compared to alternative
advertising. Chalip, Green and Hill points at two imperfection factors when comparing sport
event to alternative advertisement; the exposure given by media can sometimes be
unfavourable because you ever know what the media will write or how they will angle their
story. Also the complexity of the consumers’ images of destinations is multidimensional, and
therefore difficult to clear out which dimensions of destination image that will be affected by
exposure to an event broadcast or an event advertisement (2003: 216).
In some cases there are a chance that there will not be any effect from the event media at all.
The reason for not giving any effect is unclear, but one explanation can be that if the
destination already is heavily promoted, the event media will just add more exposure to the
marketing communications of the destination (Chalip, Green and Hill, 2003: 216).
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Findings!
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Branding
Even though Barcode is a name that on word of mouth has followed the development project
of the district, it has not been an officially marketing communication name from the owners
OSU. The importance of taking control of the brand development, especially when it comes to
build brand associations, where highlighted in the literature review. The findings of Barcode
as a brand show that the name and by that the brand mainly has been developed organically
without any integrated marketing communication strategy. But since the recent hiring of a
marketing and branding director (bygg.no, 2015) at OSU (2015) there is reason to believe that
the focus of branding the area will increase.
The literature review also show findings that associations being created towards the brand are
an important aspect of the branding process. It about getting into the consumers mind, and
make them understand the brand. The brand owner wishes to give meaning to the brand for
the consumers, and that is the goal of the branding communication.
Different categories and products are all able to brand. And the fact that close to “everything”
is being branded today (Armstrong and Kotler, 2005), the findings are therefore that sport
product and services are also able to brand.
Findings also points at the importance of brand building as a key marketing activity with the
purpose of getting strong brands with high brand equity.
Sport Branding
Sport Branding is up and coming. That could most likely be a statement that many nods and
agree on. But to explain why this statement might be hundred percent true we can look to the
findings from the Sport Branding literature. Research strengthens the statement by the fact

that sport marketing both have become highly sophisticated and by doing it right the
communication will be reacted on with a general goodwill by consumers (Keller, 2013: 46
and Smith, 2008: 194).
Even though a football team looses its matches on the pitch, the economy of the club doesn’t
necessary react negative to that. Sport marketing is no longer about marketing of sport and the
results of the game, but merely to build brand equity, increase revenue and to secure
economical growth. From being an industry where the business thinking might was not
present, the industry has developed to be highly competitive.
If we look at Barcode Challenge we can see that even though Lemon the first year of the run
designed a visual profile for the event that follows the visual profile of OperaKvarteret (a
name chosen for the apartment section of the development project the total area is known as
Barcode) this has in year two of the run been unchanged and follows now the new chosen
name to be branded (the name that really was communicated word of mouth be people in
general); Barcode.
Barcode Challenge as a sport event has developed a clear competition concept, namely to run
up a specific stairway. The run is held at the same date every year.
Geographical Branding
Lets look at subject geographical branding. A city is no longer a city. A place is no longer a
place. The tourism industry has forced the way and created something called destination
branding. Some cities grow and experience raise of people wanting to live in it, companies
who want to do business in it, and tourists who want to visit it. Other cities just die, being shut
down and turns into ghost towns. Why is this so different from city to city, from district to
district and from destination to destination?
As findings show, the mobility of people and businesses has contributed to the rice of place
marketing (the terms are being mixed deliberately in order to show that they mean the same).
With this increase some cities become aware of the importance of being an attractive

destination for these target groups. Rather broad target groups, but cities are for everyone,
right?
Furthermore research has found that choice of strategy depends on the identity of the place.
You cannot fool anyone by getting a new haircut. You will still be the same person.
Another aspect found in the research of Eshuis, Klijn and Braun (2014) highlights the
importance of involving both those who live and those who work in a defined place, and let
them influence on place marketing.
Brand associations
!!
Psychology is a subject that is closely linked up to the profession of branding. Associations
based on information and experiences connected to the brand are what create the persona and
image on the mind of the consumer (Warraich, Awais, Amin and Parkash, 2014).
The fact that Barcode Challenge is created out of the thought of supporting the branding of
Barcode area, the brands associations should therefore be the same of both the sport event and
the destination. There are not done any surveys or other collection of data concerning brand
association connected to the co-branding.
Co-branding
1+1=3 is sometimes used when explaining synergy effects an how the sum can be greater than
the number of parts added up. Related to co-branding, this synergy effect can be seen in
practise when we look at how Barcode Challenge has developed, and how the sport event
collaborate with its partners and alliances.
Barcode is the name of the place being branded, and Barcode Challenge is the sport event
branded. This is the actual case that this study has had a deeper view into.
Warraich, Awais, Amin and Parkash (2014) conclude that co-branding augments the brand
image regardless of low or high brand equity. In other words: there is a chance for everyone.

The sport event Barcode Challenge had its introduction in 2014, and will be arranged for the
second time in 2015. The destination Barcode has existed approximately 8 years in 2015
(OSU, 2015), and even though OSU has not used Barcode as the formal name, but even
though the district or area has developed some content (associations and experiences) that
builds its brand image. There has not in this research been found anything that measures the
brand equity of neither of the brands.
Nether has particular content of associations to the brand been found in this research project.
A strategic partner of the run is SatsElixia (2015). The sport event paired up with the leading
training centre chain in Norway with the purpose of getting first class resources on the event
day. Even though the purpose at first did not concern any co-branding thoughts, there are
obvious that the collaboration has been positive seen from a marketing perspective. Sats
Elixia has a strong standing both in Norway and in Barcode.
!
Sports Event
The sports event objectives are, through co-branding, to support Barcode in their place
marketing communication. Given this purpose of the sport event, the development of the
concept had a clear goal. Lemon and the property developer Oslo S Utvikling (OSU) agreed
that Lemon got the assignment to design a short distance stairway run. This run was designed
with a low-threshold access, so that everybody with the possibility to run or walk was able to
participate. The run was scheduled to an afternoon, after the workday, in order to make it
possible for participants to get from their job to the venue for the stair run.
Stakeholders that were involved in the event were first of all OSU, who has the main
responsibility for branding and marketing OperaKvarteret.
Elixia Bjørvika, the leading fitness centre in OperaKvarteret was also an important
stakeholder and partner to the event. Following we had several sponsors that contributed with
economical support. When going through the feasibility, it clearly showed that it was ok to
go on and implement the sport event as planned.
Lemon and SatsElixia Bjørvika formed a project group that made the action plan for the
event. Promotion where mainly done through social media in general and Facebook

particular. A web site was set up, and this site operated as a registration site for the
competitors.
2000 flyers where printed and handed out in the nearest area of the event location. Posters
where put up in restaurants and offices. There was personal promotion by the Personal
Trainers of Elixia Bjørvika. Different newsletters where sent out to the firms that have their
offices in OperaKvarteret.
Both OperaKvarteret and Elixia Bjørvikas Facebook sites where used to promote Barcode
Challenge. Engaging and educational updates gave inspiration for the target group to immerse
themselves into the preparation of the event. They received tips and tricks for both how to
train before the run and how to run up in a technical effective way.
Sports Event and Destination Branding
Single football matches in the biggest league in the world are now sports events on their own,
hosting ten thousands of people during 90 minutes of play (plus extra time of course).
Marathons in big cities like New York, F1 race in Monaco and Tour de France in, yes of
course, France. They are all Sports Events that are connected and related to a place or
destination, and by that connection they put the destination on the map so to say.
In order to get increase the return of investment, host communities has begun to structure a
portfolio of recurring events to achieve a range of benefits (Ziakas and Costa 2011). They
may not arrange the events themselves. But if the events are utilized better to support the
overall communication of the communities, this structure work will be positive.
As the literature revealed, there is also analyses towards the media exposure that is being
undertaken in order to support the sport event investment in the marketing mix. The findings
show that there might not be any pay off from event media at all. If the destination is already
heavily promoted, the event media might just be another exposure in the communication.
To dig out some event media exposure from Barcode Challenge, the findings are as follows:

There were 270 people that signed up for the run through the site barcodechallenge.no. The
registration was free of charge. The primary target group was those who works and live as
residents in the area.
The location for the event was a straightforward stairway of 303 stairs and 110 meters long
without any curves or turns. This is considered an esthetical very beautiful location.
Architecture wise its innovative and modern.
The area was kept compact in order to make a feeling for the competitors being close to the
action, and to promote the specific competition area to the fully.
The numbers concerning the promotional effects, or exposure in media, are:
- Facebook: 79 785 showings on the paid advertisement, video shared 20 times.
- Instagram: #barcodechallenge and #operakvarteret in 85 pictures.
- Radio Buskerud, local radio with 40 000 listeners, 2 minutes interview.
- NRK.no: 2 articles and 1.09 minutes video-article.
- NRK østlandssendingen: 1.09 video-article shown twice
- DN.no/aktiv: before and after article
- Internal communication on big local firms.
Most have the content of the promotion being found containing the term “Barcode”, and not
“OperaKvarteret”.
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!
Analysis!&!Discussion!
According to the oxforddictionaries.com (2015) analyse is to “discover or reveal (something)
through close examination”. At the same site, to discuss is to “talk or write about (a topic) in
detail, taking into account different issues or ideas”.
To be able to answer the research questions we must look into the research findings and
analyse them. As Armstrong and Kotler (2005) argued, there is a branding explosion in
today’s marketing and communication world. Also we can state that this explosion is based
on the importance and positive effects strong brand have on a company, product or events
revenue, position and other measurable elements in the overall business perspective.
When we look deeper into the case with Barcode Challenge, this is definitely a perspective
that Barcode Challenge has been developed from - from the idea of branding the destination
through a sport event. Even though there was no focus on destination branding at that time,
the fact that OSU (2015) has hired a director with responsibility for the brand shows how
OSU prioritizes the importance of this work in the future to come. This is something that we
at least can assume. Further research must be done to investigate if this assumption is right.
Even though the sport event was developed one year ahead of the hiring of this marketing and
branding director, the fit seems good and absolutely something to develop further. The
fundamental development of the visual design for the sport event, mainly the logo and the
visual identity, had in mind the branding process even without it being formulated and
decided from OSU. The visual profile, with matching colours and form, and the name of the
sport event being closely linked to the destination name are in the opinion of the author
definitely confirmation on this fit.
(RQ1): how can a sport event improve the image of a destination?
!
If we look into research question number one and compare that to the findings, the following
analyses occur:
According to Wikipedia there are 8000 different sports or sporting games in the world (2015).
Even though all sports may not be as popular as football, baseball or hockey, they might be

developed into an event in order to contribute to improving the image of a destination. Events
can either be participants based or spectator based - or a mix of both. The literature review
and findings point at the quality of the fit as an important element in the success of sport event
improving the image of a destination. Keller suggests that co-branding “occurs when two or
more existing brands are combined into a joint product or are marketed together in some
fashion” (Keller, 2013: 269).
In the co-branding process it is important to build common associations that links the brands
together according to the associative network memory model (Keller, 2013). As findings
show, the consumers build these associations upon the information and experiences delivered
by the brand communication strategy.
And sport events, especially the participants based, is something that definitely have the
potential of giving people experience-based information. An example from the stairway run in
Barcode; instead of telling people about the beautiful view from the top of the building, the
run lets them climb up there themselves and experience it. That combined with a possible
lactic acid after fighting over 300 steps in just a minute, will give some associations you want
get by just reading about it in the newspaper. And that is absolutely something that can
strengthen the argument for using sports event to improve the image of a destination. And
also something that shows how sports event can be used to improve the image destination.
The shared marketing communication strategy (between the sport event and the destination) is
in my opinion a key aspect in the strategic planning of the branding process. Practical this will
be to plan for a common and shared communication where the strengths and values of both
the sport event and the destination build upon each other. They may have a shared value or
focusing on the same message to the market. That may be “a healthy district” for the
destination being strengthen by a healthy participant based sport event. So this will also be an
answer on the research question “how can a sport event improve the image of a destination?
Namely by using a shared marketing communication strategy.
The literature review revealed that the existing residents of a place are the best ambassadors
for the actual place, and by letting them influence on place marketing; the quality of the brand
might improve. If we look to the way brands are built we see that a sport brand is more than
giving it a name that is memorable. Brands must be built (Smith, 2008). Brands are more than
just names and symbols (Armstrong and Kotler, 2005: 241). And who are better to build them
than the participants and the residents for the area. A well-executed sports event will most

likely give the participant positive memories and experiences to build on the logo and the
name of the event. Of course other kinds of events, such as cultural events, can give great
memories and experiences. But sports events give a physical aspect that contains use of the
body in a way that immerse the contestants into the happening.
Just to clarify that when we talk about sports events, there are not just the big ones that count;
Herstein and Berger (2013) suggest that even minor events can have a positive impact when it
comes to branding a destination. Therefore it can be reasonable to believe that the techniques
and strategies used can be implemented independent of the size of the sport event and
destination. Barcode Challenge, with its 200 participants, is considered a minor event,
certainly compared to FIFA world Cup or Olympic Games.
The media exposure on the other hand is something that every event-marketing planner
should be aware of and take in consideration when planning the event. The fact that Chalip,
Green and Hill (2003) points at two imperfection factors when comparing sport event to
alternative advertisement, makes it important to be aware of this. If a negative media exposure
occurs, that will not improve the image of the destination in a desired way. It might make a
negative impact on the image. And also if wrong associations are the one who sticks to the
consumers mind, sport event will not be the communication alternative that is better than
traditional communication channels like newspaper advertisements or bought broadcast
advertisements. The examining results from World Athletics Championships in Göteborg,
Sweden showed a lack of effect of the event on any dimension of destination image (Chalip,
Green and Hill, 2003: 216). One possible reason for this might be that there already is a
massive promotion of the destination, and that the sport event just is another exposure in a
crowded marketplace. To understand the case with Barcode Challenge (sport event) and
Barcode (destination), we need to look deeper into the history of media exposure for the
destination.
When working on this project, another aspect not being investigated in this research paper did
occur. Something that could be looked deeper into is the use of social media as a channel for
communication. Social media is a so-called owned media (smallbiztrends.com, 2015), where
in this case the event owner has control over what is communicated, and when it is
communicated. The use of social media in sport events has increased recently, and can help
the sport event before, under and after the actual event period.

RQ2: What are the benefits of using sport events as a marketing communication platform in
the place branding strategy?
!
There are reasons to believe that the increase of destination branding is something that will
continue, and that sport event together with other events in an event portfolio can help
marketers succeed in their marketing communication strategies. But this is dependent of
success and the fact that sports event can be measured to give a better return of investment
than other communication alternatives. To recap the media exposure:
The numbers concerning the promotional effects, or exposure in media, are:
- Facebook: 79 785 showings on the paid advertisement, video shared 20 times.
- Instagram: #barcodechallenge and #operakvarteret in 85 pictures.
- Radio Buskerud, local radio with 40 000 listeners, 2 minutes interview.
- NRK.no: 2 articles and 1.09 minutes video-article.
- NRK østlandssendingen: 1.09 video-article shown twice
- DN.no/aktiv: before and after article
- Internal communication on big local firms.
Based on these adequate numbers we can assumes that a small event with 270 participants
have reached an accepted media exposure. To have more accurate numbers and analyses of
the media exposure and what value it has given the investment, we need to define how to
measure this more appropriate. We also need to find a way to benchmark it against other
alternative communication platforms and channels.
Sport events have three main phases. Before the event (a). The day or days when the event is
actually happening (b). The phase after the event (c). I would say that the length of a sport
event is one of the benefits using it in a communication strategy. Compared to an
advertisement in a newspaper, that only last that day, or the commercial flash broadcasted on
television for 15 seconds, sports events may gain multiplied exposure and give a much better
return on investment.
RQ3: What are the key elements when implementing sports event as a marketing
communication platform in place branding strategy?
!
After discussing how to use sport events to build destination image and the benefits of using
sport events, there are some key elements that can be highlighted, in the aim to increase the

possibility of success using sport event as the marketing communication platform. Those key
elements are: shared marketing communication strategy (a), the importance of positive and
relevant media exposure (b), a well developed co-branding strategy (c), the importance of
involvement and experience (d) and the importance of using the event planning process (e) by
Masterman (2004).
Shared marketing communication
Shared marketing communication is the first key element. Place branding strategy must, as
findings show, be based on the actual identity of the place. Therefore further analysis must be
undertaken in order to find the identity that Barcode has today. And then the strategy must be
written from that point of view. Today both businesses, represented by head quarters of many
Norwegian companies, and people are an important element in the district, and these are the
ambassadors that create the identity. OperaKvarteret has been the name of the area for several
years, but now the name Barcode will be used in promotion and communication. The people
working and living there have developed the identity until noe, and must be the start off to
further process based on the appropriate strategy.
The importance of positive and relevant media exposure
The second key element is media exposure. As numbers from Barcode Challenge 2014 tells
us, the media exposure was positive. Even though we don’t know exactly what all the
numbers mean in value, we can probably assume that it gave som sort of return of investment.
To get more accurate measurement we need to do extended research. There is also need for
relevant benchmark suvh as newspaper ads and television broadcast exposure to mention
some. If the sport event gives more value than the alternatives, there is reason to claim that it
has been the right choice of communication platform.
A well developed co-branding strategy
A third key element is the bundling of Barcode and Barcode Challenge. It can be defined as a
co-branding of two low equity brands. Referring to the findings that co-branding augments
the brand image regardless of low or high brand equity, there are definitely a potential in the
growth of both brands. The sport event Barcode Challenge emerged as a tactically chosen
communication tool, with the purpose of supporting the place Barcode (but firstly
OperaKvarteret). It has a potential of growing as an individual sport event even if the co-
branding alliance with Barcode should end. Given the identical name associations, there will

be difficult, or maybe even impossible, to arrange the sports event concept any other places
than in the Barcode area.
the importance of involvement and experience
Participant based sports events are definitely a physical experience for those who compete.
Running up the stairs together with several hundred others are something that creates
memories and associations. And the feeling of reaching the top will hopefully give positive
associations. This kind of involvement is in the authors opinion a key element when using
sports event as a communication platform.
When we look at the way people in Barcode are being involved in the pre period before the
event, they will most likely be eager to help promoting the sport event. They can also be great
ambassadors for both the sport event and the destination. But it is necessary to be aware of
their strong role as walking and talking advertisements, and the fact that they can destroy as
much as they can help. So the importance of a positive communication with them cannot be
stressed enough.
The importance of using the event planning process
As mentioned in the literature review, there has been a greater focus on the objectives and
concept within the event planning process. Another key element is to determine the objectives
of the sports event. In other word to clearing out why the sports event is to be planned. With
that purpose-formulation it will be easier to implement it to the overall marketing
communication.
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Suggestions!&!Recommendations!!
Of course there would be easy to just throw out some recommendations on how the sport
event Barcode Challenge can make a positive impact on the destination Barcode. But those
recommendations must be based on research, findings and some adequate analysis. Even
though further research and investigation is needed to understand more of how sport events
actually can be the number one communication platform for destination branding, there are
some key aspects that can be highlighted in this paper. This research project has just scratched
the surface of a very interesting topic, but nevertheless there are some findings that definitely
would be of interest to investigate further in studies to come. I have tried to classify some
recommendations that could act as guidelines.
Even though that Barcode Challenge is in the development stage, evaluation of the 2014 run
shows that sport event has a potential of building a positive image, and furthermore to
establish itself as a sports brand (Appendix). In 2014 Barcode Challenge supported the
marketing object, namely OperaKvarteret. The profile of the sport event gives a liable
impression and associations to OperaKvarteret. In that way the visual profile is positive when
it comes to brand the marketing object.
• The recommendation for the particular case of Barcode Challenge would be to
integrate it in the overall branding strategy. The destination could also build an event
portfolio to secure that even other events supports the overall marketing goals.
When we look into the economical part of the event, it is clearly that the investment for the
main stakeholder OSU is significant. Findings show that they do get a lot of awareness back
when it comes to visibility on social media and digital channels such as NRK.no and DN.no.
This can absolutely stand up for the investment, and certainly give a good ROI (return of
investment) for “Oslo S Utvikling”. But the economical aspect should also consider that in
2015 an increase in the income could be possible due to more runners and better exposure.
Therefore the result for 2015 run has the potential of being better than 2014. Of course there
should be possible to charge a fee for the participants, and especially when we see how many
people that signed up. That shows us that it is a concept that is interesting for many people.
The sponsors that contributed with money should also be able to get more out of their
sponsorship, and by that maybe we can be able to agree on even larger sponsorship fee.

• A recommendation is to consider a participant fee. That should be an amount that
feels reasonable for the participants.
We saw in the analysis section that Barcode really has not been under any strategic branding
process. It seems somehow that this is going to change. Nevertheless we also saw that in order
to succeed with building a brand image, it is important to know what the identity is like today.
• Therefore further analysis must be undertaken in order to find the identity that
Barcode has today.
The involvement of people in the event was also something that was highlighted in the
findings and analysis (Eshuis, Klijn and Braun 2014).
• The recommendation from this is that the sport event should build upon experience-
based events where people are involved contributors rather than just viewers. The
sports events must involve people – they are the one that creates and developed the
brand.
Additional research is necessary to gain more deep going knowledge about this topic area.
But to wrap up and conclude this specific project, the main conclusion is that this topic has
great potential. And that every marketer with respect for development and implementation of
new communication platforms should be aware of sport event marketing as a powerful tool.
But it should be done from an overall perspective, and be sure the sport event fits the
marketing objective.

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!

Appendix!
Evaluation of Barcode Challenge 2014
Barcode Challenge 2014
• 8.mai ble det aller første eventet i konseptet Barcode Challenge arrangert. Trappeløpet
ble gjennomført med 270 påmeldte løpere i alle kategorier. Et urbant, energifyllt og
engasjerende deltagerbasert event som skapte action og liv i OperaKvarteret.
• Vi ønsker å sette avtrykk hos vår målgruppe gjennom engasjement og involvering.
Barcode Challenge skal bygge positivitet, tillit og relasjoner mellom produktet
OperaKvarteret og brukerne.
• Et sterkt ønske om å utvikle en levende bydel med engasjerte mennesker.
• En utvikling fra trykte medier til online media har medført at OperaKvarteret også
lever og interagerer med sitt publikum på sosiale medier - som Facebook og
Instagram. Barcode Challenge i form av et event øker dette engasjement og finner nye
målgrupper.
o En som kommer og springer, kanskje kjøper leilighet?
• For å jobbe videre med nøkkelordene involvering, engasjement og underholdning er
Barcode Challenge et eventkonsept som skal ivareta denne delen av
markedsføringsmiksen.
Slik gjorde vi det:
Samarbeidspartnere/sponsorer som var involverte i Trappeløpet:
• OSU, Elixia Bjørvika, Braathen Eiendom, Lemon, Dark Arkitekter, Røisland&Co,
Tjalve, PWC, DNB, OperaKvarteret, Via Scandinavia, Ithaca Petroleum Norge,
Serranos, Klinikk for Alle, Naprapatlandslaget.
• Gjennom en tydelig kommunikasjon på sosiale medier fikk vi synliggjort
OperaKvarteret gjennom spredning utført av deltagere.

• Promotering
o Flyers
o Nettside
o Plakater
o Personlig promotering av PT:er fra Elixia Bjørvika
o Facebookside og Facebookannonser
• Produkter
o Visuell profil – logo
o Web-side med registreringsskjema
o Facebook-arrangement
o T-shirt
o Medievegg
• Gjennomføring
o Gjennom å skape et område der spenningen og forventningene lå i luften fikk
vi den rette følelsen for løperne. Vi valgte å skape et kompakt og innholdsrikt
område – så at alle til enhver tid var nære sentrum av eventet - startområdet.
o På plass var
 Tjalve – tidtakning
 Elixia Bjørvika – 20 personer
 Petter Furuseth – Prosjektleder for eventet – OSU/Lemon
 Kajsa Flodin – Lemon
Barcode Challenge er med på å skape innhold i OperaKvarteret. Innhold skaper engasjement
og relasjoner. Man skal vite at det skjer noe i OperaKvarteret.
• Synlighet
o Operakvarteret.no
o Barcodechallenge.no
o Facebook - OperaKvarteret + trappeløpet arrangement
o Instagram - #barcodechallenge #operakvarteret
o Radio Buskerud
o NRK.no – artikler + tv-reportasje
o NRK Østlandssendingen – 1.09 min to ganger 8.mai
o DN.no/aktiv – før og etter artikkel
o Pressemeldinger Oslo-aviser og mediehus, TV, Radio
o Intern kommunikasjon bedrifter i OperaKvarteret
123 - # - like - spredning
• www.barcodechallenge.no
o 267 påmeldte deltagere

o 3 mailutsendelser fra barcodechallenge-adressen
• Facebook
o FB ”operakvarteret” : i dagene før, under og etter eventet var det en markant
økning av ”innlegg av andre personer” + antall innsjekkinger. Fig. 1
o I dagene før, under og etter eventet var det en markant økning i den organiske
rekkevidden, dvs. ikke-betalt rekkevidde. Fig.2
• Film
o Filmen om Barcode Challenge - Trappeløpet
•
fig.2