Event Branding: Case Study on Bangsaen 21 Running Event

Abstract

The objectives of the research “Event Branding: Case Study on Bangsaen 21 Running Event” were to study about the method of creating or branding the Bangsaen 21 Running Event and also to explore the impacts of public relation media tools on the branding of this event. This study was a qualitative research utilizing data collection from the following sources: 1) related documents, 2) in-depth interviews of involved event promoters, and 3) observation and Interview of sample participating runners and audiences.

The findings of this research revealed that Bangsaen 21 Running Event had 3 steps of branding process: 1) brand strategy analyses of the target groups and the competitors from the work experience of Mr. Rut Jiroajvanichakorn and his running team, 2) identity creation under the theme “the happiest running event”, the idea of which was developed from the previous theme “THE FINEST RUNNING EVENT EVER”, by presenting the values of the brand to enjoy “Beach running vibe, sight-seeing of the monkeys, and the most enjoyable half marathon of Bangsaen 21 Running Event” and “the world-class standard running event in Thailand”, and 3) marketing positioning of “the running event with hi-end services” aiming to create the most happiness to all attending runners through the event activities and public relation media tools. There were several important media tools used in this event: 1) personal media, 2) newspaper, 3) television, 4) specialized media such as press release activity, expo activity, posters, water glasses and souvenirs, and 5) newly applied media such as Facebook (account name : Bangsaen21), Website: https://www.bangsaen21.com, YouTube, LINE application, SMS and E-mail.