Page 201 - World Under 18 Championships

IAAF W ORLD U18 REPORT

IAAF Branding, Look And Feel Signages

e LOC was to create, in close co-operation with Access Points
IAAF and their marketing agents DENTSU/AMS, an
offi cial emblem, an offi cial mascot, offi cial poster Scope:
and an “Event Look” for the event, which would be
subject to the fi nal approval of the IAAF and would • The stadium was divided into 12 zones, which
become “offi cial” upon such approval. were used in defi ning of the accreditation.
Such Event Marks would be created in strict ac- • Access points were defi ned
cordance with the IAAF’s instructions in regard to
branding, which instructions are subject to change Challenges:
KYEB
from time to time in accordance with the IAAF’s
• Defi ning the access point was done late
rebranding processes, and the IAAF Brand and Style
• A fl oor map of the stadium was required and this
Manual. The Official Emblem should incorporate
a local element that the LOC would create and
also was done late.
• Knowledge of the defi ned access point was not
design, and which must be approved by the IAAF
and DENTSU. All costs of creation will be borne by
well communicated.
the OM.
• Security had a challenge understanding the areas
despite the fact they were involved in defi ning the

Ambush Marketing
areas.
Recommendation:
Ambush Marketing” means any marketing or other
activity which intends to create an association with
the Event, but is undertaken or initiated by a party
• A detailed fl oor plan of the stadium to be com-
municated to the team early in advance
not authorized by the IAAF or DENTSU to promote
• A walk through to have knowledge of the areas
an association with the Event. Examples of Ambush
KENYA YEARBO0K
Marketing include:
to be carried out well in advance
• Access point to be labelled in advance, once it is
agreed by IAAF
• Use of the Event Marks, whether in connection with
products, services, advertising or otherwise
EDITORIAL BOARD
• Sale, sampling, display, promotion or distribution of Partners signages

products or promotional material at or near the Site
• Use or display of banners bearing any commercial Scope:
recognition at or near the Site
• Ticket promotions (where tickets are given away in • Our sponsors were entitled to assigned booths at
games or quizzes) the stadium.
• Mass distribution (particularly where such distribu- • Capacity of each booth is 250 seaters
tion is made free of charge) of commercially branded • VVIP and VIP areas were reserved for our special
items at or near the Site guests.
• Any marketing or promotional activities by a • All our commercial partners entrances were well
Commercial Affi liate not authorised by the IAAF, OM labelled to assist the partners to locate their booths
or DENTSU easily
• A booth was reserved for the Veteran Athletes
• Private companies bought booths e.g Bio Medica,
Ministry of ICT, Scanad, Protel Studios etc.

ACTIVITIES AND OCCURENCES DURING WORLD U18 CHAMPIONSHIPS | 201