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Calcalist, Tel-Aviv (Yedioth Communication Press (2000) Ltd., Israel). |
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Project name |
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Promoting the TLV Marathon
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General Publication Info |
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Calcalist was founded with the vision of “connecting Israel to the economy,” to make the economy accessible and understandable both to business community and policy makers, and to those for whom the economy can be frightening and less understandable. At Calcalist we believe that everyone can and must be economists of sorts – we must understand the rules of the economic game, seek business opportunities, handle our finances intelligently, save money and invest wisely.
Calcalist General:
Calcalist was launched on February 18, 2008, and within a year it gained the leading position within Israel's financial news market. According to a TGI survey, Calcalist is Israel's leading financial newspaper and is recognized by 12.1% of the country's adult Jewish population, compared to competitors, which are recognized by 7.6% and 4.4% respectively of Jewish adults in Israel.
Calcalist has a wide range of readers that includes investment advisors, lawyers, accountants, bankers, private business people, CEOs and their deputies, and more. Calcalist is an independent newspaper delivered to subscribers' homes every morning, with a distribution of some 85,000 copies each day. In addition, Calcalist is widely distributed through arrangements with cafe chains, business launches, hotel lounges, airlines, etc.
The Calcalist web site launched in June 2008 and according to a TIM survey is now the leading financial web site in Israel. In a survey conducted on weekly exposure to Israeli web sites, Calcalist ranked sixteenth among all sites in Israel, compared to its competitors, which ranked eighteenth, and twenty-third. Calcalist is also the most viewed financial web site among individuals surfing the internet at work, ranking eleventh, while its competitors ranked twelfth and fourteenth.
Calcalist offers a number of options to connect to the economy: A daily newspaper, an in-depth weekend magazine, a web site, SMS news flashes, a newsletter service, WAP, applications on third generation devices (IPHONE, Android, OVI), management and business books through the Calcalist library, and conferences.
Calcalist Content:
Calcalist reports extensively and professionally on all business and economic matters in Israel and the world. Calcalist offers commentaries and analysis pieces, features, investigative reports, recommendations and tips, as well as diverse sections including news on the economy, capital markets, cars, marketing and advertising, consumer affairs, sports and leisure. Calcalist grants its readers professional tools, including its exclusive partnership with Standard and Poor's, the world's leading ratings company, TIME Magazine and more.
Calcalist Reader Profile:
•Calcalist is the most widely read financial newspaper among high income earners in Israel. Upwards of 207,000 of Calcalist readers are high income earners.
•Calcalist is popular among individuals with higher education, and 250,000 of its readership have advanced degrees.
•More than 40% of Calcalist readers hold management positions.
•More than half of Calcalist readers live in the Tel Aviv metropolitan area.
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Idea and Implementation of your special project |
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In 2010, we were approached to join the promotion campaign of the Tel Aviv Marathon. Tel Aviv, the central and most vibrant city in Israel, is one of the leading cities in the world and boasts a tradition of sports and mass lifestyle events, the marathon included.
Calcalist, the leading financial newspaper in Israel, is the natural platform for the communication of such an event and its promotion in all venues: the newspaper, site and social network.
In the last three years we are the sole media partner of the Tel Aviv marathon, and the activities around it - which have developed gradually every year - incorporate all the platforms of Calcalist. Our activities in the last three years have included the following:
2010
Editorial content :
About a month before the marathon, we published articles in the newspaper on a variety of related topics: sportive lifestyles, executives and business people who combine running in their lifestyle, sports clothes, follow-up on running groups, etc., thus creating a build-up towards the event. On the actual day of the marathon we aired a video report from the event itself.
Sales Promotion:
On the day of the event, we set up a Calcalist VIP area at the marathon site. Executives, high ranking business people and runners were invited to help themselves to food and beverages and massages after the long run. The area was the “hot spot” to be in. Sports and business mingling.
2011
Editorial content:
We continued to create contents promoting the marathon in the newspaper and Calcalist site. About a month before the marathon we published articles in the newspaper on a variety of related topics: sportive lifestyles, we followed running groups in work places, accompanied executives and business people who combine running in their lifestyle, compared sports clothes and displayed the marathon map with recommendations for recreational and amusement activities along the route. We thus enabled the non-running audience to participate in the party.
Sales Promotion:
Following its success, we set up the Calcalist VIP area in 2011 as well. Executives, high ranking business people and runners were invited to help themselves to food and beverages and massages after the long run. The combination of business and pleasure continued.
Facebook:
Once the marathon ended, we began our summarizing activity: we joined forces with the production firm of the marathon and its main sponsor – Gillette, and we posted pictures of the runners from all heats and their running times on a designated mini-site. The pictures were taken with a special technology during the actual run. We also opened on Facebook an application of content sharing and called upon all runners to post their photos from the run and start accumulating 'likes".
The first 3 winners with the largest number of likes received the grand prize: an airplane ticket and participation in the Berlin marathon, courtesy of Adidas.
2012
Editorial content:
This year, the marathon was branded as a non-stop party, and we joined in. Together with the local Tel Aviv FM 102 radio station, we aired the best marathon songs parade of all times.
42 songs (one for every kilometer) were submitted to Calcalist Facebook friends for review. 21 of them were selected by senior executives who are active runner.
Facebook:
With the help of a firm specializing in Facebook apps, we developed an application of surfers’ contents and posted these 42 songs. Calcalist friends could listen to the songs on the Tel Aviv Radio site and vote their ultimate running song through the application.
Sales Promotion:
The VIP area, which has become a tradition, continued to attract runners, visitors and numerous sponsors in 2012, and as in previous years, was the “hot spot” of the entire activity zone
At the end of the competition, the 20 finalists were aired on Tel Aviv Radio in a special parade on the eve of the marathon.
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Project results and results monitoring |
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•In 2011, following the marathon activity on Facebook we grew by more than 6,000 new friends!
•For 3 years in a row we are the sole media partner of the Tel Aviv marathon.
•The number of participants in the marathon has grown gradually every year.
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Additional comments |
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The activity was communicated in all venues of Calcalist: daily newspaper ads, site banners, direct mail marketing to Calcalist customers and permanent posts on Calcalist Facebook page.
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LINKS |
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http://my.calcalist.co.il/long/content/staticfiles ...
http://my.calcalist.co.il/long/content/staticfiles ...
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General contact and feedback address:
Ms. Raquel Meikle
Programme Manager Events
WAN-IFRA
Darmstadt, Germany
Phone: +49-6151-733.927
E-Mail: raquel.meikle@wan-ifra.org
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