WAN-IFRA XMA Cross Media Awards 2010
	Company: Novosti Rigionov LLC
	Project name: MINI FOOTBALL TOURNAMENT 2009
	General information about the publication
	"Sloboda" – is a multimedia enterprise based on the principles of citizen journalism. One edition has two media platforms: newspaper and WEB 2.0 RodGor.ru. 70% of subjects in each issue is offered by the readers themselves. We don't depend on authorities, political parties, someone's business or other group interests. "Sloboda" is the most popular and most read newspaper in Tula. "Sloboda" tells about the current events in the region of spread, has a positive focus and a wide scope of subjects: cultural life, economy, business, consumption, sports and etc.. The newspaper also helps people to communicate and navigate in our modern world. Circulation - 88.880 Contact us +7 (4872) 35-14-51. Email info@sloboda.tula.ru . Postal address: 300026, prospect Lenina, 116, Tula, Russia.
	Entry description
	Russian people are football fans. Thousands of citizens book gyms every week to play football with colleagues. As a rule, amateur teams are corporative. Why not to link it to the newspaper, arranging regional football tournament for the prize of the newspaper? This competition, which for the last 8 years became the tradition and firmly established in the area sport calendar, brought together 30 corporate teams in 2009.
	The basic idea of your cross-media local project
	The idea of the project – promotion of healthy lifestyle, creation of a platform for communication of football fans who work in companies and advertising organizations of newspapers and portals, holding public events of the regional scale to attract additional advertising budgets.
	Used media channels

	Newspaper		TV
	Online

	The implementation
	Project implementation – June-September. Applications are accepted from the team who has paid a game fee. Applications and rules for competition are published in the newspaper and on the portal. The information about each team and its participants is published in the separate article in the newspaper and on the portal. Active participants of the tournament have their own blog on the portal.
	Image(s)
	footballWEB.JPG  (204 KB)    footballWEB2.JPG  (215 KB)    NewspaperFINAL.jpg  (720 KB)    NewspaperStart.jpg  (1404 KB)
	Links
	www.myslo.ru
	Results of the local project implementation
	The project final- the public entertainment of the regional scale - took place on the basis of preparation of the football team at the federal level. There were so many participants that there was a row of expensive cars along the road to football fields, spread out over several kilometers! The photo report was being published on the portal. The results were summed up in the newspaper, video and photo report on the portal. And there was a report on the local TV. • Increase of the budget revenues of the edition (this action is profitable at the expense of the participation fees for each team) • Increase of the loyalty of the audience • Attraction of new corporate clients
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