Entity: Tri-Dubai Professional Triathlon Team
Campaign Message: Visit Dubai (Try Dubai) and discover the urban paradise of the Middle East
In late 2004 the Human Interest Group conceptualized the first professional long distance triathlon super-team concept as a marketing vehicle for the business center of the Middle East, the emirate of Dubai. In direct co-operation with His Highness Sheikh Mohammed bin Rashid al Maktoum, the Ruler of Dubai and Prime Minister of The United Arab Emirates, HIG carefully selected 10 world-class athletes to promote the city of Dubai through excellence in competition and influential personalities; a mix of the top men and women from 6 different countries all brought together to make the city of Dubai a household name within one of the fastest growing sports in the world,triathlon and especially, the iconic brand of Ironman Triathlon. The phenomenal cult-like following of Ironman triathletes live out their dreams through 29 major triathlon events spread throughout the globes major continent with the final meetings in the United States for the nationally televised World Championships. For the past two years, the Tri-Dubai team has traveled the globe dominating the Ironman circuit as well as many other shorter distance triathlon events in major cities.
In addition to competing at races, the sponsorship with Dubai had several other inter-dependent pieces within the campaign. The Human Interest Group implemented a humanitarian angle into the team marketing plan with the Tri-Dubai partner charity program. This program shared the teams success at races by giving in-kind donations and financial resources to selected charities in the local race markets. The teams high-profile athlete assets were often shown in the media meeting benefactors of the partner charity program before and after races. In addition, the team visited Dubai and put on a training camp for the local clubs and national teams. The well publicized all-star team funded by the Ruler of Dubai made headline news in nearly every one of its annual 40 + races per year and the fan base grew beyond our expectations. The Tri-Dubai brand left championship footprints at the highest profile races of the season, including first,second and third place finishes at the 2006 Ironman World Championship, and then 45 days later took first, second, and fourth place at the Ironman 70.3 World Championship.
The team and the Dubai brand cemented its place in triathlon and endurance sports history after the documented success the past two years. The team model broke a new mold in ROI for companies wishing to invest in delivering their message to the highly sought out demographic of those participants triathlon.
Unfortunately, the team learned late in 2006 that the sponsor was going to reallocate its funding to local Dubai sports programs, despite a tremendously successful relationship with the team and The Human Interest Group, Inc.
SEE PHOTO GALLERY FROM THE 2006 TEAM
