WORKSHOP EU #1 2020 Dakar Rally DAK20 l Workshop EU #1 ORGANIZATION – ORGANIZATION CHART David CASTERA Dakar Director DAKAR MEDIA DEPT COMMERCIAL DEPT DIRECTION Laurent LACHAUX Director Cédric RAMPELBERG Thomas CERF-MAYER TV rights Event Coordinator Manager - Florent GARRIGOUX Guillaume KLESZCZ Vice Director TV production Charles CUYPERS Competitors Relations SPONSORS Yannick AMRAM Alejandro DE GOYCOECHEA Robin CASSUTO Digital rights Sponsors Sales Country Relationship - Laura MOISSONNIER HOSPITALITY - LICENCE Community Manager Thibault BRACAMONTE Charlotte TOCANNE Raphael RETAILLEAU Hospitality Sales Sponsors Relation Licensing - Thida VUILLAUME Viviana AGUDELO 2 Press Relations Hospitality Services 1 SAUDI ARABIA DAK20 l Workshop EU #1 SAUDI ARABIA – KEY FACTS - Population • Female 43% - males 57% • 65% are under 26 y.o. - Life level • Average salary 5 600 USD - minimum wage is 1 100 USD • Average 30- 40 % of population with English spoken and written. Large cities are higher - Sport • Participation increased from 13% to 23% due to recent initiatives by GSA. Expected growth under vision 2030 is to reach 40% engagement. • Clubs and gyms are widely available in big cities • Sport mediatisation: Football is ranked at #1 with a significant gap compared to #2 which is motorsports, basketball, boxing, tennis, wrestling, running - Auto/Moto equipment: around 500 cars are sold yearly, Toyota, Hundai, Nissan, Kia, Isuzu 4 Source: GSA DAK20 l Workshop EU #1 SAUDI ARABIA – INTERNATIONAL EVENTS ORGANIZATION December 2018 Saudia Ad Diriyah E- March 2019 Prix Cirque Eloize November 2019 RIYADH DAMMAN & RIYADH Red Bull Air Race March 2019 DAMMAN April 2018 FISE Leonardo da Vinci exhibition JEDDAH ITHRA May 2019 September 2018 March 2019 WWE WBSS super-middleweight ULM F1H20 World JEDDAH final Championship JEDDAH DAMMAN March 2019 March 2019 Colour Run Saudi Bike Show KHOBAR DAMMAN 5 2 DAKAR NEWS DAK20 l Workshop EU #1 DAKAR NEWS* EUROPEAN DEPARTURE - Location: Marseille or Toulouse to be confirmed – Departure in December (7-days boat trip) - Operations: Technical Scrutineerings + official stickers set-up KSA ROADSHOW - Dakar teaser roadshow organized by / in the Kingdom of Saudi Arabia GREAT START - 2-3-4 January • Scrutineerings: 2 PM to 4 mid-day • Dakar Village with closed park • Start Podium: 4 PM - Animation Podium = Protocolary Podium 7 ASO intentions - to be confirmed DAK20 l Workshop EU #1 DAKAR NEWS RACE - Collaboration with the Moto and Auto Federations - 2 marathon stages - Rest Day: January 11 in Riyadh - Dakar Experience : abandoning for mechanical reasons, competitors (except for Elite) will have 1 joker the 1st week, 1 joker the 2nd week to pursue the race the next day after repairs in the bivouac - Confidentiality: colored Roadbok handed-over in the morning - Conviviality: central area with catering, competitors zone, Dakar Service Center and a service area (massage, lounge bar, roadbook workshop, tires transport, concert, cooking lessons…) ➢Brand visibility opportunity through services - Starification: interview at the bivouac arrival time control and ceremonies in the bivouacs around the competitors’ briefing ➢Brand visibility opportunity through activations 8 DAK20 l Workshop EU #1 DAKAR NEWS SPECTATORS ZONE Secured waypoints for the public on each stages 2021 DAKAR ACADEMY Driving school in Saudi Arabia 9 3 TRAVELS & HOSPITALILTY DAK20 l Workshop EU #1 TRAVELS Neom Al Wajh Tabuk DREAM. DARE. LIVE IT. Nature, Sport and Culture Hail ➢ Mixed trip between sponsors possible Dariya Riyadh REST DAY Mosque of Medina TRAVEL LOGISTICS - International flights: daily from Europe Al Hassa Oasis - Accommodation: 4* + 5* preferred - Visa process Jeddah Mastorah Dunes 11 START Great Mosque of Mecca DAK20 l Workshop EU #1 HOSPITALITY PROGRAMS PODIUMS RACE SCRUTINEERINGS Opening dates to be defined Departure / Arrival (1-2 dates the 1st week + 1-2 dates the 2nd week + Rest Day) Visits in Europe View of the vehicles Assistance and Organization + + area tours Saudi Arabia Entertainment (animations, + speaker, videos…) way points* BRAND PRESENCE Podium: quizz, virtual reality, chef… Bivouac: quiz, test-drive (on rest day), barman, bivouac tuk-tuk, brand speech… 12 * On offer as well 4 DIGITAL DAK20 l Workshop EU #1 DIGITAL KEY FACTS KSA, the most active country in the region on social media • Millennials are the majority of users in KSA, so are males. • Snapchats users represent 10% of the international accounts. • The biggest platform remains Youtube, for the 3rd year on a row, as the consumption of digital products by the KSA is mainly through Videos (seen entirely for their majority). • 8M of the users of social platforms do it via a mobile. In general, more users owns iPhones. • YouTube also has the highest ratio “Ad click/Post” of the region. For example on FB, the users are likely to click on 6 ads/month while they would only do 2 post/month • KSA had the highest number of active Twitter users in the MENA region. • KSA’s is one of the most active countries in the region on Instagram. • Automotive in the Mena region represented in 2018 around 20M interaction (around 60 000/d) emanating mainly from UAE, then KSA being the most active countries being the 4th main trend behind Tech/ Fashion/ General Media • The majority of Saudi users prefer to publish their content in Arabic as opposed to UAE & Egypt who publish mostly in English. 14 Source: ITP Media/ Twitter/ Facebook Group / globalmediainsight DAK20 l Workshop EU #1 DIGITAL ACTIVATIONS Video/ Social Network • PRE / DURING / POST MENA region YouTube billboarding • PRE / DURING / POST Geo-localized Twitter billboarding (pre-roll & post-roll) + dedicated hashtag • PRE / DURING / POST Sponsored Swipe-up Insta Story with call to action • PRE / DURING / POST Dakar Fun Tutorial Videos (cross brand activation) Gaming • DURING Fantasy Game (cross-brand activation with a presenting main partner) – see activation on the 2018 Tour de France • DURING Race Center • PRE / DURING E-sport Dakar League 2020 Online Competition + Finals Live (during the event) Miscellanious • DURING Interview of the day (thematized) • DURING Split Landing Page (in alternance) • Others… 15 5 ORGANIZATION DAK20 l Workshop EU #1 ORGANIZATION – PROCESSES - All communications in English - Sponsors’ Handbook on www.dakar.com 17 DAK20 l Workshop EU #1 ORGANIZATION – CALENDAR May 15 November Dakar Tour Paris Press Conference + FRANCE Registrations Opening + April-May (TBD) European Departure Merzoua Rally MORROCCO June 1 Dakar Tour Buenos Aires 5-17 January DAKAR 2019 RALLY 2020 2020 2-3-4 January Scrutineering May 23 December + Dakar Tour Varsaw Press Conference Dakar Village SAUDI ARABIA July 15 May-June Selection motos Reconnaissance Trip 18 Xxxxx Sponsors Xxxxx Competitors Charlotte TOCANNE – Sponsors Relation [email protected] +33 6 79 52 18 79.