In the two cities that will host the tournament, preparations are well under way to welcome the participants of this, the 10th anniversary Gazprom Neft Cup. In Omsk and in Sochi, where the West Group will be playing for the first time, large-scale advertising campaigns are in progress: announcements about the tournament dates and arenas and how to get tickets are being broadcast on television and radio, placed in print media and online publications, and seen on major outdoor billboards. The campaign will help attract more attention to the competition and generate a great atmosphere in the stands of the ice arenas, a real ice hockey feast for the anniversary Gazprom Neft Cup.
One of the tournament’s most famous advertising sites in Sochi is the flag group located at the city railway terminal, which is included in the UNESCO Red Book as an important architectural site in southern Russia. Special stickers have also been placed on one of the most famous vehicles of Sochi’s transportation network — the modern ‘Lastochka’ electric trains, which take tourists to Krasnaya Polyana and to the regional capital Krasnodar.
Sochi and Omsk airports have also been decorated in tournament colours, and lightboxes have been installed in the baggage reclamation areas. On the roads, supersites attracting attention and informing about the competitions have been placed.
The campaign includes traditional advertising as well. In the most heavily populated areas, at public transportation stops, and in cultural institutions, the campaign has posted city-format advertising and posters. Some of the advertising space on the streets has been offered by the city administrations, confirming the important status of the Gazprom Neft Cup as a unique social event in children’s sport.
The ice arenas which will host the group stage games, opening games, and the tournament Super Final will also be decorated for the Gazprom Neft Cup. Banners will adorn the facades of the Omsk Arena, and the Bolshoi and Iceberg sports arenas. And, of course, competition guests will be greeted by the familiar mascot, the snow-white bear!
“The capital of the 2014 Olympic Games has not been deprived of attention from big sporting and cultural events. But, we’re sure, the bright and large-scale advertising campaign will bring in spectators to the stands at Sochi’s Olympic arenas. In turn, Omsk is a traditional venue, where competitions are seen as family entertainment. And we want to create a festive atmosphere in the city even before the first goal has been scored! Especially since in 2016 the tournament will celebrate its 10th anniversary,” said Yulia Dubrovina, head of Marketing Communications at JSC Gazprom Neft.