The project was designed and implemented for Plzeňský Prazdroj, a.s., the Radegast brand.
SUMMARY OF PROJECT
The gold medals for the winners of each year of the Czech hockey Extraliga were collected together for the first time in the Czech Republic in the Radegast brewery. A total of 21 medals could be seen in Nošovice, including the championship gold of Olympian victors Martin Straka and Jiří Dopita, as well as other stars of Czech hockey.
The exhibit was launched with an opening in which the players that loaned the medals participated and it was accompanied by a video showing a montage of the most interesting moments from the Extraliga finals.
DESCRIPTION OF COMMUNICATION OPPORTUNITIES OR THE RISK THE PROJECT RESOLVED
A communication advantage was that this was the first exhibit of this type in history. At the same time each displayed medal featured the specific tale of the player who won it. The main risk was security. The medals are very valuable and thus the exhibit had to be very carefully secured.
EXPLANATION OF CHOSEN STRATEGIC APPROACH
Seeing that Radegast is a partner of the hockey Extraliga, the goal of the event was to reach the awareness of the partnership in the target group of hockey fans. The exhibit, organised directly in the brewery, led to the natural connection of the Extraliga and Radegast beer. Crest Communications Ostrava performed the design and complete implementation.
DESCRIPTION OF IMPLEMENTED PHASES AND PROJECT ACTIVITIES
The project was begun with a gala opening with the participation of the media and Extraliga players and directors. Due to its great success, in fact, the exhibit was actually extended.
SUMMARY OF RESULTS ACHIEVED WITH AN EMPHASIS ON THE PROJECT'S EFFECTS WITH REGARD TO BUSINESS, THE COMMERCIAL RESULTS AND CLIENT'S REPUTATION
The media provided a great deal of detailed information about the project. Czech Television included a report from the opening in its main sports news following the main news show. Reports on the event appeared in the sports columns on most of the important news servers. All of the Extraliga clubs and hockey servers also provided information about the exhibit. The impact reached several million impressions.
