The Brand Story
Welcome The Gold Coast 2018 Commonwealth Games will be the largest sporting event Australia will see this decade and the biggest sporting spectacular the Gold Coast has ever seen. The first regional Australian city to ever host a Commonwealth Games, the Gold Coast will celebrate a great Games in a great city leaving great memories and great benefits for all. The city will shine on the world sporting stage and the promotional exposure for business, trade, investment, tourism and events will herald a new era in the region s growth and maturity. The Gold Coast 2018 Commonwealth Games brand issues an open invitation to participate and celebrate every aspect of the Games. This document presents the story that underpins the Gold Coast 2018 Commonwealth Games brand and its relevance to the Gold Coast and the Commonwealth Games. 2 Gold Coast 2018 Commonwealth Games The Brand Story 3
Vision, Mission & Objectives The Gold Coast 2018 Commonwealth Games brand values are underpinned by the vision, mission and objectives of the Gold Coast 2018 Commonwealth Games Corporation GOLDOC. With the vision, mission and objectives at the forefront of day-to-day operations, the Gold Coast 2018 Commonwealth Games brand will be brought to life. vision: To stage a great Games in a great city leaving great memories and great benefits for all. mission: To conduct an athlete focused Games with excellent competition in a fun and friendly environment with long lasting benefits for the Gold Coast, Queensland, Australia and the Commonwealth. objectives: To attract the best athletes to compete in a technically excellent, world class, fun and friendly Commonwealth Games. To launch the Commonwealth Games into a new decade with an inspiring, memorable and landmark event. To help our partners make the most of the opportunities presented by the Games. To engage and harness the enthusiasm of our communities. To contribute to economic growth by working with partners to promote Queensland tourism, trade and investment. To present the Games in a creative way that will encourage comprehensive and positive exposure and support. 4 Gold Coast 2018 Commonwealth Games The Brand Story 5
The three pillars The Gold Coast 2018 Commonwealth Games brand embraces three pillars: The Place, The Event and The Sport. The Place The Place is the Gold Coast, a dynamic destination where optimism and positivity are prevalent, where fun and excitement are at its core, where the spirit of freedom and independence runs deep, where a youthful, outdoorsy, friendly, welcoming nature is at its essence. The Event The Event represents the atmosphere, it represents witnessing heroes in action, it represents sharing memories and claiming bragging rights and it represents a coming together of a community and of the Commonwealth. The Sport The Sport is the pillar of exhilaration, of achievement, of heroes, of competition, camaraderie and inspiration. The Sport is the pillar of opportunity, to witness events not often seen. 6 Gold Coast 2018 Commonwealth Games The Brand Story 7
The Brand Pyramid WHAT WE DO Customer Benefits Pride in the Gold Coast Demonstration that the Gold Coast has come of age Opportunity to host other major events in the future Legacy of raised profile and improved infrastructure Attributes 6,500 athletes and officials; over 70 countries; 11 days;17 sports; television audience of over one billion; hundreds of thousands of spectators. First regional Australian city to host WHO WE ARE Brand Personality Positive (optimistic, enthusiastic) Energetic (vibrant, dynamic) Colourful (outgoing, spirited, a bit different) Fun (youthful, welcoming) Brand Values Opportunity (Possibility, potential, and outcomes) Community (Participation, engagement and sharing) Freedom (Independence, individuality) Humanity, Destiny, Equality (Commonwealth Games Values) WHAT WE PROMISE Celebrate an event and a place where anything is possible. WHO WE TARGET Customer Insight They see the Games as a coming-of-age opportunity for the Gold Coast. They see the Gold Coast as the best place on earth and love the idea of showing the world what it s really like. They see a perfect fit between the Gold Coast and the Commonwealth Games. Target Audience Gold Coast Community, Ticket Buyers, Viewers, Sponsors, Media, Athletes Category Definition Major (Sporting) Events 8 Gold Coast 2018 Commonwealth Games The Brand Story 9
VISION To stage a great Games in a great city, leaving great memories and great benefits for all What the Games stand for PERSONALITY Positive, Energetic, Colourful and Fun VALUES Opportunity, Community, Freedom, Humanity, Destiny and Equality WHERE ANYTHING IS POSSIBLE BRAND BEHAVIOUR An invitation to engage and take part Pride in the Gold Coast Demonstration that the Gold Coast has come of age OUTCOMES Opportunity to host other major events in the future Legacy of raised profile and improved infrastructure Celebrate an event and a place where anything is possible: A call to Celebrate is an invitation, reflecting the warm, welcoming personality of the Gold Coast and the nature of the event as a celebration. When all of the brand elements are combined a central theme emerges, a concise expression of what the Commonwealth Games stands for. For the Gold Coast 2018 Commonwealth Games it is an invitation to An event and a place elevates the place, the Gold Coast, to a central role in the positioning of the event. where anything is possible captures the optimism and positive energy of the Gold Coast and elevates the image of the Games. It defines the personality and tone of the event that will distinguish it from other Commonwealth Games. 10 Gold Coast 2018 Commonwealth Games The Brand Story 11
Bringing the Games to life At the heart of the Gold Coast 2018 Commonwealth Games are the people who bring the Games to life, who share them with the world, who strive to represent their country to the best of their abilities and who come to witness the spectacle. As diverse as these audiences are, they each come together and play a vital role in creating one of the largest sporting events in the world. ATHLETES GOLD COAST LOCALS SPONSORS SPECTATORS PARTNERS GOLD COAST 2018 COMMONWEALTH GAMES EMPLOYEES THE MEDIA VOLUNTEERS VIEWERS 12 Gold Coast 2018 Commonwealth Games The Brand Story 13
Bringing the Games to life The Gold Coast 2018 Commonwealth Games is an invitation to all to Celebrate an event and a place where anything is possible. Where Anything is Possible for Gold Coast Locals Show the world what the Gold Coast can do Show Australia and the world what the Gold Coast is really like Experience the buzz of the biggest celebration in Gold Coast history See sports they ve never seen live, performed at a world-class level Get up close to sporting heroes from around the world Share in the pride of this once-in-alifetime moment in Gold Coast history Where Anything is Possible for Volunteers High five a race winner as they cross the finish line Show visitors how friendly and welcoming the Gold Coast is Get in amongst it and play an important role in making the Games a success Rub shoulders with athletes and visitors from around the Commonwealth Proudly wear the volunteer s uniform Be an ambassador for everything the Games stands for 14 Gold Coast 2018 Commonwealth Games The Brand Story 15
Bringing the Games to life Where Anything is Possible for Athletes Relax on the beach and excel in the stadium Enjoy the camaraderie of elite athletes and elite athletes with a disability from around the Commonwealth, who are also friends Bask in the support of some of the most enthusiastic fans in the world Bring out your personal best in the ideal setting for training and competing Even the smallest countries in the Commonwealth will be on the world stage Focus on excellence at a Games where everything runs smoothly and there are great facilities, no hassles and no inconveniences Where Anything is Possible for Spectators Relive the magic of the 1982 Games Join visitors from over 70 countries Be part of history Enjoy the bragging rights of having been there in person Experience the atmosphere of an amazing celebration See their favourite sports performed at an elite level Be inspired by the level of sporting excellence on display Where Anything is Possible for the Media Tell great stories Capture moments of pure inspiration in an amazing setting Be a community megaphone expressing feelings of pride and accomplishment Help us get to know the cultures and people from our sister countries around the Commonwealth Show the Gold Coast at its best to thousands of visitors Create memories that will stay with the Australian and Commonwealth communities for generations Where Anything is Possible for Sponsors Connect with some of the most enthusiastic fans in the world Associate their brand with optimism, energy, youthfulness, opportunity and fun Be part of history Appear on the world stage Create lasting memories 16 Gold Coast 2018 Commonwealth Games The Brand Story 17
The Brand in Action All touch points surrounding the Gold Coast 2018 Commonwealth Games must epitomise the brand proposition, the values and personality. From ceremonies to lanyard design, from hospitality to speeches, from answering the phone to online platforms, writing style and every single point in between must be reflective of the brand. Core Proposition Celebrate an event and a place where anything is possible. Personality Checklist Positive (optimistic, enthusiastic) Energetic (vibrant, dynamic) Colourful (outgoing, spirited, a bit different) Fun (youthful, welcoming) Values Checklist Opportunity (possibility, potential, and outcomes) Community (participation, engagement and sharing) Freedom (independence, individuality) Humanity, Destiny, Equality (Commonwealth Games Values) 18 Gold Coast 2018 Commonwealth Games The Brand Story 19
The Brand Identity The emblem design embraces the three pillars the place, the event and the sport whilst also capturing the Gold Coast s unique personality positive, energetic, colourful and fun. Inspired by the iconic soaring skyline and stunning ocean side location, this graphic is bursting with youthful vibrance and energy, providing a fitting invitation for all to come and experience the joy of competing in such a wonderful place. The clear reference to such a unique landscape and location provides the perfect backdrop to promote the spirit of athletic endeavour. The design features a heroic burst of athletic energy, full of the dynamism of elite competition, yet open to the warmth and spirit so unique to the friendly games. Centred upon fluid representations of a gymnast, a hurdler and a swimmer, it reflects the depth of heritage and deep humanity of the Games as this young and vibrant city prepares to welcome all to its shores. It offers genuine promise and purpose as it invites all to come and chase their destiny through world s best competition in a totally unique and memorable destination. Queensland or Australia will be included at the base of the emblem to reflect the appropriate context and environment. 20 Gold Coast 2018 Commonwealth Games
Australia and the Commonwealth Games Australia has proudly competed at every Commonwealth Games since their inception in 1930. The first of five Australian Games was staged in Sydney in 1938 when the Gold Coast was just emerging as a sleepy, beachside holiday destination on Queensland s south eastern coast. As the Commonwealth Games has developed in stature as one of the world s greatest multi-sport events, the Gold Coast has also grown to host some of the nation s greatest sporting events and is home to many past and current Commonwealth Games champions. The Gold Coast 2018 Commonwealth Games will be more than three times larger than the Brisbane 1982 Commonwealth Games, an event that was deemed responsible for the Queensland capital s coming of age. In 2018, 6500 athletes and team officials, plus friends, family and visitors from all over the world will converge on the Gold Coast to enjoy 17 sports, four para-sports and a celebration of the event, the place and sport. One great event in a great place: 11 days of great sporting action, a decade of great opportunities and a lifetime of great memories. 22 Gold Coast 2018 Commonwealth Games The Brand Story 23
24 Gold Coast 2018 Commonwealth Games