Case Studies

Poland-Ukraine 2012

The brief

The joint Bidding Committee created by the Football Associations of Poland and Ukraine was formed in order to bid for the rights to host the UEFA EURO 2012TM Championships. The bidding committee engaged TSE Consulting to assist them with the development of the strategy for the bid and to develop and implement a communications programme and media campaign on their behalf.
Our response

The joint bid of Poland and Ukraine was competing against a bid from Italy and a joint bid from Hungary and Croatia to host Europe's largest sporting event, the UEFA Euro 2012TM. Although the decision making body for these bids was small (the 13 members of the UEFA Executive Committee) it was crucial that the competitive strategy of the Ukraine/Poland bid was clearly identified and then clearly communicated to the members of the ExCo and to their influencers.

Working together with the Bid Director and his team, TSE utilised a series of workshops to develop a strategy that differentiated the Poland and Ukraine bid from its competitors and created a series of key messages which could be utilised to emphasise this. With Italy as the strong favourite (with a single country bid and an infrastructure that it was impossible to compete with) it was necessary to find messages that could be communicated to the decision makers that positioned the Poland and Ukraine bid as the obvious alternative choice.

The key message that was agreed upon was "EURO 2012 in Poland and Ukraine - the choice to make a big difference". The choice to make a big difference for UEFA, for football in Poland and Ukraine and for the EURO itself.

TSE developed a highly targeted communications plan, involving a series of personal letters, a hard hitting brochure and a carefully designed and executed European media campaign to communicate these key messages. TSE then created the structure of the final presentation and worked together with the bid presentation team in Cardiff to ensure that the key messages of the campaign were delivered in the most impactful way to the voting members.

The presentation team was led by the State Presidents of the two countries (Viktor Yushchenko and Lech Kaczynski) and the rights to host the UEFA EURO 2012 were awarded to Poland and Ukraine following the first round of voting by a margin of 8 votes to 4 for Italy and 0 for Hungary and Croatia.

From the Client

“TSE was instrumental in the development of our communication strategy and did a great job spreading our message to key audiences, leading us to a fantastic victory.”

Dirck Smits Van Oyen General Manager of the Bid, UEFA EURO 2012

Office Location

Address: Rue du Petit-Chêne 38, 1003, Lausanne Switzerland

Phone: +41 21 313 23 00

Email: info@b-m-sport.com

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