Event Management Argumentative Essay Example

images are not well known by tourists, after the repackaging these places might become well-known places and attract tourist to visit, for example, The Formula 1 Grand Prix is race at night in Singapore, this create opportunity for Singapore to link the event to its other night time attractions, such as night club restaurants, by using this strategy Singapore has become an ‘Events and Entertainment Capital’ (Frost, 2011).

Reimagining is using events to create a totally new image for the destination, and attract people to enjoy the event visit the city; a good example for this option is the UFO town in USA (Frost, 2011). In this essay, these three strategy options will linked to the 2006 Melbourne Commonwealth Games, and analysis the application of these options to this event. The Commonwealth Games is an international sports event involving the Commonwealth of Nations (Preuss, 2007).

In terms of size and profile, Commonwealth Games are the third biggest event in the world that are only behind the Olympics and World Cup. The first Commonwealth Games were held in 1930 in Canada, 11 countries sent 400 athletes to take part in 6 sports and 59 events. Since then, the games have been held every four years except due to World War 2. The games was called ‘The British Empire Games’ at that time, in 1954 it changed to ‘British Empire and Commonwealth Games’, 1970 changed again to ‘British Commonwealth Games’, and in 1978 it become ‘The Commonwealth Games’ until now (Preuss, 2007).

The Commonwealth Games is holds by the Commonwealth Games Federation and it supported by Royal Britain. The Commonwealth Games Federation has the

spirits of humanity, equality and destiny, and those spirits shows on every decision the Federation makes. The vision of the Federation is ‘to promote a unique, friendly, world class Games and to develop sport for the benefit of the people, the nations and territories of the Commonwealth and thereby strengthen the Commonwealth’ (Preuss, 2007).

There are also many other stakeholders in the Commonwealth Games that includes, athletes, spectators, operators of businesses, medias, government and so on (Lockstone, 2008). This essay, the main discussion will focus on 2006 Commonwealth Games that was held in Melbourne. The responsibility for marketing and promoting the city during the Commonwealth Games period was undertaken by City of Melbourne, and visitor information services for Melbourne was also provided.

The aim for this promotion is to position the city in the minds of residents and visitors to Melbourne as the premier destination for shopping, dining, entertainment, events, leisure activities and fashion. A number of activities were undertaken to maximize the opportunity to promote the city to local and regional visitors, as well as visitors from interstate (Lockstone, 2008). The City of Melbourne was cooperated with Nine Network to generate exposure for the city. 0 minute TV series ‘That’s Melbourne’ was showed between February and March in 2006. A TV advertisement of the Lord Mayor and Livinia Nixon promoting the cultural activity in the Melbourne city was also runs in prime time (Wood, 2006). The Commonwealth Games was reinforced the image of the destination that means this event ‘project an already existing image of the destination, and allows this image to be reinforced or strengthened amongst potential travelers’ (Frost, 2011).