The World Equestrian Games were the 2nd most attended 2014 sporting event after the Soccer World Cup. The competition, which is held every four years, took place in Normandy from August 23rd to September 7th.
70 countries and over 2,000 riders & horses competed in 8 equestrian disciplines recognised by the International Federation for Equestrian Sports (FEI). 200,000 visitors were expected on the Games Village and 565,000 spectators attended the competition.
CPM France was appointed for the administrative, financial and operational management of the Games Village exhibitors, as well as additional products and services aimed at specific accredited participants. The mission required to despatch field marketing teams in three venues: le Haras national du Pin, Sartilly in the Bay of Mont Saint-Michel and the main venue, Caen’s Exhibition Centre, which Games Village welcomed around 300 exhibitors during 15 days.
Given the scope of the event, a 6-month preparation period was necessary to the field marketing teams at CPM France.
Training and expertise: our teams underwent thorough training on various international sporting event procedures, from daily management to extraordinary circumstances (attacks, storms, etc.)
General Commissioner Coordination: Standing for the Games Village headquarters, the General Commissioner was in charge of managing the 300 exhibitors’ requests, as well as the teams of auditors. The auditors’ role was essential. They welcomed and supported the exhibitors and went overboard to meet their requests: during the 3-day set-up period in the three venues – with le Haras national du Pin being very difficult to access – CPM France’s team was efficient and capable to cover unforeseen circumstances.
Digital support: CPM France created a website dedicated to exhibitors to enable them to order their equipment in preparation for the event. This platform was synchronised with the auditors’ tablet to enable them to check the exhibitors’ order status when they visited their stand for the first time.