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. The Brand Pyramid WHAT WE PROMISE Celebrate an event and a place where anything is possible. WHAT WE DO Customer Benefits Pride in the Gold Coast Demonstration that the Gold 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) Values Opportunity (Possibility, potential, and outcomes) Community (Participation, engagement and sharing) Freedom (Independence, individuality) Humanity, Destiny, Equality (Commonwealth Games Values)
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. The Brand Pyramid WHAT WE PROMISE Celebrate an event and a place where anything is possible. WHAT WE DO Customer Benefits Pride in the Gold Coast Demonstration that the Gold 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) Values Opportunity (Possibility, potential, and outcomes) Community (Participation, engagement and sharing) Freedom (Independence, individuality) Humanity, Destiny, Equality (Commonwealth Games Values)
The_Brand_Story.docx