Plan de las comunicaciones del marketing para difundir el legado de los Juegos Panamericanos Lima 2019 en la ciudad de Lima.
Date
2019-10-03
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
Lima 2019, es la XVIII edición de los Juegos Panamericanos organizados por
la Organización Deportiva Panamericana (ODEPA) y constituye el evento deportivo de
mayor relevancia realizado en el Perú. Su relevancia no se limita al tiempo en el que el
evento tiene lugar, sino que trasciende a través de su legado social y de infraestructura
que deja en el país anfitrión. Ello se debe a que la ODEPA establece que la realización
de Juegos Panamericanos tiene un fin social, el cual consiste en la promoción de los
valores y beneficios que la práctica del deporte genera.
En ese sentido el presente Plan Estratégico, se enfoca en la difusión de
mensajes que pongan en evidencia el legado social que el deporte promueve; siendo el
evento Lima 2019, un catalizador para la difusión de dicho mensaje.
Si bien el legado social y de infraestructura transciende a la realización del
evento, el presente Plan Estratégico se limita, pero no se registre a la gestión de tácticas
dentro de la gestión del comité organizador de Lima 2019, la cual tendrá actividad hasta
diciembre del año 2019.
The performance of the Pan American Games Lima 2019, is a great opportunity for Peru, not only to allow it to be part of a major sporting event, but also to show all the benefits that the destination can offer in terms of tourism, gastronomy and culture. In the same way, the main objective seeks to generate a legacy for the local population and demonstrate what Lima 2019 represents in terms of the progress of the sport, knowledge of it and the values that these transmit to Peruvian society. The present marketing and communications plan develops the suggested strategies to achieve the success of the sporting event in the country. During chapters IV and V, the guidelines considered in the objectives, strategies and tactics used to generate effective communication in the segmented groups will be presented. In addition, it should be noted that it has been considered a social purpose, which is why an immediate return on investment is not sought, but if it manages to correctly disseminate the realization of the event and ensure the attendance of the Lima public to leave a legacy in the country that have an impact on future generations. Finally, certain proposals focused on advertising, content and media, for which strategies to encourage assistance to Lima 2019, should be disseminated.
The performance of the Pan American Games Lima 2019, is a great opportunity for Peru, not only to allow it to be part of a major sporting event, but also to show all the benefits that the destination can offer in terms of tourism, gastronomy and culture. In the same way, the main objective seeks to generate a legacy for the local population and demonstrate what Lima 2019 represents in terms of the progress of the sport, knowledge of it and the values that these transmit to Peruvian society. The present marketing and communications plan develops the suggested strategies to achieve the success of the sporting event in the country. During chapters IV and V, the guidelines considered in the objectives, strategies and tactics used to generate effective communication in the segmented groups will be presented. In addition, it should be noted that it has been considered a social purpose, which is why an immediate return on investment is not sought, but if it manages to correctly disseminate the realization of the event and ensure the attendance of the Lima public to leave a legacy in the country that have an impact on future generations. Finally, certain proposals focused on advertising, content and media, for which strategies to encourage assistance to Lima 2019, should be disseminated.
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Keywords
Deportes--Perú, Planificación estratégica
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