Xurxo Lorenzo Portfolio (EN)

Nº 01

Selected Work 2020 - 2023

Xurxo

Lorenzo

Alonso Partnerships & branding portfolio

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Presented by Xurxo Lorenzo Alonso

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Book of

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Personal information

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Curriculum vitae

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Projects

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O Marisquiño

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Family Day x OM

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TikTok x OM

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Festival de Cans

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Professional work

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Go Pro

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Budweiser

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Red Bull

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Arnette

Contents

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Personal information

Xurxo Lorenzo Alonso

Contact information:

About me: I am a person used to working in a team, responsible and

(+34) 666 843 293

with a great capacity to adapt to provide solutions to problems quickly and efficiently.

xurxolorenzo68@gmail.com

linkedin.com/in/xurxolorenzo

During the last years I have worked in different activities in the organization of events and corporate communication, occupying different positions of responsibility among which are: head of partnerships, partnerships and branding manager, production of parallel activities or director of institutional relations. All of this in different large-scale events such as sports, music, film and culture festivals in Spain.

During these years I have grown both personally and professionally thanks to the work and experiences that these projects have given me. A growth that is due in particular to the variety of opportunities that the world of partnership, branding and communication offers and that I would love to continue exploring.

Partnerships and Branding Portfolio Xurxo Lonenzo

Selected Work 2020 - 2023

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Curriculum Vitae

Academic background

Degree in protocol, corporate comm. & org. of events September 2018 - June 2023 / Universidad Rey Juan Carlos Higher Tech. in Audiovisual and Entertainment Production

September 2016 - June 2018 / Escuela Audiovisual de Vigo

Work experience

Head of partnerships and branding

October 2022 - Present / Festival O Marisquiño Partnerships and branding manager June 2021 - September 2022 / Festival O Marisquiño

Production coordinator of parallel activities May 2017 - May 2023/ Festival de Cans

Assitant project manager January 2022 - September 2022 / Col·lectiu Cultura

Production assistant March 2018 - June 2018 / Elemental Chefs

Languages

English Advanced Proficiency - TOEIC Chinese Basic Proficiency - HSK Galician Native Proficiency - CELGA

Complementary training

Digital marketing fundamentals Intermediate course | IAB Spain - Google Activate E-Commerce Intermediate course | IAB Spain - Google Activate Occupational risk prevention Basic course | Escuela Audiovisual de Vigo

Partnerships and Branding Portfolio Xurxo Lonenzo

Selected Work 2020 - 2023

Relationship building and development, creative strategies, branding and corporate communication

Selected

projects

O Marisquiño Family Day x OM TikTok x OM Festival de Cans

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O Marisquiño

O

Maris

quiño Partnerships and Branding Portfolio Xurxo Lonenzo

Selected Work 2020 - 2023

11

O Marisquiño

O Marisquiño is already the biggest Urban Culture and Action Sports event in Southern Europe. It is held in Vigo (Galicia,

230K users

+7M impacts

Spain) and has four Olympic disciplines among its activities:

during the 2023 edition

in digital environments

Skate (WCS), BMX (UCI), Breaking and Basket 3x3 (FIBA), as well as Dirt Jump (FMB Gold Event), where the best riders in the world come together.

+24M of economic return as a result of an investment of 1.6M

A free, open-air festival in the middle of August, in front of the sea, on the beach and in the city, which brings together more than ten sports competitions for three days, as well as various art, urban culture and entertainment events.

Partnerships and Branding Portfolio Xurxo Lonenzo

+75 countries +1,5K athletes of digital audience

participants in OM23

Selected Work 2020 - 2023

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Family Day x OM

maris The local component is, despite the international projection of O Marisquiño, one of the things that makes this event so special and different from others of a similar nature in Europe. Precisely following this core value, the Family Day project was born with the aim of creating the athlete of the future. An initiative that seeks to give visibility to the minority sports that are the main driving force of the event, bringing them closer to the youngest through workshops and masterclasses with athletes and professionals from the world of sport and urban culture.

DANNY LEÓN: From the Marisquiño to the Olympics and back to the Marisquiño time in 2007 at the age of 12. Today he has become one of the most important urban athletes in Europe and in the Tokyo 2020 Olympic Games he made his debut representing Spain, and then did not miss his annual appointment with O Marisquiño. More than 15 years competing in Vigo, his second home and delighting the public with his talent.

Partnerships and Branding Portfolio Xurxo Lonenzo

FAMILY DAY

The exemplary case of this commitment to young talent is that of Danny León, who was invited for the first

Selected Work 2020 - 2023

13

TikTok x OM

quiño The TikTok project at O Marisquiño is born in 2022 with a clear objective: to position the festival within the digital ecosystem, with its consequent expansion and gain of relevance within the general public. An

TIKTOK ACCOUNT

initiative that also combines with the creation at the festival of a space for content creators and that opens a door to this social network as a place of placement for partners.

+10M of reproductions the #omarisquino hashtag alone has accumulated more than 9.2M

+12.4M of potential audience through the presence of content creators

+37,000 hours of content consumption in just over a year

Digital content makes the news

The videos become relevant by themselves, achieving more impacts in the media.

Partnerships and Branding Portfolio Xurxo Lonenzo

Selected Work 2020 - 2023

Festival de Cans

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Festi val Cans Partnerships and Branding Portfolio Xurxo Lonenzo

Selected Work 2020 - 2023

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Festival de Cans

The Festival de Cans is a mixture that is not easy to define: a cultural event that pivots on cinema, like its "counterpart" in

+230 shorts

+5 countries

France, but which takes place in a totally different setting: the

competing in 2023

participants in 2023

rural and natural world of northern Spain.

The festival completely takes over the village of Cans, and everyday spaces lose their privacy: the church square

+15,000 attendees creating more than 150 jobs

becomes the centre of the festival, the central road becomes "Cans Voulevar", the park is transformed into a multi-purpose space, and in all spaces there is an intense and diverse programme of film and music.

Partnerships and Branding Portfolio Xurxo Lonenzo

+70.000 €

+11.000 €

investment

distributed as prizes

Selected Work 2020 - 2023

Sponsorship strategies, branding and digital communication, sponsorship production, supplier coordination

Selected

works

Go Pro

Budweiser

Red Bull

Arnette

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Go Pro

O M x

GO PRO M A I N O B J E C T I V E :

CONTENT OUR GOALS Brand prestige

Association with brand values

Technical material

THEIR GOALS Content generation

Access to top athletes

Brand impact on the Spanish market

HOW DO WE ACHIEVE SYNERGY? The main objective of this collaboration lay in the need to create quality content that was organic and also showed the versatility of Go Pro. The content also had to be relevant to attract the attention of users and be timeless. To this end, we reached an agreement where, in exchange for the technical material, O Marisquiño's communication team was in charge of creating the content, with the help of world-class athletes in their respective disciplines. An added value for the brand that has been a success for the festival, as Go Pro's values are now associated with it and the consequent international recognition and trust from users.

Partnerships and Branding Portfolio Xurxo Lonenzo

Selected Work 2020 - 2023

Go Pro

Partnerships and Branding Portfolio Xurxo Lonenzo

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Selected Work 2020 - 2023

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Budweiser

O M

x

B U D W E I S E R M A I N

O B J E C T I V E :

N E W T E R R I T O R I E S O U R

G O A L S

T H E I R

International relevance

Presence in the Spanish market

Differentiation at national level

H O W

D O

G O A L S

Exploiting new territories in the world of sport

W E

A C H I E V E

S Y N E R G Y ?

The central focus of this partnership was clearly the opening of new markets for both parties. In the case of Budweiser, its main interest was to gain relevance in the Spanish market, and at the same time to associate itself with the world of sport without having to enter into strong competition with the football market, which is already widely exploited by other beer brands in Spain. This is where O Marisquiño arises as a great opportunity to exploit other minority sports which, due to their spectacular component, are very appealing to the general public. A great opportunity for the festival as it means partnering with an internationally recognised brand in a year of special relevance for Budweiser as that same year it also sponsored one of the biggest sporting events on the planet, the men's football World Cup.

Partnerships and Branding Portfolio Xurxo Lonenzo

Selected Work 2020 - 2023

Budweiser

Partnerships and Branding Portfolio Xurxo Lonenzo

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Selected Work 2020 - 2023

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Red Bull

O M x

RED BULL M A I N O B J E C T I V E :

RELEVANCE OUR GOALS To be associated with the brand's values and prestige

Attendance of top athletes

Gain greater media exposure

THEIR GOALS Capitalise on a growing event

Advertising for branded athletes

Associating with the values of the festival

Branded content creation

HOW DO WE ACHIEVE SYNERGY? The relationship between O Marisquiño and Redbull has been built on a common goal: to gain relevance. On the one hand, Redbull wanted the festival to be an opportunity to capitalise on an event that has grown to become the most important of its kind in southern Europe, and therefore to publicise the athletes it sponsors and create very organic branded content. On the other hand, for O Marisquiño, the opportunity to work with a brand like Redbull has helped the festival to expand by associating with the brand that the general public associates with action sports, with the prestige and relevance that this entails. A partnership that has sometimes helped to show the Redbull brand as something national or even local in the Spanish market, and at the same time to position O Marisquiño in the media universe as an increasingly relevant event.

Partnerships and Branding Portfolio Xurxo Lonenzo

Selected Work 2020 - 2023

Red Bull

Partnerships and Branding Portfolio Xurxo Lonenzo

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Selected Work 2020 - 2023

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Arnette

O M x

ARNETTE M A I N O B J E C T I V E :

GROWTH

OUR GOALS

THEIR GOALS

Work on 360° aspects of the festival, starting with streetwear culture.

Partnering with a prestigious business group

Positioning as a streetwear brand

Capitalise on the Spanish market

Bring the brand closer to the mass market

HOW DO WE ACHIEVE SYNERGY? Arnette was one of the strategic partners of O Marisquiño that served to make the festival concept grow, building on a common goal for both parties: to reach new audiences. For the O Marisquiño brand, it was the perfect opportunity to occupy a space in the world of streetwear right at the beginning of the peak of this trend, and for the festival it meant a full incursion into this world that has a very important weight in urban culture. Precisely this collaboration was the first in the world of streetwear and has led O Marisquiño to establish partnerships with other increasingly important brands over the last few years, such as Dickies, Carhartt, Vans, or Aries Arise in the case of the last edition of the festival.

Partnerships and Branding Portfolio Xurxo Lonenzo

Selected Work 2020 - 2023

Arnette

Partnerships and Branding Portfolio Xurxo Lonenzo

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Selected Work 2020 - 2023

Thank you

Thank you for taking the time to value my work, if you want to know more please do not hesitate to contact me.

Partnerships and Branding Portfolio

Xurxo Lorenzo | Portfolio 2023 | N0. 01

Partnerships and Branding Portfolio

Xurxo Lorenzo Alonso