31st May 2018Brand ProtectionHologramRetail

Hague Australia & Commonwealth Games

On 4-15 April 2018 history was made on the Gold Coast, Australia.

The Gold Coast 2018 Commonwealth Games (GC2018) welcomed more than 6,600 athletes and team officials from 71 Commonwealth nations and territories to the Gold Coast and event cities Brisbane, Cairns and Townsville, who shared in the celebration of sport, entertainment and culture.

The largest sporting event to be staged in Australia this decade, GC2018 featured the largest integrated sports program in Commonwealth Games history, comprising 18 sports and seven para-sports.

Beach Volleyball, Para Triathlon and Women’s Rugby Sevens made their Commonwealth Games debuts and for the first time at a Commonwealth Games, an equal number of men’s and women’s medal events will be contested.

The Gold Coast 2018 Commonwealth Games Corporation (GOLDOC) was established in January 2012. Working with Government and our Games Delivery Partners, GOLDOC’s role is to plan, organise and deliver a great Games in 2018.

 

 

Additionally, to arranging the sporting events, GOLDOC also wanted to ensure that any sporting or event memorabilia sold was genuine.  In past events, fraudulent merchandise was a big issue and GOLDOC wanted to ensure it didn’t happen this time.

In January 2016, GOLDOC and the event merchandise partner Matevents engaged Hague Australia to provide a bespoke hologram label that was to be used on all retail and sporting merchandise.

The hologram label was designed to consider the unique features of the Gold Coast skyline and whilst the design was important, the label also served as a deterrent to manufacturers of fraudulent merchandise.  The hologram label incorporated eight security features one of which was a unique audit number.  Having the audit number allowed Hague Australia, GOLDOC and the merchandise teams at Matevents to track where the merchandise was produced and when.  Other features in the hologram ensured the hologram labels could not be replicated.

The Games were a huge success for all countries and athletes involved.  Additionally, the games also proved to be a real success for GOLDOC, Matevents and Hague Australia as there were no reports of fake merchandise being sold at the games.  Matevents reported:

“The XXI Commonwealth Games on the Gold Coast are now complete, and I would like to thank the team at Hague Australia, for delivering a brand protection program that surpassed our Master Licensee expectations and those of the organizing committee, GOLDOC. 

Hague Australia delivered on time, on budget, and were a pleasure to work with.  Most importantly however is that the program resulted in zero reported cases of counterfeit products despite intensive searches by GOLDOC at retail. 

Thanks to the team at Hague Australia for making this project a success”

Mike Wheble – Managing Director of Hague Australia reported “Having worked on this project for the past two years, it was clear from the very start that Hague Australia could provide the right brand protection product to ensure the Commonwealth Games merchandise was not compromised.  To this end, I think all our expectations were met and in fact, exceeded once we established that not a single case of fraudulent product was reported.  This is a great endorsement to Hague Australia, Matevents and the teams at GOLDOC”.

Want to know how we can help your business ?  Contact us contact@hagueaustralia.com.au

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