Opening of the Alltech World Equestrian Games Ticket Office Brings Great Enthusiam! Alltech Games Organizes Packages to Accomodate International Visitors

June 12th, 2013 10:33 AM | Comments Off on Opening of the Alltech World Equestrian Games Ticket Office Brings Great Enthusiam! Alltech Games Organizes Packages to Accomodate International Visitors

Press release

The preparation for the Alltech FEI World Equestrian Games ™ 2014 in Normandy has moved up to a whole new level. A very concrete level, with less than 450 days till the main event: the launch of ticket sales to attend the world’s biggest equestrian competition due to be held from 23 August to 7 September 2014.

The public from overseas can now purchase a pass for the event. The Organising Committee is now rallying together a network of some ten or so tour operators across the world. For the first phase, they’re offering packages comprising Passes, transport and accommodation. In November 2013, the ticket office will be open to the general public, still with Pass-related offers and it’s in the spring of 2014 that the simple entry tickets will be accessible, session per session, while stocks last.

Online sales are possible at

An exceptional event, an exceptional line-up!

The ticket office for the Normandy 2014 edition has been designed and created to satisfy three criteria:

1. To make the event accessible to the greatest number of people, through a pricing system which is both affordable and diversified (an average price of €25 per ticket, a wide range from as little as €5, discounted pass offers and targeted benefits…)

2. To enable the event’s different audiences (members, riders, novices and families…) to find the offer which best suits their needs, thanks to a variety of tickets enabling spectators to follow a particular discipline, to discover the equestrian sports world and to participate in celebrating a truly unique event, where a thousand or so competitors from around sixty nations rub shoulders;

3. To simplify the procedure for booking and purchasing seats and introduce real innovation to this domain (Internet and French and overseas mobiles, Facebook, a shop where you can buy several items at once, presentation box…).

To achieve this, the Organising Committee for Normandy 2014 has created a 3-phase sales marketing scheme, spread over 15 months.


WEG Mascot Norman at Roland Garros

Phase 1: Kicks off from June to mid-November 2013 in the form of a ‘pass’ combining several competition sessions, exclusively for members of the French Equestrian Federation (FFE) and the French Polo Federation (FFP), event partners and overseas equestrian federations.

 The Organising Committee is rallying together a network of around ten tour operators across the world for overseas audiences. During this first phase they’re offering packages comprising Passes, transport and accommodation. The list is available on the official event website.

Three types of ‘pass’ have been created, each enabling a different approach to the event:

 – Sport Pass: this combines several sessions at the same discipline. Primarily designed for members and horse riding fans, this enables the spectator to follow just about all the competition in one of the eight disciplines that make up the Games (Showjumping, Eventing, Reining, Dressage…);

 – Full Sport Pass: the last word for enthusiasts as these passes are valid for several days, enabling spectators to witness the entire competition in a particular discipline;

 – Sensation Pass: the real ‘best of’ ticket for the World Equestrian Games, reserved for weekends, this combines several disciplines, guaranteeing places for at least one final.

Phase 2: from November to the spring of 2014. This is aimed at the general public from France and overseas. Future spectators will be able to book their places via the Sensation Pass and the Discovery Pass.

The Discovery Pass: provides a rare opportunity to discover several disciplines over one day. E.g.: a vaulting session in the morning, followed by a showjumping session in the afternoon. It is a very attractive offer for those spectators, who are new to equestrian sports.

E.Feltesse – F.Grobon – P.Cormier at WEG Press Conference

Phase 3: from the spring of 2014, single tickets, session per session, will be offered while stocks last. This final phase of marketing seats relates to all potential spectators (members, general public, partners…), but it will open sales exclusively in the former of single-session tickets while stocks last.

Whatever Pass you have, each place for an event at the Alltech FEI World Equestrian Games™ 2014 in Normandy, will give free access to the Games Village on the day in question, which is located in Caen’s Parc des Expositions.

Sales Plan: a first in Europe

To simplify things, the organisers are offering potential spectators the opportunity to make all their purchases (passes, tickets, event-related products…) in a single transaction, using a single shopping basket. For the more hesitant among you, live online assistance will even be on offer to you during opening hours. A major first, it will also be possible to reserve your tickets via Facebook, on the event’s official page. The official Games’ shop will be available on mobile phones too.

 Over 400,000 seats will go on sale over a 15-month period. According to forecasts from the Organisation Committee for Normandy 2014, around 20% of them could be reserved by members. The Norman public is likely to make up the biggest contingent, with an estimated 40% or more sales going to locals. The inhabitants of the Parisian Basin are likely to represent 15 to 20% and the overseas public around 20%.

A scripted advertising campaign!

The Organising Committee also unveiled the event’s campaign poster. A troop of knights riding in from every direction, ready to participate in the different events in Normandy… Such is the scenario for the Game’s advertising campaign, launched last week in the arena of another major French sporting event: Roland-Garros, a nod from one major event to another.

The term ‘scenario’ is particularly appropriate as the Prodéo Agency and illustrator Jeff Wack* – the campaign designers and creators – have deliberately added a cinematographic zest to this poster, which is rather reminiscent of certain blockbusters!

*Jeff Wack is one of the world’s most famous advertising and cinematographic illustrators, notably working for Coca-Cola, 20th Century Fox, Universal Studios, MGM Studios, Heineken, Bank of America, Nokia, Activision and Microsoft 


The Alltech FEI World Equestrian Games™ 2014 in Normandy will pave the way, in France, to other large-scale events: the Euro football 2016, the Handball Worlds 2017 and the Ryder Cup of golf 2018. Hosted every four years, alternating with the Olympic Games, under the aegis of the International Equestrian Federation (FEI), the World Equestrian Games are the largest equestrian event in the world. They’ll be held from 23 August to 7 September 2014. The event groups together eight disciplines over fifteen days of competition: Showjumping, Dressage, Eventing, Driving, Reining, Vaulting, Endurance and Para- Dressage. It brings together over 60 nations and nearly 1,000 competitors to showcase their talent to an expected 500,000 spectators expected on top-level equestrian competition grounds. – Find us on Facebook

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