Although Audi was not the primary sponsor of either Art Basel Miami Beach or its sister event, Design Miami—roles that belong to UBS and HSBC Private Wealth respectively—it was the most ubiquitous.
Eschewing auto shows in favor of the Miami events for the unveiling of its 2010 A8, Audi of America spent north of $6 million but south of $10 million building out its presence.
The automaker, which has increased its marketing budget by 20 percent this year to seize share from its more distressed competitors in the luxury car segment, did not merely sponsor the Miami happenings. Instead, Audi took on the roles of cultural creator and arts curator. For example, in addition to providing the vehicles for the shuttle service for VIPs attending the events, Audi: more
Can I really tell CVBs to spend less on advertising? Am I brave enough to court the wrath of media entities and the hospitality and travel industries? OK, no.
CVBs, tourism boards and destinations should spend fewer marketing dollars on one-off advertising and a la carte direct mail marketing. Instead, spend dollars on ads and direct mail campaigns as part of—or activation of—integrated sponsorship packages. more
In perhaps the most unlikely partnership of the year, USA Curling and longtime sponsor Kodiak Technology Group this week announced a new promotion in which the two organizations will sell Hurry Hard Condoms as a platform to raise funds for HIV and AIDS awareness.
The two organizations hope to build awareness about the disease by leveraging the buzz around the upcoming Vancouver Games. Proceeds will be split between USA Curling and Central Coast HIV/AIDS Services. more
While I know that you are disappointed because Britney Spears no longer occupies the top spot for number of searches on yahoo.com, it isn’t surprising that it was Michael Jackson that knocked her out of the top spot.
However, what I found to be more surprising is that World Wrestling Entertainment (WWE) is number three on the list. Unexpectedly, the only other sport in the top ten is NASCAR at number ten. more
Tough economic times have threatened to make the workplace holiday party a thing of the past at some businesses. As this article from TheStreet.com points out, some companies are replacing this annual tradition with a donation or a call for community service.
While charitable giving and community service are to be commended, I can’t help but think of Seinfeld’s George Costanza’s take on donations in lieu of traditional gifts. Efforts to inspire or motivate employees should be more than an effort to whitewash cost-cutting. If the economy were to regain its strength tomorrow, would the holiday party be back on the schedule? more
In step with IEG’s projection that North American companies will increase their spending on marathons and running events by 2.5 percent in 2009 (to an estimated $86.1 million), I had the pleasure of participating in an inaugural half marathon event on November 22nd.
The first-time event—the Women’s Running magazine Women’s Half Marathon to benefit the Leukemia and Lymphoma Society—was held in St. Petersburg, Florida. While I was first and foremost there as a charity runner, I had plenty of time on and off the course to check out the sponsorship activity. While my running resume is by no means prolific (especially compared to IEG’s resident ultramarathoner Shan Riggs), I have participated in enough races of varying distances, sizes and sponsor profiles to know the drill. more
Festivals, Hispanic events and other types of local properties may want to put T-Mobile on their prospect list for ’10.
T-Mobile this year saw success from a five-month guerilla marketing campaign in which the company sponsored more than 25 events ranging from local festivals to state and county fairs.
Case in point: T-Mobile conducted more than 26,000 “Mobile Makeovers” and activated more than 5,000 new accounts at the events.
Last week I had a conversation with a colleague, Daren Watkins. I wanted to share some of our conversation because I think some of his challenges and hopefully his successes may be relevant to a lot of properties.
Watkins is the special events coordinator for the Real. Texas. Festival. in Mesquite, TX. His sponsorship career started four years ago with the first Real. Texas. Festival. Watkins has been with the Festival from the beginning and is responsible for the establishment and success of the Festival. Watkins secured 17 sponsors the first year of the Festival, including a presenting sponsor. His sponsorship program has since grown to more than 20 sponsors.
The Festival is a two-day event in April that features live entertainment, a car show and a rodeo. The Festival now attracts close to 25,000 attendees. more
I was telling the story this week about one of my first jobs, which was in the telecommunications industry. Before starting my career in sponsorship, I was in the public and government relations department. My first task of the day was to arrive at about 6:30 a.m. and read eight newspapers, cut out any article that mentioned our company from every section of the paper, tape each clipping to 8.5’ x 11’ paper, make 30 sets of copies and hand deliver them to the desks of the senior execs by 8:30 a.m. (The execs did not want to wait for the press clipping company, which would not usually deliver till afternoon.)
As you can see, there was nothing electronic or instant about this process. This story also dates me and clearly illustrates a time in business when electronic communication was nothing like today. more
If you’ve heard an IEGer on the speaking circuit in the last couple of years, you may have listened to one of us talk about how sponsors need to move from the idea of “sponsored by” (translation: we wrote a check) to instead communicate a “provided by” message and feeling (translation: we get you and want to improve your experience).
Harris Bank has taken this idea and woven it seamlessly into its overall positioning in ads, and other marketing messages, for its sponsorship of The Magnificent Mile Lights Festival® presented by Harris (the popular holiday event took place November 21-22 here in Chicago). Harris’ tagline—“We’re Here to Help”—has been the centerpiece of a fantasy ad campaign that has featured Harris Bank signage helping people avoid awkward situations, take advantage of split-second opportunities, and avoid bodily harm. more