In a post last week, I posed a couple scenarios where properties had to weigh the costs and benefits of allowing a sponsor to conduct certain activities.
From an outsider’s perspective, offering free samples to attendees or bringing volunteers for a day seems like a winning proposition all around. But the property often breaks even at best.
Airports in Europe are half empty, flights half full and you can name your price for hotel rooms. Indeed, for the first time in the more than 30 years I’ve been coming to Florence, there was no line to get into the Uffizi Gallery. The impact of the global economic crises on tourism here—and all the businesses it touches—is devastating. Yet, live events are selling out. From Art Basel and Moto GP Mugello to Glastonbury and Venice Biennale, we are seeing full houses.
And, despite all the risks, this summer sees a record number of festivals in Europe. The major form of entertainment from the Middle Ages right up to the 19th century, festivals’ content has changed—less jousting more rock—but the appeal of a shared live experience with a slew of people remains.
While music is the overall attractor, an increasing number of European festivals are adding more, harkening back to traditional fairs that had theater, jesters, debates and sideshows. Take Latitude. In addition to four music stages, there’s poetry, literature, comedy, cabaret, theater and film at the four-year-old event in Suffolk, England launched by Festival Republic—producer of Reading and Leeds and co-owner of Glastonbury. more
P&G has stepped up sponsorship activity around its Cincinnati headquarters, signing title of Memorial Day weekend’s Taste of Cincinnati and expanding its partnership with last month’s Cincinnati Flying Pig Marathon.
The soap giant activated both deals with a handful of brands, each of which gained ownership of an on-site proprietary program. For example, the Taste of Cincinnati featured the Pampers Stroller Speed lane, the Bounty Quilted Picker Uppers cleaning teams and the Old Spice Swagger Zone, a special seating area where attendees could watch Cincinnati Reds games on a giant TV.
At the Flying Pig Marathon, P&G’s Tide used branded laundry carts to pick up clothing discarded by runners, Old Spice High Endurance deodorant awarded a prize to marathoners who ran the last mile the fastest, while Mr. Clean sponsored the Clean Your Clock fastest split-time award.
The strategy makes a lot of sense: In addition to promoting its hometown presence, P&G was able to make a more meaningful connection with its target audience by integrating its products into the fabric of each event. The multi-brand strategy also allowed P&G to spread the cost of the sponsorships over multiple budgets.
Way to go, P&G. more