Sponsorship opportunities to build new kinds of relationships with traditional media properties on new technology platforms are also emerging. For example, in late 2011 Intelligent Life, The Economist’s arts and lifestyle quarterly became the first major magazine to be launched in the US through an iPad app it was exclusively sponsored by Credit Suisse… Continue reading Credit Suisse Sponsors US Intelligent Life’s iPad Launch
Tag: Financial Services
MasterCard’s RWC ‘History’ Facebook Tags Link Fans
Extending its existing’ History’ idea into the world of rugby union, MasterCard’s integrated Rugby World Cup campaign focuses on connections between fans, players, teams, nations and the history of the game. The initiative, led by McCann Erickson Sydney (with filming by Hungry Man, web development by MercerBell and media work by Universal McCann Australia… Continue reading MasterCard’s RWC ‘History’ Facebook Tags Link Fans
Betfair Brings NZ Rugby World Cup Sheepvertising
Hardly a full on ambush, but Betfair is attempting to whip up a bit Rugby World Cup business with a stunt that sees it offer New Zealand farmers $1 for every sheep they paint with a St George’s Cross during the Rugby World Cup. Launched to coincide with the tournament’s kick off, the… Continue reading Betfair Brings NZ Rugby World Cup Sheepvertising
NatWest’s Secret Cricketer Helps Win Back Pride
A great example of a rounded sponsorship commitment to both the professional and the amateur sides of a sport comes from NatWest’s cricket investment. From a heritage of backing test and country cricket, right through to its CricketForce amateur and grass roots initiative, the brand has a long and deeply embedded role in supporting English cricket. A fine example… Continue reading NatWest’s Secret Cricketer Helps Win Back Pride
AmEx ‘Official Card’ Work Extended To NBA & WNBA
American Express, a long standing sponsor of both the NBA and the WNBA, unveils a series of TV spots to highlight the attributes of both leagues and connect basketball fans more closely with the American Express Brand. The new campaign focuses on the two league’s unique attributes – diversity, passion, dedication, and fun, and… Continue reading AmEx ‘Official Card’ Work Extended To NBA & WNBA
BOA Brings MLB Stars In-Store For Opening Weekend
Bank Of America, the Official Bank Of Major League Baseball, is leveraging its rights on the build up to opening day weekend with a national campaign to connect existing (and future customers) to the start of the MLB 2011 season. The key part of the pre-season promotion sees the financial brand bring baseball stars into… Continue reading BOA Brings MLB Stars In-Store For Opening Weekend
AmEx ‘Official Card’ Concept Extended To NBA/WNBA
American Express, a long standing sponsor of both the NBA and the WNBA, unveils a series of TV spots to highlight the attributes of both leagues and connect basketball fans more closely with the American Express Brand. The new campaign focuses on the two league’s unique attributes – diversity, passion, dedication, and fun, and… Continue reading AmEx ‘Official Card’ Concept Extended To NBA/WNBA
Magic More Than Deal = Ad Free Commercial Radio
UK insurance brand More Than aims to maintain ongoing dialogue with customers and amplify its ‘offering more’ positioning via this Magic radio station ‘Indulgence’ sponsorship. The objective is to ensure the brand remains front of mind across the whole year, to build awareness via the Indulgence Sponsorship as well as create tactical campaigns to… Continue reading Magic More Than Deal = Ad Free Commercial Radio
Standard Chartered Unifies Runners/Fans With ‘Are You Ready?’ HK Marathon Work
In a local sponsorship activation of an ongoing multinational campaign, 2008 saw Standard Chartered Bank leverage its corporate sponsorship of the Hong Kong Marathon to engage and support both the runners and the public that ranged from supportive TV and outdoor creative, to cheering buses, social media work and branded fluid cups. The partnership,… Continue reading Standard Chartered Unifies Runners/Fans With ‘Are You Ready?’ HK Marathon Work
ING’s YouTube Channel Supports F1 Sponsorship
Autumn 2008 saw the Dutch banking brand launched a YouTube channel to support its sponsorship of Formula One and the ING Renault F1 Team. The digital video channel was set up initially to host a series of short films entitled ‘ING Explains’. It aims to provide a behind-the-scenes look into the world of… Continue reading ING’s YouTube Channel Supports F1 Sponsorship
Borrow The All Blacks – ASB & New Zealand Rugby Union
To help restart the New Zealand small business economy after the pandemic shutdown, ASB Bank leveraged its partnerships with the New Zealand Rugby Union and Eden Park Stadium through an SME focused activation which invited small businesses to apply to benefit from the bank’s own rugby rights package which in turn boosted ASB’s brand love… Continue reading Borrow The All Blacks – ASB & New Zealand Rugby Union
