It’s Super Bowl advertising season, there’s a lot at stake – not just for the NFL but for the advertisers and sponsors of one of the largest sports and entertainment spectacles there is. BIG DOLLARS, SUCCESS OR FAILURE. Following is a listing of great articles about what companies are doing and what’s happening in the advertising, sponsor and media world heading to the Big Game. Enjoy.
What Reality TV Stars Can Teach Us About Branding, Marketing and Building an Audience
Ray Bradbury in his 1953 book Fahrenheit 451 predicted a world where we’d watch giant televisions the size of a wall and we’d participate in these shows with the “neighbors,” as he called them. Years later, that’s exactly what people are doing. Reality TV is no longer something out of a sci-fi novel but part of Main Street culture that has changed whom we admire, what we buy and how we purchase it.
Nobody admits to watching reality shows and yet half of the top 10 TV shows last year were from among that category, which includes such entertainment juggernauts as Jersey Shore, The Bachelor, andMillionaire Matchmaker. But the creation of the “famous for being famous” has never been more chronicled, criticized and epitomized than in the No. 1 reality show Keeping Up with the Kardashians, and its No. 1 star, Kim Kardashian.
“I watch that show and others for a mix of things,” says Jacqueline Carly, creator of the popular fitness blog Fitarella.com. “Depending on which show, it is part superficial fantasy–the clothes, the travel, the celebrity life–and sometimes, it’s the ‘train wreck’ aspect of it. And sometimes I find that I actually like the people.”
But even if you’re not watching it, still not admitting it, or even are offended by the very concept of it, you can’t deny the impact that these celebrities have had on marketing, branding and potentially your very own business.
“You Don’t Have to Be a Star (To Be in My Show)”
Fortune 500 companies and Madison Avenue used to compete for the most famous celebrities and most successful athletes to lend their names and endorse their products.
Today, advertising agencies are seeking out reality stars, not for a staged endorsement of their brands but a genuine adoption of their products.
Reality stars have become 24-hour billboards for what they wear, what restaurant they visit or what drink they hold in their hand. These celebrities are paid huge sums just for appearing at a hot Las Vegas nightclub or a high-profile New York restaurant. Even online, reality celebs can be paid as much as $10,000 to write a sponsored Tweet.
Would You Like Them to Tweet for You?
Leonardo DiCaprio and Beyonce Knowles may be paid millions of dollars to film a commercial, but reality stars have millions of captive fans on Twitter or Facebook to spread the word about how great your product, service or company might be.
Reality stars represent a new genre in marketing, where real people can become instant celebrities. Their talent is carefully crafting their celebrity brand, and their business plan is parlaying that fame into lucrative spinoffs and large loyal followings. Their fame is not based on being elite, mysterious or inaccessible. Quite the contrary; it’s built upon their constant connection with their fans.
Andy Warhol once said, “In the future, everyone will be world famous for 15 minutes.” Kim Kardashian turned her 15 minutes into six years, 17 million online fans and almost $65 million last year alone. In 2011, the Kardashian family’s various business ventures are said to be worth $1 billion, and growing, according to the Hollywood Reporter.
From housewives to dancing hunks, there are plenty of people working on being famous enough to become a celebrity endorser. Bethenny Frankel, from The Real Housewives of New York, has gone from reality-star endorser to a Forbes magazine cover success story as she sold her Skinnygirl cocktails line to Beam Global in 2011, with the sale estimated at $120 million.
According to the L.A. Times, Mike “The Situation” Sorrentino from Jersey Shore made news with the first possible reverse endorsement, when Abercrombie & Fitch asked “The Sitch” to stop wearing its preppy, California-inspired clothes.
There are plenty of others you may have missed as well, such as singer and sometimes actress Jessica Simpson selling edible cosmetics, or our favorite–Paris Hilton selling a line of canned champagne (classy!) named Rich-Prosecco.
What Do Reality Stars Mean to Us?
If this were a cover story featuring Tom Brady, you wouldn’t have batted an eye. Sports stars are often the meat and potatoes of any article about succeeding, because we all get to witness their exploits in a very public way (and of course, sports figures have been endorsing products for decades). But there are a lot of similarities in how we think about sports stars and how we think about reality stars.
The question is, should these reality stars earn more respect because they succeeded without the obvious talent of far more accomplished athletes or performers? Or should we realize that it simply takes a different type of talent to promote, brand and market yourself when you will never win an Oscar or compete for a gold medal?
In either case, consciously or otherwise, we use these people as avatars for parts of our lives better left to fantasy. When Tom Brady orchestrates another touchdown, Patriots fans feel a stir of chemicals that mimic the success they’ve witnessed on the screen. Something physical happens when we watch a meaningful sports event.
It turns out that we have similar experiences with reality shows. We feel upset when someone we’ve come to care about on Survivor gets voted off the island. We feel elated when the guy we’re rooting for onDancing with the Stars wins. (Hooray for J.R. Martinez!)
In essence, people invest the same amount of emotions into their entertainment icons as they do in their sport or celebrity heroes. With superstar athletes, we get to play with them only when they play. But with reality stars, we get to play with them every day and become emotionally attached to their success, failures, talents and shortcomings. Some reality stars know how to capitalize on the opportunity to make an even deeper impact on people, and some become Richard Hatch, the “I won’t pay my taxes” felon fromSurvivor.
Can We Capitalize as Well?
You don’t have a reality show and you probably don’t want one. But you have much more in common with your reality counterparts than you realize.
If you have a website or a storefront, then you have a showcase–a show, if you will. If you are the owner, manager or face of the business, then you are a star to your customers. And if you have a Facebook or Twitter page, then you have an audience–to connect, promote and develop a relationship with that goes far beyond a sale or a daily transaction.
The difference between you and a reality star is that these celebs take responsibility for building that relationship and turning that customer relationship into a following.
And this brings us to what matters most–why this kind of marketing works and how you can do something similar to advance your business. Let’s revisit Kim Kardashian, the poster child for celebrity marketing.
Why has she continued to capture the public’s attention when other reality stars disappear before the commercial break? Despite the bad press that the divorce brought, Kardashian herself managed it well–mostly because she was truthful and transparent.
“I honestly feel that I’ve gotten to where I am–with sales of my fragrance, the QVC line, our various products and the success of our Dash stores–because I listen to my fans,” Kardashian tells SUCCESS. “I have such a personal relationship with them. Being very involved in social media, I feel a real connection with my fans.”
Doing Business with a Little “Reality”
1. Think Big Picture
With a reality star, their connection with the customer starts with the show, moves to social media, and then slides into home with the sale.
You’ve created the showcase, now how do you use Facebook and Twitter to help you improve your business? What do the most successful reality stars do to build traffic and a community?
Simple. They respond.
A quick look into the social media accounts of reality stars such as Kelly Osbourne and Kendra Wilkinson shows that their key is creating a two way street, replying to people much more often than most traditional celebs, and yes, they do their own tweeting.
Spend even 10 minutes on Lauren Conrad’s (MTV’s The Hills) blog and you’ll see she isn’t just blurting out slices of her life. She’s building a community and responding to people. It’s one part doing the work of being fabulous, and nine parts nurturing your community.
Be there before the sale to talk about whatever it is that might interest your buyer. Talk with people about themselves and what they’re into, not what you’re selling.
2. Work Hard, Work Smart
The Kardashian work ethic is the real deal. She’s Type A like her mom, Kris Jenner, and all go. “I swear my friends call me a robot,” Kardashian tells SUCCESS. “I’m up every day at 6 a.m. I get up and I’m motivated. I’m truly your definition of a workaholic. I love working. It sounds so cliché and simply to say hard work is the key, but it’s true. Hard work always pays off.”
You also have to work smart. A retail or online store that builds a brand and a relationship will be far more successful than a businessperson who only works hard at creating a sale.
Amazon paid almost $1 billion to buy Zappos, not because Zappos had the best shoes, but because they had learned how to build the strongest customer relationships.
No matter how hard you work, you can never work 24 hours a day. But your webpage and social media pages will. Your product may speak for itself, but your customers will be speaking to each other. Always build relationships and value, and you will develop a following for your business and not just a product line.
3. Be Everywhere
For you, everywhere can be your own backyard. Your community is your world, and if you are a small-business owner, you need to own your own ZIP code, town and neighborhood. Join the local chamber of commerce, chat up local mom meet-up groups to sample your products, source lead-generation companies that base their data base on ZIP codes or find other ways to make yourself known locally.
“Everywhere” also means taking advantage of the social web. As we said above, use social media tools to brand yourself and build two-way relationships. Take specific steps to be consistent across social media platforms. For example, use the same, good-quality photo of yourself (not your logo; people follow people) and add a catchy tagline for your business for Facebook, Twitter, Google+, LinkedIn and other industry-related forums you might read. Respond to all comments you get, and offer more interesting content about your expertise than sales pitches for your products. The more you can build relationships on this platform, the better will be your chances of stretching out your success.
The most successful advertising messages have always been those that emphasized a brand and not a product. Apple sells a culture and not a widget. Kashi creates a community instead of a need.
Start messages with what you can’t do instead of promises of what you can do, and your customers will want to do it with you.
4. Be Transparent and Honest
In today’s world, the only way to keep a secret is not to have one in the first place. Information travels so fast today that people know what we are thinking long before we even have a chance to apologize for it.
Social media sites are the new lie detector tests. Lying to 10,000 people at a time is something you want to stay away from.
People and companies make mistakes–sometimes spectacularly. And there are two ways you can deal with it. You can stay defiant and lose your job or business (BP’s initial “What Oil Spill?” stance), or be honest and remorseful and keep on working (Nike’s “Earl and Tiger [Woods]” commercial).
Customers buy from someone they trust, someone who gives them the right information, no matter what the consequence or inconvenience. You never build that belief by only giving your customers information when it is easy and self-serving. You build it when it is in their best interest, even when it is at your expense.
5. Be Authentic
We’ve seen mainstream celebrity endorsements for a long time. Most recently, watching Jennifer Lopez drive up to the American Music Awards in a new Fiat 500, the response was almost an immediate “Huh?” and then a sudden disconnect. J-Lo doesn’t drive; she gets driven. And hit songs to the contrary, Jenny from the Block she’s not, so the decision to have her driving through the Bronx was a poor one–and when the news hit that it wasn’t in fact the Bronx but a Hollywood set, the ad has been widely ridiculed.
In one blog post we found about this: Suzanne Vara from Kherize5 pointed out that there was a huge difference between J-Lo and her Fiat and, say, Eminem promoting Chrysler for Detroit, where he’s from. We might not believe that Eminem drives around in a Chrysler, but we know that he lives and bleeds Detroit, and that he would be very keen on promoting the city, and so it works.
Know to whom your product speaks. Know to whom you are speaking. And most important, know your own and your product’s limitations. Authenticity begins with setting the right expectations.
6. Be the Brand
Reality stars don’t just sell branded products. They use them, wear them, talk about them and share them with friends. Every public appearance and photo shoot is an opportunity to display one of their products. A trip to a Starbucks becomes a strategic move instead of a cup of coffee.
The most important part of learning from how reality celebrities are parlaying their fame into business success comes down to this: Be your own brand and be it all the time.
There are two ways small-business owners fail to incorporate this advice. One way is that they live the brand silently. You sweat for your company, but no one really knows much about it because you’re modest and quiet. That’s great. Be modest, but don’t ever miss a chance to be helpful to others. For loads of advice on how to do this, see Cultivating Visibility on SUCCESS.com.
The other way small-business owners do this a bit backward is that they sell too hard on the product side and not the side where we make the buyer the hero. It is one thing to show off the products you promote, but to make people want to use the products to tell their own stories: That’s the golden opportunity.
Is This a Model for You?
Many business owners and professionals might shrug this all off and say, “This wouldn’t work for my business.” You might say, “We’re a bit more traditional than that.”
After all, are reality stars really an appropriate role model for our success? In some ways, it would be easy to dismiss reality stars as people with little talent and a lot of luck.
Just as the popularity of game shows, soap operas and variety shows has faded through the decades, so, too, will reality television. But this marketing genre that reality stars have created is firmly planted among the best practices we know, which stand the test of time.
Reality shows may not always be real life, but then, why let that get in the way of doing excellent business?
With this announcement imminent, look for McDonald’s Canada to start a London 2012 program activation shortly. They have been a sponsor of Canadian Diver Alexandre Despatie for years and will likely announce new additions to Team McDonald’s shortly.
BERLIN | Tue Jan 10, 2012 4:33am EST
(Reuters) – Fast food chain McDonald’s and the International Olympic Committee (IOC) are close to agreeing a new, eight-year sponsorship contract and the deal could be sealed this month, the IOC’s marketing chief said on Tuesday.
McDonald’s, whose contract runs out after this year’s London Olympics, and IOC officials will meet in Austria during the Innsbruck Youth Olympics starting Friday to finalize details.
“The situation is positive and I don’t see any obstacle. We are very close,” IOC marketing commission chairman Gerhard Heiberg told Reuters. “We will meet in Innsbruck and finalize everything. Hopefully we will sign the contract there.”
Heiberg said the new, four-Games deal would include the 2020 summer Olympics, which have yet to be awarded to a host, as well as the 2014 winter Games in Sochi, the 2016 Rio de Janeiro Olympics and the 2018 Pyeongchang winter Olympics.
McDonald’s is one of 11 top sponsors who contribute an estimated $100 million each for every two-Games package of one winter and one summer Games though the IOC does not release details on individual deals.
The company has been an official sponsor since 1976.
Dow Chemical Co. and Procter & Gamble joined the list of sponsors last year.
Atos Origin, Panasonic and Samsung have extended their partnerships until Rio while Coca-Cola, Visa, Omega, Dow, GE and Procter & Gamble have signed deals until the 2020 Games.
Heiberg has said he does not want to see deals go past 2020 as the IOC plan to reform their top sponsorship program beyond that date.
Noting from McDonald’s Canada Website:
o McDonald’s first became involved with the Olympic Games by airlifting hamburgers to athletes competing in Grenoble, France in 1968.
o McDonald’s became an Official Sponsor of the Olympic Games for the first time during the 1976 Olympic Summer Games in Montreal. From 1988 to 1994, McDonald’s was the sponsor of National Olympic Committees in several countries around the world.
o In 1996, McDonald’s extended its long-standing commitment to the Olympic Movement by joining the Top Olympic Program (TOP) and becoming a Worldwide Sponsor. This was the first time in the history of the Olympic Games that a branded restaurant operated in the Olympic Village.
Since that time, McDonald’s has provided foodservice for athletes around the world at the Summer and Winter Games. We send our own crew members from around the world to each Olympic Games to serve athletes in the McDonald’s restaurant located in the Olympic Village.
McDonald’s Canada activates their Olympic sponsorship by supporting a selection of elite Canadian athletes and linking these associations with Ronald McDonald House. The Team McDonald’s consists of:
Via P&G News Releases – January 9, 2012
BOSTON–(BUSINESS WIRE)–Gillette, a P&G brand, today introduced a team of 24 world-class athletes from 18 countries that will represent the world’s leading male grooming brand at the 2012 Olympic Games in London. The athletes include Roger Federer of Switzerland, Ryan Lochte of the United States, Lin Dan of China, Emmanuel Ginobili of Argentina and Sir Chris Hoy of Great Britain. Each of these athletes will participate in activities to help inspire and encourage future generations to achieve greatness through great starts in athletics – and in life.
The Gillette campaign will be the first program launched as part of P&G’s far-reaching 10 year partnership with the Olympic Movement. “We think Gillette’s program is the perfect start to P&G’s Olympic Games Program,” said Marc Pritchard, P&G Global Marketing & Brand Building Officer. “Between them, these athletes have earned 18 world records and 55 world championships and they embody the commitment to excellence that inspires us as a company.”
The selected athletes exemplify Gillette’s conviction that in athletics, and in life, a great start can make all the difference. The key to success in many sports can be linked to proper preparation and an athlete’s action in the first milliseconds, not necessarily the final moments of the contest. Gillette hopes to inspire future generations of Olympians by telling powerful, personal stories that illustrate the importance of a great start from the athletes’ perspective. The campaign will also reinforce Gillette’s role in helping more than 800 million men around the world begin their day with a close, comfortable shave, a key part of their grooming ritual that helps them give them a great start to their day so they can look, feel and be their best.
Research shows that early inspiration and support through coaches, local clubs and community centers can help fuel a child’s success in life.* Gillette and the athletes will recognize an organization that gave him a great start and make a contribution or participate in a series of activities ranging from coaching, training sessions and workshops at their local organizations leading up to and immediately after The Olympics to help give future generation of Olympic hopefuls a similar opportunity.
“I have seen firsthand how a program with early involvement positively impacts a young person’s life,” said Gillette athlete Roger Federer. “The athletes working with Gillette have a great opportunity to inspire young athletes to greatness.”
“The Gillette ambassadors exemplify the importance of a great start in life and in their athletic events,” said Patrice Louvet, P&G president of global grooming and shave care. “We are pleased to welcome this outstanding team of athletes to the Gillette family. Together, we hope to make a real difference in the lives of young athletes around the world.”
The following athletes from around the world are united with Gillette in this effort:
Felipe Franca Silva
Peru, Athletics (Middle Distance)
United States, Swimming
Sir Chris Hoy
Great Britain, Cycling
United States, Athletics (100m)
Great Britain, Swimming
|* *additional athletes to be named later|
P&G’s global partnership with the IOC in support of the Olympic Movement reaches through the next five Olympic Games from London 2012 through the 2020 Olympic Games.
In addition to Gillette’s sponsorship of these elite athletes, P&G is supporting the person who has made it possible for them to realize their Olympic dreams: mom. As the Proud Sponsor of Moms, P&G helps moms every day with brands that make life a little easier. As part of the London 2012 Olympic Games, P&G’s ‘Thank You, Mom’ campaign will help improve everyday life for more than one million moms around the world with a commitment to raise $5 million to support youth sport. P&G will also help thousands of moms of Olympians experience The Olympics with their children by providing services and event tickets in London.
*Harris Survey of Boys & Girls Club Alumni, interviews were conducted from Nov. 15, 2006 through March 16, 2007
About Gillette’s Sports Heritage
In the early 1900s, Gillette had the vision to see the value in connecting the brand with top-tier sports and athletes. This was a key strategy that helped the company grow into the world leader in the male shaving category. Gillette was welcomed into many U.S. homes through the historic televised broadcasts of the Gillette Cavalcade of Sports. Throughout the years, Gillette added signature events in the U.S. including championship boxing matches, college football Bowl games, Major League Baseball, PGA Tour® and the Kentucky Derby. Gillette sponsored international events including FIFA World Cup, Rugby, the Gillette Cup in Cricket and Formula One. In 2002, Gillette announced an agreement for the exclusive naming rights to the home stadium of the three-time Super Bowl Champion New England Patriots of the National Football League. Throughout the mid 2000s, the brand continued innovative marketing programs with international sports stars throughout the world. Today, Gillette continues its sports heritage tradition with sports marketing programs implemented in many regions throughout the world.
About Procter & Gamble
P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company’s leadership brands include Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Fairy(R), Gain(R), Pringles(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), Braun(R), Fusion(R), Ace(R), Febreze(R), and Ambi Pur(R). With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visithttp://www.pg.com for the latest news and in-depth information about P&G and its brands.
Super Bowl. More Sponsors Buying Longer Berths; A Push Toward ‘Storytelling’
Very interesting article by Brian Steinberg AdAge.
Storytelling is imperative in advertising – especially when presenting however, adapting to the “click” world it’s a very tough challenge. What old is new again. Do it right, it works – evidence, check out what Ralph Lauren has done and yes, when fully integrated into your media mix including digital, you will see results. Stay tuned, more on this topic to follow.
More long-form ads should mean more storytelling, although matching the epic ‘1984’ remains a tall order.
Often accustomed to making a short handoff in 30 seconds, some Super Bowl advertisers are considering a longer pass.
Perhaps inspired by the two-minute 2011 Super Bowl ad from Chrysler, in which the automaker boasted that its vehicle were “Imported from Detroit” while rapper Eminem toasted in the background, a handful of the sponsors for Super Bowl XLVI have bought time for commercials longer than the standard 30 seconds.
“One of the things you’ll see this year is an incredibly great amount of longer-form commercials,” said Seth Winter, senior VP-sales and marketing at NBC Sports Group, overseeing ad sales for NBC’s Feb. 5 broadcast of the event. “You’re going to see the art form of storytelling take on a greater role in the Super Bowl.”
To date, only Volkswagen has said it is running something longer than 30 seconds. The automaker, which must work hard to beat its popular kid-as-Darth-Vader spot, which launched during the 2011 Super Bowl, has said that it will run a 60-second spot.
Once known as a haven for so-called spectacular advertising — commercials so attention-grabbing and cinematic that they could stop a roomful of partying viewers in their tracks — the Super Bowl has come to rely more on commercials designed for easy laughs from drunks at the back of the bar. Crotch-biting dogs (Bud Light), scantily-clad women (GoDaddy), entreaties from Ed McMahon and M.C. Hammer (Cash4Gold.com) and ads-on-the cheap resembling YouTube clips (Doritos) have been the recent fare.
Some marketers have tried to emulate what is often viewed as the best Super Bowl commercial of all time: Apple and TBWA/Chiat/Day‘s 60-second “1984,” which introduced the Macintosh computer and invited viewers to cast off the yoke placed on them by tech conglomerates such as IBM.
In 2000, tech company EDS, now part of Hewlett-Packard, raised eyebrows with a 60-second spot from Fallon that parodied a Western, with cowboys trying to herd hyperactive cats. In 2008, Coca-Cola likewise offered up a visually stunning ad from Wieden & Kennedy showing Macy’sThanksgiving Day Parade balloons fighting over a can of the soda.
Technological change may be encouraging more companies to go for a show-stopper. Giant but affordable TV screens provide a more appropriate canvas for epic ads and a better chance to catch the eye of audience members who tend not to pay attention during commercial breaks. Marketers may also be more motivated to invest time and resources into spots they know will live on YouTube and Hulu long after the game is over.
Project: Tylenol Winter and Summer Olympic Sports Program
Challenge: to increase brand equity, hype new product news, and increase sell-in/sell-through of product.
Solution: Sponsorship of National Sport Governing bodies. Rowing Canada, Speed Skating Canada.
Unifying idea: everyone wants relief from pain and what it does.
Download PDF: Tylenol Olympic Program History
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Visa inks an extension to remain a proud sponsor of the NHL and NHLPA
Renewed sponsorship reinforces Visa’s commitment to one of Canada’s favourite pastimes
TORONTO, Nov. 28, 2011 /CNW/ – Visa Canada is celebrating Canadians’ passion for hockey as it announces, together with the National Hockey League Players’ Association (NHLPA) and the National Hockey League (NHL), concurrent deals that will see Visa continue as a proud sponsor of the NHL® and NHLPA in Canada for an additional three years. The sponsorship also designates Visa as the official payment card of the NHLPA and NHL® in Canada.
“Visa is proud to remain a sponsor of the NHL and NHLPA,” said Brenda Woods, Head of Marketing, Visa Canada. “Through this sponsorship, Visa cardholders will have access to a number of exciting opportunities and offers that will help them enjoy and connect with Canada’s most beloved sport.”
“Partnering with the Visa brand, a leader in Canadian payments, is exciting for the NHL,” said Kyle McMann, Vice President of Partnership Marketing for the NHL. “Through this strategic alliance, we will continue to develop and execute unique, appealing programs that will provide hockey fans new ways to engage with the game they love while providing tremendous value to Visa cardholders.”
“The NHLPA is excited to work with Visa, an organization that is a strong supporter of amateur and professional sports in Canada,” said Mike Ouellet, NHLPA Chief of Business Affairs. “NHLPA members look forward to continuing to collaborate with Visa to bring unique hockey experiences to fans across the country.”
The sponsorship gives Visa the chance to develop programs to engage and excite Canadian hockey fans across the country.
In celebration of the passion and loyalty of Canadian hockey fans, Visa launched a popular program called Hockey Love Hurts during the 2011-12 NHL season. With Hockey Love Hurts, Canadian Visa cardholders had the opportunity to win a variety of NHL-related prizes by pledging allegiance to their favourite NHL team at www.hockeylovehurts.ca. The program provided Visa cardholders who signed up with real-time offers to help get them through the ups and downs of being a fan during the NHL regular season. Visa cardholders can expect new and exciting programs as Visa’s sponsorship of the NHL and NHLPA continues.
Visa’s ongoing support of the NHL and NHLPA strengthens Visa’s commitment to amateur and professional sport inCanada. In addition to its global sponsorships of the Olympic and Paralympic Games and FIFA, Visa is a proud supporter of its Canadian Team Visa athletes who will represent their country at the London 2012 Olympic and Paralympic Games.
Visa is a global payments technology company that connects consumers, businesses, financial institutions and governments in more than 200 countries and territories to fast, secure and reliable digital currency. Underpinning digital currency is one of the world’s most advanced processing networks–VisaNet–that is capable of handling more than 20,000 transaction messages a second, with fraud protection for consumers and guaranteed payment for merchants. Visa is not a bank and does not issue cards, extend credit or set rates and fees for consumers. Visa’s innovations, however, enable its financial institution customers to offer consumers more choices: pay now with debit, ahead of time with prepaid or later with credit products. For more information, visit www.corporate.visa.com.
About the NHL
The National Hockey League, founded in 1917, is the second-oldest of the four major professional team sports leagues in North America. Today, the NHL® consists of 30 Member Clubs, each reflecting the League’s international makeup, with players from more than 20 countries represented on team rosters. According to a Simmons Market Research study, NHL fans are younger, more educated, more affluent, and access content through digital means more than any other major professional sport. The NHL entertains more than 250 million fans each season in-arena and through its partners in national television (VERSUS, NBC, TSN, CBC, RDS, RIS, and NHL Network(TM)) and radio (NHL Radio(TM), Sirius XM Satellite Radio). Through the NHL Foundation, the League’s charitable arm, the NHL raises money and awareness for Hockey Fights Cancer(TM) and NHL Youth Development and supports the charitable efforts of NHL players. For more information on the NHL, log on to NHL.com.
About the National Hockey League Players’ Association
The National Hockey League Players’ Association (NHLPA), established in 1967, is a labour organization whose members are the players in the National Hockey League (NHL). The NHLPA works on behalf of the players in varied disciplines such as labour relations, product licensing, marketing, international hockey and community relations, all in furtherance of its efforts to promote its members and the game of hockey. In 1999, the NHLPA launched the Goals & Dreams fund as a way for the players to give something back to the game they love. Over the past 11 years, more than 60,000 deserving children in 25 countries have benefited from the players’ donations of hockey equipment. NHLPA Goals & Dreams has donated more than $20-million to grassroots hockey programs, making it the largest program of its kind. For more information on the NHLPA, please visit www.nhlpa.com.
® NHL and the NHL Shield are registered trademarks of the National Hockey League. All Rights Reserved.
® Visa is a registered trade-mark of Visa.
(TM) NHLPA is a registered trademark of the National Hockey League Players’ Association. All Rights Reserved.
TORONTO, Nov. 24, 2011 /CNW/ – The Canadian Olympic Committee (COC) is bringing the London 2012 Olympic Games to their corporate partners at the second marketing partner workshop in Toronto today.
“We want to engage our partners with the Canadian Olympic Team brand,” said Chris Overholt, Chief Executive Officer and Secretary General of the Canadian Olympic Committee. “It’s our job to educate, inform and excite them – to inspire our partners and get them focused on London.”
“Our partners are a critical part of our business,” said COC Chief Marketing Officer Derek Kent. “Their support helps drive our efforts to shine a spotlight on our athletes on the road to London 2012 and beyond. 95 percent of our revenue comes from private sector funding, helping give athletes the tools they need to be their best on the Olympic stage.”
The event, held at Airship 37 in Toronto’s Distillery district, brings together dozens of the COC’s marketing partners for a morning of updates on the COC’s work on sport, marketing, social media, brand, and the plan for 2012 and beyond.
The group will work with leaders of the COC’s Marketing and Communications team, like Derek Kent, Alyson Walker(Executive Director, Marketing Partnerships) Dennis Kim (Executive Director, Brand) and Dimitri Soudas (Executive Director, Communications).
The afternoon session will change the space from a meeting room to an Olympic stadium, as the focus shifts to Olympic athletes, featuring a panel of London 2012 hopefuls taking questions from the group and demonstrating their sports.
Athletes at the event include Ohenewa Akuffo and Chris Pricket (Wrestling), Anqi Luo and Junya Chen (Table Tennis), Philippe Beaudry and Joseph Polossifakis (Fencing), Nicole Forrester, Justyn Warner, Reid Coolsaet, Nikita Holder and Phylicia George (Athletics) and 2011 Pan American Games gold medallist and Closing Ceremonies flag bearer Mary Spencer (Boxing).
This event will allow the COC and its partners to determine how best the COC can work with its partners and how those partners can best work together to maximize exposure and further the Olympic brand in Canada.
The day concludes with a cocktail reception, allowing representatives from different COC partners the chance to mingle with Olympians and each other.
For a complete list of COC partners, see: http://www.olympic.ca/en/about/sponsors/.
About the Canadian Olympic Committee
The Canadian Olympic Committee is a national, private, not-for-profit organization committed to sport excellence. It is responsible for all aspects of Canada’s involvement in the Olympic Movement, including Canada’s participation in the Olympic, Youth Olympic and Pan American Games and a wide variety of programs that promote the Olympic Movement in Canada through cultural and educational means. For news and information, visit the COC website atwww.olympic.ca and find the team on both Facebook (Canadian Olympic Team) and Twitter (@CDNOlympicTeam).
Image with caption: “Canadian Olympic Committee CEO Chris Overholt leads a session on the COC’s plans for 2012 at the COC’s Partner Workshop in Toronto November 24, 2011. Photo: Canadian Olympic Committee. (CNW Group/COC)”. Image available at:http://photos.newswire.ca/images/download/20111124_C9017_PHOTO_EN_7171.jpg
For further information:
Dimitri Soudas, Executive Director, Communications, Canadian Olympic Committee
Tel.: (416) 324-4136, Email: email@example.com
Strategic Alliances & Sponsorship drive business growth.
The world of sponsorship is alive and well – even during the uncertain economic times we are facing globally. Why? Sponsorship works – if you do your proper due diligence researching, identifying strategic fits, build into your core marketing and sales plans and activate proactively.
What are strategic partnerships and sponsorships about: they provide an opportunity for a company to link a brand or a service to consumers’ passions and interests, people can meet and experience the brand in the context of that passion, they can provide a strong emotional connection and when done well, the results are business growth. But, it’s not just about consumers or B2C marketing, sponsorship can be very useful for business to business or B2B business development.
What can this do for your Business?
o increase brand relevance and equity
o create excitement around your products and services
o own a unique point of difference vs. competitors
o achieve multiple objectives such as incremental sales volume, increased awareness (PR), visibility, relevance, loyalty, experience, passions, hospitality
There are many things to consider when pursuing sponsorship. Do your due diligence, anticipate possible outcomes. There’s turbulence and the ride can be bumpy BUT doing your homework helps to mitigate risks.
Let’s take a look at recent activity in the world of sponsorship – some great learning to be taken from these examples.
1. Randstad Canada – Maple Leaf Sports & Entertainment (Innovative thinking)
2. Canadian Football League considering selling rights to the Grey Cup? (Revenue generation or heresy)
3. Sport Sponsorship aims to stay of top of it’s game (Looking at the future)
4. National Bobsled, Skelton sponsors slides away – why? What can they do? (When a long time partner leaves are you prepared?)
5. UFC: Paying Tribute to one of the World’s Fastest Growing Sports (Opportunity)
6. HBC Exclusive 2012 Olympic Team Gear (sponsorship activation)
7. Miller Coors stops payments to NBA during lockout (sponsorship disruption)
8. Marketing Business as usual for NHL (growth)
9. Scotiabank NHL Sponsorship (activation)
10. Coca-Cola reveals plans to support World’s most sustainable Games (adapting sponsorship to current trends and business practice)
Vicks® Unveils NFL Quarterback Drew Brees As The First-Ever VapoRub(TM) Dad
Tuesday, November 01, 2011
CINCINNATI (Business Wire) — Procter & Gamble’s (NYSE: PG) Vicks VapoRub, the brand families have relied on for over a century, is excited to announce that NFL quarterback Drew Brees will be the brand’s first-ever “VapoDad.” For the first time in over 100 years, a father-figure will appear as the primary caregiver in its advertisements. Appearing alongside his real-life son Baylen, Brees will be seen in television and print advertisements for VapoRub this upcoming cold and flu season.
Historically, VapoRub has only featured women as the primary caregiver in its advertisements. With fathers becoming increasingly involved in the upbringing of their children, Vicks felt it was important now more than ever to feature its first VapoDad.
“Vicks believes that both mothers and fathers play an equally important role in the health of the family unit,” says Andy Cipra, Brand Manager, Vicks North America. “Drew Brees is known for his close relationship with his family, which made the decision to make Brees the first VapoDad a natural one.”
Drew Brees first worked with the brand with advertisements for Vicks DayQuil® and NyQuil®. The VapoRub spots will differ by providing a more family-focused message, highlighting the nurturing role parents play in their children’s lives.
“I’m truly honored to become the first-ever Vicks VapoDad. My son Baylen and I had the opportunity to shoot this commercial together, which makes this opportunity that more special for me,” says Drew Brees. “There are no sick days in the Brees household, so when Baylen comes down with a cold, we use VapoRub to provide relief for his cough and cold symptoms.”
Vicks VapoRub is over 100 years old with one of the most recognizable scents in the world. Research has shown that the therapeutic vapors found in VapoRub can help provide the feeling of freer breathing to a person suffering from a cough due to the common cold1. Simply rub Vicks VapoRub on the chest and throat to temporarily relieve coughs due to common colds or on muscles and joints to temporarily relieve minor aches and pains. The combination of vapors in Vicks VapoRub, including menthol, camphor and Eucalyptus Oil, works to reduce a cough by acting on airway sensory nerves.2, 3
Vicks VapoRub is indicated for adults and children two years of age and older.
For more information about Vicks VapoRub and the new VapoDad advertisements, please go to www.Facebook.com/VicksVapoRubUS.
One of the most recognized brands around the world. Available in more than 70 countries and on 5 continents, Vicks has helped relieve cough, cold, and flu symptoms for generations. In the US the Vicks family includes, NyQuil®, the #1 pharmacist recommended brand for Adult Cold Nighttime Relief4, NyQuil® Sinex®, Children’s NyQuil®, DayQuil® Cold/Flu LiquiCaps, DayQuil® Cold/Flu, DayQuil® Cough, DayQuil® Sinex®, VapoRub® Ointment, VapoRub® Cream, BabyRub®, Vicks® Formula 44® Custom Care(TM) Chesty Cough, Vicks® Formula 44 Custom Care(TM) Dry Cough, Vicks® Formula 44® Custom Care(TM) Cough & Cold PM , Sinex® 12 Hour Spray, Sinex® Ultra Fine Mist, Sinex® 12 Hour Ultra Fine Mist Moisturizing, Vicks® VapoDrops®. Headquartered in Cincinnati, OH, Vicks is owned and distributed by Procter & Gamble.
About Procter & Gamble
P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company’s leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.
1 Procter & Gamble (2011). The Science Behind VapoRub. The Power of Touch and Therapeutic Vapors
2 Eccles R. “Over the counter medicines for colds” in Common Cold.
3 Birkhauser Verlag 2008 and Handbook for Non-prescription Drugs section IV Respirator Disorders 2009. NOTE
4 Survey conducted by Pharmacy Times, OTC Supplement, Adult Cold-Nighttime, June 2009
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50051173&lang=en
DeVries Public Relations
Jennifer Ribeiro, 646-253-0228
Procter & Gamble
Tricia Gottleib, 513-622-1279