W&M Earls Court Boat Show
OBJECTIVE
Logan Sports Marketing were retained as the sole commercial agency to manage the launch of the Whyte and Mackay Earls Court Boat Show 2007. They were also appointed by Whyte and Mackay to exclusively manage their title sponsorship sponsorship.
STRATEGY
The WM ECBS was a brand new show launched in January 2007, the exhibition was December 2007. The founders had boat and marine specialist knowledge, but were not set up to manage the commercial structure. Logan Sports Marketing were retained to manage all sponsorship, commercial negotiations with the venue and media partners.
IMPLEMENTATION
* Paul Sefton reported to the managing director advising on commercial strategy and implementation, Paul spent 21 days on site: pre build, during the show and breakdown
* Created sponsorship strategy incorporating the title sponsorship, secondary partners, media partners, charity partners and suppliers
* Sat on the ECBS senior management team
* Negotiated rights schedule for the title sponsorship
* Managed the implementation of the Whyte and Mackay title sponsorship reporting to the marketing director of W&M
EVALUATION & RESULTS
* It was the largest consumer launch show in the UK for over 10 years
* The implementation of the WHyte and Mackay sponsorship included their logo being featured in all marketing and published materials for the show, branding internal & external at the venue; 4 purpose built showcasing bars and a shop built at the show; Earls Court tube station being completely branded; 2 customer days being managed with product presentations; and sampling and tours of the show
* Brand identity was incorporated into the press day launch, including branding on the ribbon cut at the opening of the show by Penny Lancaster, Olympic Stars holding product onboard the Gypsy Moth IV, and celebrities drinking a bespoke whisky cocktail
* Paul Sefton was the central figure for each boat show team to report into at the show, including Marketing, PR, sales and reported directly to the MD
* The total PR value the show achieved through press, trade publications, consumer magazines, radio & TV equated to...
* Brands and partners of the show, which Logan Sports Marketing negotiated, included Whyte and Mackay and its 4 sub brands Jura, The Dalmore, Vladivar and Glayva, The Daily Telegraph, National Express, Canon, The Prince's Trust, and the Marine Conservation Society