Background

• Retained by Clear Channel Entertainment to conduct a sales campaign for the sale of Naming Rights to the former Pantages Theatre.

Objectives

• To acquire a naming rights partner for the historic Pantages Theatre.

Strategy

• To convince Canon to redirect marketing dollars from a static corporate branded exterior signage campaign, to an integrated property in Toronto that offered brand profile, product trial, consumer and trade promotions, client hospitality and community programs.
• To balance Canon’s male-skewed sponsorship portfolio with a property that effectively reaches a greater percentage of qualified females.

Solutions:

• Negotiated naming rights for the Canon Theatre including exterior and interior signage, product displays, interactive product-trial opportunities, themed media promotions, in-store promotions, trade programs, etc.
• Year-round programming in addition to a highly-integrated marketing plan provides numerous opportunities for Canon to target consumers and achieve its business-to-business objectives.
• Year-round exposure in advertising and direct marketing campaigns.

Results:

• Solidified the multi-million dollar sale of naming rights to Canon in June 2001.
• Strengthened relationship between Canon and key retail partners; created valuable trade incentives, built consumer awareness of specific product lines and offered unique celebrity-driven client entertainment opportunities.