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.