Background

Wakeham & Associates Marketing Inc. was retained by Exhibition Place to seek a naming rights partner for the National Trade Centre.

Objectives

To secure a naming rights partner for the National Trade Centre which would help the venue and its owner, Exhibition Place to achieve the following:

• Build profile of Exhibition Place and awareness of the National Trade Centre.
• Align with a company of international stature.
• Advance and reinforce the environmental initiatives of Exhibition Place as mandated by Toronto city council.
• Generate business efficiencies.
• Offer benefits to Exhibition Place and the National Trade Centre, its tenants, show producers and visitors.
• Generate incremental operating income for special green initiatives at the Exhibition Place site.

Strategy:

• Targeted and presented to a select group of brands in a few pre-determined categories that met all of the above-listed objectives.
• Built a matrix of rights and benefits that would allow these brands the opportunity to integrate their product/services into the venue and to maximize their interaction with Exhibition Place patrons.

Solutions:

• Negotiated a fully integrated naming rights partnership with Direct Energy (a subsidiary of Centrica UK).
• Direct Energy has committed to helping Exhibition Place achieve its energy saving goals, along with other green initiatives at the site. It will also create an interactive public education exhibit in the National Trade Centre galleria focusing on energy conservation and showcasing alternative fuels.
• Direct Energy will cross promote activities taking place at the NTC and throughout the Exhibition Place site.

Results:

• Finalized 10-year multi-million dollar naming rights with Direct Energy.
• Provided Direct Energy with a significant Toronto presence that would position them as a serious and powerful competitor to existing energy providers in Canada.
• Provided Exhibition Place with a partner that shares its environmental goals and objectives, and which will take an active role in helping to achieve those goals and objectives.
• Exhibition Place and the NTC will have a marketing partner that will help it to raise the profile of its events and programs in Toronto and beyond.