Background

Wakeham & Associates Marketing Inc. was retained by Clear Channel Entertainment to conduct a sales campaign for the naming rights of a new 800-seat theatre built on the site of the former New Yorker Theatre. The new venue would become the permanent Toronto home for the world renowned Blue Man Group.

Objectives

• Secure a brand/company that was congruent with the Blue Man Group brand and who was willing to make a long-term commitment to the venue.

Strategy:

• Targeted and presented to a select group of brands in a few pre-determined categories.
• 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 the theatre patrons.

Solutions:

• Negotiated a fully-integrated naming rights partnership with Panasonic Canada that included collaborating with the Blue Man Group to create and install an awe-inspiring art installation in the theatre lobby. The art installation was comprised of many Panasonic plasma televisions linked together and displaying Blue Man Group-themed animation and graphics.
• Year-round programming including a multi-million dollar marketing and publicity plan and numerous opportunities for Panasonic to interact with consumers and major Greater Toronto Area retailers.

Results:

• Finalized 10-year multi-million dollar naming rights with Panasonic in February, 2005.
• Provided Panasonic with a venue that would become a living showcase for their products and technology and that would help build an association with the exciting, tech-savvy and creative brand of Blue Man Group.
• Created marketplace buzz around the Panasonic brand.