Development and realisation of a sponsorship- and event oncept for an internationally active financial services provider

Client
WestLB
Objective

Emotionalisation of the brand WestLB.

To address the target group via relevant topics.

Increase of the national and international brand awareness.
Provide hospitality platforms for the existing customer base as well as for recruiting new clients.
Analysis
Inquiry of the interests and the leisure time activities of particular target groups, competitor- and topic-analysis, to draw conclusions for the development of a sponsoring concept in selected sports.
Content-concept

With regard to the communication goals and the competitor- and topic-analysis, the following sports were examined closer:
- ski jumping
- Ski alpine
- Tennis
- Ice hockey
- Basketball
Conclusion: Ice hockey best met the defined goals.
Implementation

Determination of the relevant levels: local, national, international as well as support of young talents.

Definition of the promotional appearance (advertising boards, player- and field-advertising).
Negotiation of the deals and package details with the rights-holder.
Results sorted by performance indicators (PI)
- Ongoing tracking of the media-impact (qualitative and quantitative)
- Ongoing tracking of the image-impact
- Attendance-tracking of customer events
- Attendance-tracking of employee offers

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