Overview
Over the years Emirates has used high profile sports partnerships to build awareness of the brand. Their portfolio covers many of the world’s biggest global sporting events and naming rights deals. Emirates is now looking to maximise the impact of its global investments and uses Fast Track to create innovative customer engagement programmes and media coverage around its key sponsorships.
Objectives
- Maximise sponsorship awareness around the tournament
- Engage fans through innovative activities
- Communicate key Emirates messages as a premium airline and global service provider
Key Activities
- Emirates Upgrade: Spectators chosen by ICC officials were upgraded to seats with a better view of the action, Emirates T:20 merchandise and hampers
- Emirates Flying Catch: Inflatable cricket game stationed at matches offered fans the chance to win a pair of return business class tickets to Dubai
- Cabin crew activity: Cabin crew escorted the Umpires onto the field, were present at medal ceremonies; escorted Upgrade winners to their seats
- Merchandise distribution: Over 130,000 pieces of branded merchandise were distributed to the crowd including branded scorecards, thundersticks and caps
- 11 international media partners in key destinations were signed up to run coordinated branded content, features and promotions to highlight global network and premium positioning
- Unique Trophy and Team Autograph sessions were organised giving fans the opportunity to get closer to the action - JP Duminy, one of the world’s greatest fielders acted as an ambassador for the Emirates Flying Catch, which featured across global media coverage
- Interviews with Emirates branded umpires featured the media
Results
- 17% increase in brand consideration amongst target audience
- 84% brand awareness at the tournament
- RBA media value: US$ 7.85m