Agency: Walker Media | Authors: Phil Georgiadis, Marie Robinson and Shabaz Sharitt |
First Choice – Get Me Out Of Here! How Sponsorship Cuts Through the Jungle and Onto the High Street
INTRODUCTION
This paper is designed to show how broadcast sponsorship can be genuinely taken through the line and onto the high street in a manner that is preached, but seldom practised, leading to a significant raising of the bar both in terms of recognition and appreciation for the sponsor and a quantifiable commercial benefit.
BACKGROUND
In 2002/03, the First Choice group consisted of a number of individual travel...