First Choice - Get Me Out Of Here! How sponsorship cuts through the jungle and on to the high street

Phil Georgiadis, Marie Robinson and Shabaz Sharitt

This is an excellent example of how to use TV sponsorship well. Back in 2003, First Choice was a relatively new brand.
Agency: Walker MediaAuthors: 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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands