Marriott, a hotel brand, increased enrolment for its Bonvoy travel program in Hong Kong by using a rugby legend as its spokesperson and its sponsorship of rugby team the Kong Kong Sevens to produce a video campaign.
As a brand in one of the hardest COVID-hit sectors, Japan Airlines (JAL) has remained steadfast during this ongoing turbulence. Akira Mitsumasu, VP - Global Marketing of JAL, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the airline is focused on its mission of helping people fly again and telling stories of rising above challenges. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
In today’s fragmented media world, sport is one of the few truly shared experiences left to us. But unless brands embed a culture of effectiveness, money spent on sports marketing may well be wasted, says Warwick Cairns.
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021
Wells Fargo, a financial services company, increased the uptake of affinity cards in the US by launching a social and TV campaign that encouraged the public to support the Mexican National Team in the 2018 FIFA World Cup since the USA didn't qualify.
The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.