Sponsorship & Event Marketing
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Petco Park Sponsorship Activation: Key Learnings After Nine Years of a 22-Year ContractEvent Recaps
Meeting notes are available to current, logged in Members only.
- Exit off of the I-10 W onto 4th Street
- Make a right onto 4th Street
- Make a left onto Colorado Park in structure #8 across from Sears
- Park on level 5 which will be level 3 of Santa Monica Place
- Take a sharp right into Santa Monica Place
- The community room will be down the hall on the right side toward the restrooms
NETWORKING BREAKFAST (9:00 – 9:30)
INTRODUCTIONS (9:30 – 9:45)
I. MACERICH CASE STUDY (9:45 – 10:45)
Macerich is the country’s third largest retail owner, operator and developer. Premier brands continue to leverage Macerich’s 650 million consumer visits annually through sponsorship, corporate partnerships, media and events. In this session, Arlan Tarhan from Fiat USA, Inc. alongside Jalina Law - Macerich, will share a case study about their partnership and highlight how the companies have achieved a strong return of objectives through sponsorship within the retail industry.
Arlan Tarhan – Fiat USA, Inc.
Jalina Law, assistant vice president, business development – The Macerich Company
II. AT&T's NEW SPONSORSHIP MODEL (11:00 – NOON)
As the mobile, social and digital ecosystems of our culture expand, the paradigms of sponsorship, media relationships and branded entertainment will continue to shift dramatically as brands seek new, more relevant ways to engage their consumers. Jason Simpson, assistant vice president of events and sponsorships at AT&T, will share with committee members the ways AT&T is engaging audiences with its brand story using experimental sponsorship models and groundbreaking partnerships with rights holders.
Jason Simpson, assistant vice president of events and sponsorships – AT&T, Inc.
LUNCH (Noon – 1:00)
III. SIX FLAGS AND GOT2B BRING STYLE TO NON-TRADITIONAL MARKETING PARTNERSHIPS (12:15-1:00)
Representing an "individual" attitude for hair, got2b is one the industry's leading hair gel brands and has partnered with Six Flags Entertainment for a unique and ground-breaking marketing program, which has proved to drive awareness, market share and sales for the youthful brand. In this session, David McKillips, senior vice president - Six Flags Entertainment and Kathy Alaama, vice president - Henkel North America, will discuss how their partnership is driving consumer engagement for Henkel's got2b brand and exposing the brand to millions of theme park fans at Six Flags Theme Parks nationally. They will share how their alliance creatively combines non-traditional advertising, social media, special events and integrated shopper marketing programs to deliver success for the brand and property
Kathy Alaama, vice president - Henkel North America
David McKillips, senior vice president - Six Flags Entertainment, Inc.
IV. PETCO PARK SPONSORSHIP ACTIVATION: KEY LEARNINGS AFTER 9 YEARS OF A 22 YEAR CONTRACT (1:00-2:00)
Petco is a leading pet specialty retailer that provides the products, services and advice that make it easier for their customers to be great pet parents. The 2012 season marks the 9th year as title sponsor of Petco Park, home to MLB team San Diego Padres. Petco continues to grow their sponsorship activations to engage with fans, the community and pet parents.
- Baseball fans, Pet parents and Cracker Jacks: Finding sponsorship success in simple joys
- Activating the sponsorship on multiple levels: Fans, Employees and Community
- Bringing the sponsorship to life: Creating brand relevant experiences
Shannon Anderson, field marketing manager - Petco Animal Supplies, Inc.
V. Review & Topics for Next Meeting (2:00-2:30)