![]() Kissimmee became the London club’s official destination partner ahead of the 2016–2017 season as the club moved into the revamped London Stadium the partnership was extended ahead of the 2019–2020 season for three more years. West Ham United stood out as the perfect fit. … We see sports as the greatest platform for an emotional connection with consumers, so we started to think, ‘We’re a really great destination here and how do we build awareness in key markets in a unique and different way?’” Karim Virani, left, chief commercial officer at West Ham, celebrates the club’s partnership with Visit Kissimmee as West Ham’s official destination partner with John Poole of the Kissimmee Sports Commission. “From an experiential marketing standpoint, we had fans for spectators with our hashtag on it and that was engaging. “That’s typically a thing you do on vacation, so we had all our branding around the swimming pool,” Poole said. It also partnered with the 2016 Invictus Games in Orlando, sponsoring the swimming events. It had a tie-up with Orlando City as the franchise moved from the USL to Major League Soccer, capitalizing on the popularity of Brazilian superstar Kaka to make inroads with South American audiences. ![]() The Kissimmee Sports Commission had successful partnerships in the past with soccer teams and international events. “We have a lot of local pride seeing our logo each game.” London Calling “Sports is a great way to bring people together and a great way for us to make our name known,” said Patrick Harrison, Visit Tampa Bay’s chief marketing officer. One of the more memorable games in the early season occurred when Norwich City shocked then-champions Manchester City, with each of its goals brought to you by its destination partners - Visit Tampa Bay. NBC Sports’ presentation of the 2019–2020 Premier League season averaged nearly 462,000 viewers per match and globally its audience is estimated to be about 3.2 billion. “We’ve worked closely with Neilsen Sports and had the partnership evaluated and in terms of media value, they said it’s one of the best partnerships for ROI that they’ve ever seen.” “The most important part is the profile that our destination receives,” Kissimmee Sports Commission Executive Director John Poole said of his group’s ties with West Ham United, which opens its Premier League season on Saturday against Newcastle United. Through a mix of signage and activations in the stadiums and with halftime promotions that have captivated crowds and gone viral on social media, both tourism groups have been able to get themselves in front of millions of fans and establish new business relationships.
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