This idea is archived

Sponsor The Natural History Museum Ice Rink and Christmas Fair

Provided by IMG (Archived)
Central London Christmas event, attracting approx 500,000 visitors. Opportunities available for 2010.

Tell us about the Opportunity / What is it?

The chance to sponsor a festive ice rink at a prime central London location. The property offers a complete consumer experience: a fully catered and licensed cafe bar overlooking the ice rink, skate hire with a spacious outdoor viewing area, in the vicinity of the Natural History Museum. The Natural History Museum attracts approx 3.06 million visitors each year and over 400,000 people visited the ice rink and surrounding area in 2007.

What is the Marketing Objective?

Brand awareness through branding and advertising for visitors to the ice rink, christmas fair as well as for visitors to the museum. A partner can also benefit from the advertising value of branding seen by passing traffic on Cromwell Road (one of London's busiest roads). Brand experience/product trial through sampling/display activity. Data Capture (in 2007 one partner attracted over 25,000 new customers from the event alone). Hospitality, tickets, VIP experiences. Associated PR activity. CSR objectives.

How does it work?

The property provides brands the chance to maximise exposure through advertising at the ice rink and surrounding areas. A footfall of approx 400,000 people during the 10 weeks that the event runs offers brands the opportunity to interact with consumers at a relevant time of year (i.e. Christmas). Significant PR and radio exposure through associated media partners as well as the location of the rink add considerable value to the partnership.

Who's used it in the past?

Previous sponsors include British Airways, Gu Puds, Panasonic, EDF Energy and Lindemans.

Features / Benefits

A range of branding opportunities exist: perimeter branding on the ice rink, branding on banners on Cromwell Road and Exhibition road, branding on plasma screens within the cafe bar and skate change areas and on tickets. A promotional area within the cafe bar as well as sampling and data capture opportunities and the chance to run promotions and competitions. Hospitality packages and exclusive evenings on the ice, complimentary tickets and a priority booking period for any additional tickets required. Chance to work with the Natural History Museum to promote CSR objectives.

Guide PriceReach & FrequencyTarget AudienceMedia Types
£101k to £250kVaried audience: ABC1, families/corporates/tourists
35 - 44
45 - 54
All adults
Both
AB
ABC1
Kids HH
LocationTimingsMarketing ObjectiveOpportunity Type
London01 Nov 10 - 15 Jan 11BUILD AWARENESSEXPERIENTIAL
SPONSORSHIP / ARTS
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