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The Royal Ontario Museum Brand Property SPMK 4014 Sports Marketing George Brown College

The Royal Ontario Museum Brand Property SPMK 4014 Sports Marketing George Brown College. A case by. The Case Background. The Royal Ontario Museum (ROM) recently announced a new brand property in a press conference.

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The Royal Ontario Museum Brand Property SPMK 4014 Sports Marketing George Brown College

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  1. TheRoyalOntarioMuseumBrandPropertySPMK 4014Sports MarketingGeorge Brown College A case by

  2. The Case Background • The Royal Ontario Museum (ROM) recently announced a new brand property in a press conference. • In honor of ROM’s new associate sponsorship deal with the Canadian Hockey Association, the brand property will be implemented from January to March 2013. • Hockey, being the transcendent myth for Canadians, ROM is proud to embrace the moments that support that myth. * • Entitling the brand property as “The Eh!, B, C’s of Hockey”, the ROM will host a limited edition “Canadian hockey history exhibit”. • The timing of the exhibit coincides with the core months of the NHL season and CBC broadcast of games. • “The Eh!, B, C’s of Hockey” will take pride in opening its doors to invite distinguished visitors to the contemplation of «Canada’s Game»’s history glorifying the fact that it’s enough to scratch a Canadian to get a hockey story. ** * «TheMeaning of Puck», Bruce Dowbiggin, p. 15. ** «TheMeaning of Puck», Bruce Dowbiggin, p. 22.

  3. ROM - Eh!, B, C’s of HockeyBrand Architecture • Positioning : A uniquevenue in Ontariostrivingtocommunicatehistoryaiming at engagingpeople in admiration of historyandculturalchange. • Promise : OneandonlyCanadianhome in Ontariostrivingtocommunicatehistory , cultureandnature. • Characteristics & Personality : Engaging, exclusive, trustworthy, illustrious, welcoming, trailing, adventurous, breathtaking, attractiveandknowledgeable. • KeyFeatures & Associations : ProudCanadianandworldcitizen, strivingtoembracecurioussophisticatedindividualsandfamilies at thetheengagingheartof Toronto, Ontario. • Target Market : Distinguishedmiddleandhignincomeadultsenjoyingoutstandingcuttingedgeevents 25-45 withand/orkidshavinglittleornoacquaintancewithhockey

  4. Title Sponsor for the ROM Brand PropertyLabattBlue • Founded in 1847 by John Kinder Labatt, Labatt Blue is as legendary as hockey is in Canada. * • Promising a clean, refreshing pilsner with a distinctive hoppy aroma, a delicate character, and a slightly sweet aftertaste, Labatt Blue genuinelyreflectstheuniquetasteandpassionCanadiansenjoy in hockey. ** • Beingpresent in support of hockey in history, thebrand is theperfect fit tolaunch a welcometohockey’shistory. • The # 1 sellingCanadianbeer in theworld, Labatt Blue is as unique as hockey in therepresentation of theCanadiancultureandlifestyle. • Placing 1st in the World BeerCompetitionback in 1958, Labatt Blue representsthepassionforsuccess as thetarget market sustain in theirlives. *, ** http://labattblueus.com/

  5. BrandConnectionsROM CanadianHockeyExhibitandLabatt Blue • Pride in beingCanadian • CreatingandcontemplatingCanadiansuccess • DesireandpassiontoreflecttheCanadianculture • Reflectingthepast, thepresentandthefuture of Canada • Enjoyingchallengeandcompetitiontoreachoutperfection • Sharing a Canadianlegend

  6. “Cheers to ourbigboys in ourbigleagues”

  7. “Cheerstoourbigboys in ourbigleagues” • Exhibition tickets: $25 for adults,$10 for kids • Jerseys, CHA licensedpuckswill be sold at theRMO Gift Shop • Touchscreensquestioningandrewardingwillquestionvisitor’sknowledgeabouthockeyruleswhilecreatingawarenessandknowledge • Thevisitorswhotakepictures of themselves in theexhibitionandtweetthemwillreceive a limitededition 6 packLabatt Blue justbyshowingthesavedscreenshots. Advertising Events &PR Retail Presence Grassroots • A redcarpetlaunchparty @ ROM • A partywiththetheme«CheerstoOurBigBoys » will be launched @ Harbour Sports Grille • Exhibitionpromotionssuch as limitededitionpucksandhockeystickswiththe logo of ROM printed on • FreecondensedCanadaOfficial Rules to be distributedbearingbasichockeyrules. • EngagingdistinguishedCanadianswithorwithoutkidsto a completebrew of Canadianexperience • Creatingandraisingawareness of hockeybyexpandingtheacquaintance in terms of Canada’sgame. • LeveragingtheCanadianhistory of hockeythroughLabattBlue’ssuccess as a proudCanadian. • RMO website, link and RMO Journal, • RMO Blogs, RMO Podcasts, RMO newsletters, Twitter, Facebook, Flickr, Youtube andTumblrwill be thetoolsto be usedproperly, consideringtheirvariousfeatures, • Printads, localnewspaperads, • Logo display on exhibitionsignageandway-findingsignages, • Special invitationstoexhibitionopening, • Media partners :CBC, CTV and Radio-Canada.

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