Challenge |
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When you are one of the world's most recognised brands, how do you use sponsorship to drive brand and business value in one of the most geographically diverse regions of your company's global portfolio?
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Objectives |
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To define the role and value of sponsorship in Visa's marketing mix.
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To determine role of each property within the sponsorship portfolio and marketing strategy.
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To demonstrate how each property can work together or separately to deliver brand & business objectives.
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Solution |
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Velocity created a pan regional strategy for Visa to maximise the effectiveness of existing global and local sponsorship portfolios in order to drive enhanced stakeholder engagement across the CEMEA region of Africa, Middle East, Central Europe and Russia including:
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Pan regional audit of sponsorship affinity and relevance on a market by market basis.
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Development of regional plans and recommendation for portfolio and property optimization.
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Creation of pre selection and programme analysis tools to deliver enhanced sponsorship effectiveness and return on investment.
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