Transcript From Insight To Action

Circulation sponsorship opportunities with the FT
Sponsorship categories
3 types of promotion :
- Sponsorship linked to a specific event
(conference, trade show…)
- Sponsorship linked to a permanent network
or travelling structure (airport, train station,
Eurostar, hotels, business centre…)
- Ad hoc sponsorship
(hand to hand distribution, subscription…)
Sponsorship materials
Onsert
Polybag
Sticker
Linked opportunity : inserting pre-printed brochure, leaflet,
invitation… into the branded copies
Sponsorship materials
Bellyband
Coverwrap
Linked opportunity : inserting pre-printed brochure, leaflet,
invitation… into the branded copies
Coverwrap artwork
Financial Times European Edition
Flat size width 670mm x height 530mm - Folded 335X530
530mm
325mm
325mm
670mm
Printed 4 colour one side/both sides
On 130gsm gloss art
File on QuarkXpress version 5 or 6
PDF (300dpi high definition)
with all specific pantone references
BellyBand artwork
Financial Times European Edition
620mm x 80mm
50mm
overlap area
115mm
5mm
fold
1 sided print - 4 colour
Adhesive solid back semi gloss perm
Kiss cut on reverse of the stock
File on QuarkXpress version 5 or 6
PDF (300dpi high definition) with
all specific pantone references
290mm
5mm
fold
130mm
25mm
adhesive tab
Onsert artwork
Financial Times European Edition
310mm x 170mm
170mm
12mm
310mm
1 sided print - 4 colour
Size : 310mm (298mm + 12mm gummed section) X 170mm
Printed on matt artpaper with line perforation on left-hand side
gummed section completed with 10mm double-sided tape.
File on QuarkXpress version 5 or 6
PDF (300dpi high definition) with all specific pantone references
Sticker artwork
Financial Times European Edition
100mm x 60mm
60mm
100mm
1 sided print - 4 colour
Sticotac self adhesive
File on QuarkXpress version 5 or 6
PDF (300dpi high definition)
with all specific pantone references
Example of sponsorship promotion - Eurostar
Possible concept of the promotion : to display
branded FT copies in each Eurostar station
(Waterloo, Gare du Nord and Brussels Midi).
Potential : 800 copies per station per day
(weekly format)
The copies are distributed in two Eurostar
channels : - the frequent traveller lounges – the
1st class carriages (copies distributed on board
by targeting the early train between 06.00am
and 09.30am)
Example of sponsorship promotion – Show, Exhibition
Classical distribution scenario is to organize some distribution points at the
entrance + in qualitative channel ie VIP lounges + eventually distribution at the
stands (before the opening)
Potential depends on the number of attendees
Among the most famous exhibition across Europe : Salone del Mobile, I Saloni
Worlwide New York, 100% Design London
Example of sponsorship promotion – Luxury Hotels
Possible scenario : to distribute each morning during a
specific and targeted period (ie corporate advertising
campain or exhibition) some sponsored copies to a short list
of luxury hotels
Potential depends on each hotel’s specific need
This sponsorship channel is very flexible :
ie you can choose to run the promotion on a weekly period in
the Monaco area only
Or alternative scenario, to choose a pan european hotel
sponsorship by targeting 4 major countries during a one
month period
Example of sponsorship promotion – Airport
Possible scenario : hand to hand distribution by hostesses in
airport terminal.
Perfect channel to reach high profile business travellers.
Potential depends on the airport targeted and length of the
promotion.
Example of sponsorship promotion
Salone del Mobile - Milan
For more than 40 years, Milan's Salone del Mobile
has set the standard for international design. Salone
del Mobile began in 1961 as a strictly mercantile fair,
but the group of exhibitors known collectively as i
Saloni, has since become the premiere event for
designers, architects and trend-setters. Exhibitors
come not just to sell merchandise but to present
their vision of the future.
More than 2,000 exhibitors, of whom a quarter from
abroad, set up camp over the 209,417 square metres
of
Rho exhibition space. These impressive
figures turn the
Saloni into “I Saloni”,
the global point of reference for the sector.
Visitors: 105,621 Italian e 165,203 foreign
Example of sponsorship promotion
I Saloni Worldwide – New York
I Saloni WorldWide, by presenting a diversified
group of Italian companies representing a wide
range of products in the modern and classic
genres of the furniture/contract sector, will be the
vehicle through which Furnishing Ideas Made in
Italy reaches the world.
I Saloni WorldWide made their debut in New York,
center of innovation and dynamism par excellence.
20,538 visitors at the 2006 edition compared with
13,199 at the 2005.
Example of sponsorship promotion
100% Design - London
100% Design is the most important interior design exhibition in the
world, where the latest trends of furniture, decoration, planking,floor
covering, kitchen and kitchen and bathroom furniture are shown.
100% design is the only exhibition completely dedicated to interior
design in the UK, taylor-made for retailers, architects and interior
designers.
Visitors: 35,000
How to indentify the possible opportunities ?
3 questions to find the right sponsorship channel :
- What are the most relevant events (exhibition, trade show,
conference…) for you ?
- What are the most attractive areas to reach your clients or
potential clients ?
- What are the key advertising and marketing campaigns in the
months to come ?
Brain storming
Which possible sponsorship niches to promote
your brand ?
-Salone del Mobile, possible channels :
Retail and Subs copies / -------- potential copies over the period
Hotels / --------- copies
-I Saloni Worlwide – New York, possible channels :
Retail and Subs copies / ------ potential copies over the period
Hotels / ------- copies
-100% Design – London
Hotels channel : 3000 copies over the period
Brain storming
Which possible sponsorship niches to promote
your brand ?
- European luxury Hotels, based on an ad hoc countries list and
depending on client wishes :
Between 10 000 and 30 000 copies a week
- Eurostar trains and lounges, distribution in the 1st class carriages only
(+ lounges) from London, Brussels and Paris :
12 000 copies a week
Sponsorship indicative rate card
Material
1 000 - 4 999 copies
5 000 - 9 999 copies
10 000 - 20 000 copies
over 20 000 copies
Price per copy (including material production)*
Sticker
Onsert
Polybag
Bellyband
Coverwrap
1,3 €
2,5 €
4€
3€
5€
1,2 €
2,2 €
3€
2,7 €
4,7 €
1,1 €
2€
2,5 €
2,5 €
4,3 €
1€
1,8 €
2€
2€
4€
* Please note that the prices above are given for information only : cost may vary
according to each opportunity. Every situation is unique and subject to approval
of the FT and our partner