Gillette - 2006 FIFA World Cup™ Germany
SportsMark created a three-tiered approach to maximize Gillette’s sponsorship of the 2006 FIFA World Cup™ Germany.
- Develop a global business-to-business trade partner program and consumer promotion program to leverage Gillette’s sponsorship of the FIFA World Cup™
- Promote Gillette brand awareness and image as a leader in personal care and grooming, and create visibility for other Gillette brands, including Duracell, Braun and Oral-B
- Highlight the Gillette brand through creative, upscale special events, including entertainment, theme design and production at two major events hosted in premier Berlin venues
SportsMark managed all aspects of the Gillette hospitality program, including:
- Planned and managed all logistics and hospitality for 850 Gillette guests at the FIFA World Cup™ final match, utilizing three hotels over a five day period
- Managed transportation for all airport, program activity, and VIP movements in Berlin (12 motorcoaches, 10 sedans, driver management, scheduling, staff)
- Developed creative, multi-lingual printed invitations and managed web-based enrollment process for 850 international guests in over 40 countries
- Created exclusive custom hospitality suites in three Berlin hotels for Gillette guests to relax, network, and socialize
- Developed and produced creative theme concepts for the Gillette “Taste of Berlin” Welcome Reception and the “Spirit of Berlin” Gala, including extensive production, décor and entertainment for over 600 guests
- Managed all contract and budget negotiations with special event venues
- Provided detailed hospitality budget management
- Assisted in the efficient distribution of 850 final match tickets at three hotels
- Managed guest premiums and amenities, including inventory and distribution
Gillette maximized their sponsorship by creating an emotional connection with trade partners and consumers through world-class hospitality at a world-class event.
The sponsorship solution allowed Gillette executives to enjoy quality time with top customers in a unique and memorable Gillette-branded environment.
Based on the very positive reactions from consumers, as well as customers and Gillette colleagues, I consider this event a great success, not in the least part thanks to the perfect organization and communication.”– - Gillette executive feedback