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Gillette - 2006 FIFA World Cup™ Germany


Objectives
SportsMark created a three-tiered approach to maximize Gillette’s sponsorship of the 2006 FIFA World Cup™ Germany.

1. Develop a global business-to-business trade partner program and consumer promotion program to leverage Gillette’s sponsorship of the FIFA World Cup™
2. 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
3. Highlight the Gillette brand through creative, upscale special events, including entertainment, theme design and production at two major events hosted in premier Berlin venues

• 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

Results
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