Sponsorship Proposal – South Island Wine and Food Festival | Assignment Help
Event Outline
South Island Wine and Food Festival is the New Zealand’s premiere celebration of the diversity of wine and food produced in the country. Since 2011, this country has been housing this festival every year in the first week of December at Hagley Park North, Christchurch. This year the festival will be held on Saturday, 5th December 2020 from 11:00 am to 7:30 pm (Wine festival, 2020).
In this event, around 40 of South island’s globally-recognized wine-makers present their unique and diversified wine varieties in utmost fashion. The wineries are accompanied by the region’s leading restaurants, biggest food brands, artisan and gourmet food producers and street food stalls (Wine festival, 2020). The festival also includes a showcase of interactive work-shops and wine seminars hosted by the Wine Masters from New Zealand, a cooking theatre followed by a display of the top culinary dishes by the country’s leading chefs and a live broadcast by New Zealand’s top musicians (ccgovt, 2020).
This festival is a family-friendly festival where adults of 18+ age are permitted to drink alcohol; however, people of all ages, incomes and lifestyles can be a part of the event. Minors who are aged 17 and below should be actively supervised by a parent or any legal guardian (Wine festival, 2020). Overall, the festival can house around 5000 attendees who can relax and enjoy in an open and serene atmosphere of the Hagley Park(10 Times, 2020) The location, which is in the heart of the city, is deemed perfect for the event due to the gigantic space and central setting in the South Island country side(Lewis, 2017).
Proposition
Over the years, this wine and food festival has become a popular tourist attraction and has also become a leading platform for housing popular promotion and branding efforts (Pratt & Sparks, 2014). This year, Fisher & Paykel has this unique opportunity to avail the $15K golden sponsorship package facilitated by the South Island Wine Festival and promote their brand. This package includes signage where the company has an opportunity to display their logo on a 5m light box for the purpose of visual marketing and leveraging brand recall. Company’s logo will also be displayed at the back of the buses that are used for transportation to and from the Wine festival. Furthermore, each attendee will receive a drinking glass from the Fisher & Paykel brand to pop around the 40 wineries. On the entrance, the venue’s fence will also be wrapped with Fisher and Paykel Branding to welcome customers to the fun festival. The festival will also have a Fisher and Paykel Recharge station to offer recharging facilities to the attendees. This signage will be valued at $2500.
This sponsorship will also grant Fisher and Paykel access to the list of festival attendee’s database. The company can then send unlimited daily emails incorporating kitchen appliance advertisements and attractive discounts pertaining to other household accessories to over 5000 attendees for a value of $500. Furthermore, round 70 tickets of the 5th December event will be given to Fisher & Paykel. This event will include top-notch wine tasting, delicious savory, cooking theatre and live music entertainment (Wine Festival, 2020). This sponsorship asset will be valued at $2000. The company will also be granted the Naming rights of the Music event held at the South Island wine and Food festival and that will be led by the top musicians of New Zealand. The music event will be renamed as Fisher & Paykel presents ‘Wine Festival Music Fest’. The company will also be granted the naming rights of the lucky draw competition that will be held in the South Island Wine Festival. The gifts of the lucky draw will be the kitchen appliances that will be provided by Fisher and Paykel. The naming rights will be valued at $5300.
Through this sponsorship, Fisher and Paykel will also have the opportunity of setting up their 20’x30’ display booth for product demonstrations at the South Island Wine Festival. They can use this platform to launch and display their new refrigerator/cooking appliances from their product portfolio and can also sell discount vouchers for future purchase opportunities. This stall will also have a consumer-feedback box that would welcome new product and innovation suggestions. The stall location will be central in order to gage maximum visibility. This sponsorship benefit will be valued at $1500. Furthermore, the company will also receive 15 VIP tickets for the Grand Music Fest in the wine festival, which will be valued at $1200.
Moreover, Fisher & Paykel’s Logo will be collaborated into the sponsorship portion of the South Island Wine and Food Festival’s official website for a value of $1000. The hyperlink to the sponsor’s website will be attached on top of the ticketing section on the Wine Festival’s website. F&P will also be incorporated into the daily announcements of the South Island Wine Festival which will be posted on it’s Facebook and Instagram page. This PR attempt, which would start 2 weeks prior to the commencement of the event will involve a teaser of the company’s launch booth and the grand collaboration by Fisher & Paykel. This sponsorship asset will be valued at $1000.
Connection
Through this sponsorship effort, many marketing objectives of F&P will be fulfilled. The brand awareness of F&P as a reliable and a premium kitchen appliance brand will be reinforced by the sponsorship of a national event. The company will have a chance to increase the brand recall through the venue signage and visual marketing opportunities offered via at the Wine festival (Cameron, 2019). The collaboration teasers with F&P on the Festival’s Facebook and Instagram page would also increase the brand engagement by 10% and would enable the company to attract new consumers. The naming rights of the music event and the lucky draw competition will give F&P a chance to adhere to their organizational culture of collaboration and curiosity. It would also strengthen the brand connection and would enable the brand to gain people’s trust, which is another integral value of the company (Fisherpaykel, 2020)
F&P will also have a chance to market their technologically-advanced and innovative kitchen appliances via product demonstrations offered at the exhibit booth in the Wine Festival. Furthermore, the company will also have a golden opportunity of gathering consumer feedback from thousands of people via the feedback box at F&P’s display booth (Vire, 2020). This marketing effort will also enable F&P to gain a diversifies array of consumer insights, which would then contribute in leveraging the company’s vision of developing human-centered appliances that adhere to a pattern of continuous innovation and development. Furthermore, this marketing attempt also supports the company’s objectives of strategic growth via thorough research and development efforts (Mitchell, 2020).
Through the database access in the sponsorship package, F&P will be able to send their new range of kitchen appliances to all their target market audiences, especially families, through a wide variety of advertisements. Furthermore, the event will present F&P with an opportunity to fulfill their financial objectives by leveraging their earning potential. The advertising at the event, coupled with the public relations efforts and the launch booth, will showcase the company’s core product portfolio and the most recently customized kitchen appliance designs, thereby attracting at least 3000 attendees towards the company’s products (Fisherpaykel, 2020). Lastly, this event will also offer networking opportunities to F&P to enter into alliances and partnerships with other prominent sponsors including Ray white and One Staff.
Leverage
F&P can also leverage their marketing and promotional efforts via this sponsorship. The company can use the exhibit booth and it’s advertising efforts at the wine festival to promote it’s newly launched built-in pyrolytic oven. In order to further leverage this promotional effort, the company can also fly in Sofie Formica and Larissa Takchi, who were recently featured in an advertisement promoting the pyrolytic oven. Sofie Formica is a national TV personality and a mass marketer (Cocom, 2020), while Larissa Takchi is the winner of the Master Chef Australia 2019 (Murphy, 2020).
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