case study: ogilvy renault and mlse - partnership group · case study: ogilvy renault and mlse -...
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Case Study: Ogilvy Renault and MLSE
Case Study: Ogilvy Renault and MLSE
- Initial partnership: 1yr term for 03/04
- Second partnership: 2yr term for 04/05 to 05/06
- Drivers: Brand exposure and unique hosting
- Measurement: In-arena awareness
- Results:
- Modest awareness increase from 03/04 baseline
- Survived NHL lockout
Background
Case Study: Ogilvy Renault and MLSE
- New CMO and marketing team arrive (March 06)
- Immediate challenge:
- Create a break-through partnership concept around brand awareness + unique experiential programming to drive Ogilvy Renault business
- Target Bay Street
- Measurement:
- RFP increase from 05/06 baseline
- RFP to actual business conversion rate
Background
Case Study: Ogilvy Renault and MLSE
MLSE “brain-storming” session (April 06):
- Sales Team
- Service & Activation Team
- Promotion Department
- Suites Department
- Building Operations Department
- Category “Best Practices”
Background
Case Study: Ogilvy Renault and MLSE
Ogilvy Renault Executive Suites Level
Case Study: Ogilvy Renault and MLSE
Ogilvy Renault Executive Suites Level
Case Study: Ogilvy Renault and MLSE
Ogilvy Renault Executive Suites Level
- Marquee presence within Air Canada Centre for all games and events
- Targeted branding area within our 162 Executive Suites
- Unique hosting opportunities:
- Season “Kick Off” Party and “One-Of-A-Kind” Experiential Programming
- Results:
- National RFP’s increased 148% from 2006 and 2007
- Toronto RFP’s increased 267% from 2006 to 2007
- Overall closing rate increased 25%