British Airways London Eye

Objectives:

• Maximise income from secondary level sponsorship
• Enhance the visitor experience
• Increase marketing resources and enhance the reach/awareness
• Protect BA’s title sponsorship
• To save on fit out costs
• To support and promote educational projects
• To develop long term mutually beneficial partnerships
• Form alliances with brands and companies that ‘fit’ with BA’s:
• Target markets
• Corporate objectives
• Brand vision
• To create preview corporate hospitality packages

Enhancing the visitor experience

• Sponsorship can enhance the visitor experience
• E.g. British Airways London Eye sponsored by NikonObjectives:
• maximise income
• To add value to the visitor experience
• To enhance marketing reach
• Protect BA’s title sponsorship

BDS arranged for Nikon to sponsor BALE

• They offered binoculars for visitors during their flight: Enhancing the visitors experience
• Combining a cash fee with in-kind sponsorship and a retail opportunity