Case Studies

Sponsorship strategy and partnership/sales 

An enhanced travelling experience for the business traveller

The Bloomberg Hub was Bloomberg’s biggest brand initiative at a  global level when it launched. It combined Bloomberg’s leading technology, rich content and signature design to create an interactive, energetic and functional space devised to make the business traveller’s journey more productive, more efficient and more enjoyable.

It was a long-term commitment giving Bloomberg a living, breathing presence at LCY for the next three years. 

The experience comprised five primary elements, which combined to create the Bloomberg Hub:

• The Media Panel
• The Media Ticker
• The Lounge
• The Media Wall
• The Wi-Fi Sponsorship

Press releases

First Bloomberg Hub Now Open for Better Business Travel

Bloomberg Announces Immersive Brand Experience at London City Airport

InPublishing: Microsoft partners with Bloomberg at London City Airport Hub

Sponsorship strategy and partnership/sales

The first ever, “Land Rover Experience”, anywhere in the world was created by BDS Sponsorship on behalf of, Bluewater Shopping Centre.

The multi-million-pound Global Award winning link-up between Land Rover and Bluewater illustrates how a venue can first identify, and then deliver very substantial income from unusual sponsorship assets.

BDS determined that there was a potential opportunity for Bluewater to monetise the gravel cliffs which surround the site. Bluewater is one of Europe’s largest retail and leisure destinations and we were confident that there was a major opportunity to bring a unique and exciting customer experience to the shoppers, whilst also delivering a very significant income stream to Bluewater.

After careful analysis we identified the potential to have an off-road driving experience using the gravel cliffs surrounding the site. We then obtained Land Rover as the sponsor of this off-road driving experience. This one-of-a-kind experience allowed drivers to trial their unrivalled fleet of off-road vehicles around courses running through the cliffs.  Undoubtedly, a unique way to enjoy the Land Rover range whilst partners shopped – it was no surprise that the promotion quickly generated very significant interest.

Officially billed as, “The Adventure Zone”, the course at Bluewater covered over seven acres of cliff-side terrain.  With themed zones designed to put drivers and vehicles to the test, the Kent track also boasted a very steep downhill slope.

With a team of experienced drivers on hand to provide driving support and technical assistance, customers ultimately got to experience some of the world’s most exhilarating cars in a suitably exciting setting.  Alongside this, Land Rover also had a permanent in-mall location for potential buyers to obtain further information, and then buy their cars.

Land Rover paid all the construction costs for the course and also paid a seven-figure sponsorship fee for this sponsorship. Their design team also consulted experts to create a course that respected the wildlife and habitats of the environment.

Bluewater, with tongue firmly in cheek, quickly began to refer to this experience as a “Male Crèche” with many wives dropping their husbands there whilst they went shopping for the day.

Altogether, the package illustrates what it takes to launch a truly effective brand sponsorship with mutual benefit. Substantiated by footfall data, this success was also measured by an impressive footfall increase of 6% at Bluewater.

The key lesson is that this partnership wasn’t immediately obvious and required a great amount of creativity and application to deliver.  By approaching things in a less conventional manner, we were able to bring together two world-leading brands to create an experience that visitors remembered and talked about for years to come.

Award-winning sponsorship strategy

The Land Rover Experience at Bluewater went on to win the prestigious International Council of Shopping Centres Global Productivity Award as the best new idea for shopping centres anywhere in the world that year.

A significant piece of industry recognition for a highly deserving brand sponsorship, this seal of approval ultimately demonstrates the value that a correctly tailored sponsorship can bring to both parties. Elevating the profile of both Land Rover and Bluewater, this award recognised the ingenuity behind the partnership and brought more light to the way that corporate sponsorship packages can take on a new life when they become interactive.

The Land Rover Experience delivered a seven figure income for Bluewater whilst also increasing footfall at Bluewater by 6%.

Sponsorship strategy and partnership/sales

Sponsorship strategy:

Scotland’s landmark project presented a £5 Million funding gap. The main challenges faced were complex acceptability issues due to Millennium Commission Guidelines, existing event sponsors  and non infringement of UEFA clean stadium issues. The hierarchical sponsor strategy consisted of one primary sponsor, a secondary complimentary retail sponsor and four tertiary sponsors was devised. The desired outcome was £5 million for a 10 year agreement.

BT’s objectives:

To promote brand awareness in the face of rising competition in the deregulated telecommunications market, particularly amongst young people. This would in turn promote brand switching. BT’s links with community and “Cause Related” projects would be maintained, increasing customer loyalty. 

The solution:

• The BT Scotland Lecture Theatre –  sales team development
• Special events – staff/customer incentives
• BT Scotland Media Centre – press relations and showcasing
• BT Scotland Hampden Business Club – corporate sales
• BT Scotland Hampden Webpage and Newsletter – young people
• BT Scotland Hampden Roadshow – community
• Exclusive merchandise – customer and staff incentives
• BT sponsorship monies will directly enhance Hampden – PR
• Corporate hospitality – business to business relationship building
• BT Scotland – “Official Sponsor of Hampden Stadium”

BDS secured the £5m title sponsorship required from BT Scotland.

Sponsorship strategy

A successful sponsorship strategy for London’s cable car

Significantly increased the sponsorship value of the TfL cable car by identifying the opportunity to include the sponsor of the cable car (Emirates Air Line) on transport maps, on directional road signage etc.

TfL achieved a sponsorship income of £36.5 million (over 10 years)

Sponsorship strategy and activation

ASDA wanted to increase store traffic and encourage longer store visits.

ASDA researched consumer shopping behaviour and found that there were several factors that influenced customers to shop at particular supermarkets. These included store location and product pricing – factors which ASDA could not easily change or influence.

A factor it could influence, however, was that consumers believed that supermarkets had an obligation to their local community. In order to encourage customers to its stores and focusing on women in particular, ASDA reviewed its positioning to reflect two core brand values:

• ASDA cares about the community;
• ASDA has a clear individual identity and personality

Its key objectives were to increase store traffic and encourage longer store visits and  increased expenditure per visit.

We undertook a strategic analysis on how ASDA could in a cost effective and positive way influence existing and potential customers in the catchment areas of their stores. As a result we recommended that ASDA should sponsor the school holiday activity programme that took place in the catchment area of each of their 205 stores across the UK.

We identified the 205 relevant councils and concluded and managed sponsorship agreements with each council on ASDA’s behalf.

There were 3 million participants per annum.

Sponsorship strategy and partnership/sales

BDS both created the sponsorship strategy and undertook sponsorship sales for the British Airways London Eye, securing a range of sponsors including Panasonic, Nikon, and others such as soft drink, ice cream, and sunglasses companies.

BDS also brought on board the Institute of Chartered Mechanical Engineers as the sponsor of the British Airways London Eye schools educational program.

The Brief:

• 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 and brand vision
• To create preview corporate hospitality packages

Illustrative Sponsorship Package

BDS arranged for Nikon to sponsor The British Airways London Eye

• Enhancing the visitor experience by offering the opportunity to rent binoculars for visitors use during their flight
• Combining a cash fee with in-kind sponsorship and a retail opportunity

BDS Sponsorship secured the BA London Eye over £1 million per annum in sponsorship income plus an additional £1.7 million per annum in marketing support.

Official partners: