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PPT : Olympic Torch Relay Marketing Plan

Sponsorship Marketing- a platform for achieving relevant and meaningful consumer engagement
* Sponsorship as a Marketing Platform
* Business Context
* 2010 Olympic Torch Relay Snapshot
* A Four- Phased Marketing Plan
* Phase 1 Campaign and Results
* Torchbearer Program Strategy
* Torch Community Celebrations and Convoy

Unique aspects of sponsorship marketing provide opportunities to drive business and brand:

* Experiential Marketing
o building relationships that connect people (customers, clients, prospects) and the RBC Brand both emotionally and practically.
+ Brand-centric and associative experiences that create demand (be it B2B or B2C) by capitalizing on the motivational or behavioral triggers behind the experience.

STRATEGIC APPROACH – MOVING FROM PASSIVE TO ACTIVE
Moving sponsorship from “brand building” to focus on active, revenue generating programs
REVENUE GENERATION
BRANDING

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