Strategy: UBS Enhances Orchestra Activation; Adds Minnesota To Lineup
Orchestras have been one of its core sponsorship platforms for the last three years but financial services giant UBS says it’s leveraging better these days. Now the company is attempting to build in more exclusive experiences for its guests inviting clients to panel discussions with musicians and offering CDs with tracks from several UBS-sponsored orchestras.
“The company has fine-tuned what works from a client perspective ” Melanie Wright the company’s head of U.S. sponsorships told Buzz.
UBS’ newest orchestra tie is a just-signed deal with the Minnesota Orchestra; the company becomes the property’s first-ever full-season sponsor. In addition to activating with hospitality for UBS customers throughout the season the company will host champagne receptions for attendees on select opening nights during the season.