Hallmark-Branded Olympic Medals Boost Sponsorship - Event Marketer

Hallmark-Branded Olympic Medals Boost Sponsorship

DB_Gold_Hallmark_2003 Ex
Brand: HALLMARK
Agency: RELAY SPONSORSHIPS & EVENT MARKETING
Awards: EX AWARDS — BEST ACTIVATION OF A SPORTS SPONSORSHIP
Year: 2003

Hallmark began planning its Olympic activation program a year in advance, building an integrated and creatively leveraged program that delivered both a major marketing platform for a new fresh flower line as well as valuable retail assets.

The campaign began before the torch was lit with a title sponsorship of a series of figure skating events used to heighten the Olympic sponsorship. Hallmark created a “Kiss & Cry” area off the ice in which skaters awaited their scores after strutting their stuff. Hallmark used the area to promote a new line of single-stem flowers, which were given to skaters in branded sleeves.

At the Olympics, the Hallmark Flowers brand enjoyed a coming-out party on a global stage via branded medal banquets for athletes at the sports venues and during official medals ceremonies. Each day, Hallmark flowers could be seen on the front pages of newspapers and magazines and on network television proudly being raised into the air by winning athletes. Meanwhile, the company’s title sponsorship of an Olympic Celebration Concert Series brought top acts to Salt Lake City to perform in free nightly concerts. It was exposure most sponsors only dream of, with the Hallmark logo raised each night as medals were handed out and the concerts keeping the brand top-of-mind into the wee hours.

A 6,000-sq.-ft. Hallmark immersion tent stood alone in the corner of the Olympic Plaza, accessible from both the street and the concerts. There were card-sending stations, life-size Olympic snow globes (with activities) and autograph sessions with skaters. Meanwhile, a Hallmark retail trailer sold Olympic themed merchandise in and around Salt Lake City.

Results: Sales of fresh flowers blossomed, retailer snow globe orders exploded, 80,000 cards were sent from the Games, 70,000 guests participated in snow globe activities and awareness numbers went through the roof.

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