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    Sports Marketing: Amex Offers Exclusive Benefits Through USGA Sponsorship

    American Express’ recently announced multiyear sponsorship of the United States Golf Association is the first corporate sponsorship in USGA’s 112-year-history. But Amex’s approach to activating the deal isn’t so new: The company plans to continue its strategy of leveraging properties to offer exclusive benefits to its customers.
     

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    Launch Events: Saturn Shines At Hard Rock Café

    General Motors used a bash at New York City's Hard Rock Café to unveil three Saturn vehicles in concert with the automaker's presence at this week's New York International Auto Show.

    At 10:45 p.m. last Tuesday the night before the show's media preview the Sky roadster was revealed on top of the marquee on the Hard Rock with rock group Camp Freddy (that's Dave Navarro's new band mister) playing up on the roof.

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    College Marketing: Toyota Enlists Art Students To Launch Yaris

    Toyota has "hired" 10 art-school classes to create launch campaigns for its new Yaris subcompact. Other brands have hired college classes to devise youth-focused marketing strategies but Toyota chose art school students because it's seeking credibility among "upbeat indie" consumers.

    Students are creating marketing and promotions campaigns to promote the 2007 Yaris. But the classes were given some unique instructions: Campaigns are not allowed to use actual vehicles.

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    Experiential Marketing Summit: Only 27 Seats Left!

    The 2006 Experiential Marketing Summit is three weeks away. Attendance is up by 30 percent and with only 27 spots left the conference will sell out soon. Reserve your space today!

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    Sponsorship: Visa To Replace MasterCard As FIFA Partner

    Following a long run with MasterCard as sponsor FIFA has signed rival Visa as the property's global payment card partner from 2007 through 2014. MasterCard's sponsorship runs through the end of the year.

    Michael Lynch Visa's senior vp-event and sports marketing told Buzz each of the company's international regions will help dictate how the partnership is activated locally and that in the U.S. the brand will use the soccer platform in part for a big push to Hispanic consumers.

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