We wrote back in June about the great activation by Aviva in multiple magazines – taking their sponsorship of Dee Caffari to a wider audience. This month’s Yachting World magazine features a Guide to the Vendee Globe, presented by Aviva with content and advertising designed to maximise the recall of the brand amongst the 30 competitors.
Its good to see that the days of putting the sponsor’s name on the side of the boat are being replaced with a more professional attitude towards getting real return on investment. With 3.5 million euros tied up in the boat, the campaign has to deliver a lot of ‘equivalent media value’ for the numbers to work.
It helps that Dee Caffari is highly marketable. She has a good story and is media savvy, helping her sponsors to build marketing materials that engage a wider audience.