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- Title
Challenging conventional approaches to engaging consumers.
- Authors
Watt, Kelvin
- Abstract
Kaelo Worldwide Media believe it is more important what you do with a sponsorship than what you buy. In 2004 Kaelo was involved in bringing Flora into the Comrades Marathon as a top tier sponsor. The various leveraging and activation strategies employed have been some of the most successfully engaging activities used at sporting events in South Africa and have reinforced the Company's philosophy that the future of sponsorship lies in niched engagement and not branding and awareness.
- Subjects
SOUTH Africa; KAELO Worldwide Media Pty. Ltd.; COMRADES Marathon; SPORTS events; SPORTS sponsorship; BRANDING (Marketing)
- Publication
Journal of Sponsorship, 2008, Vol 1, Issue 3, p258
- ISSN
1754-1360
- Publication type
Article