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 Business Challenge
The opportunity to sponsor the 2003/04 Beach Volleyball Tour gave Toyota Australia the perfect medium to promote its new “beefed up” Rav4. With only eight days to pull together the sponsorship program, Toyota needed to partner with a marketing firm that could leverage the sponsorship to its maximum potential. The sponsorship covered five events, held in New South Wales, Victoria and Queensland.
Sense Marketing Solution
Sense Marketing developed a detailed Sponsorship Management Plan. Our greatest challenge was to coordinate the many internal departments within Toyota, and the numerous external suppliers, to ensure the sponsorship was integrated. We managed the delivery of public relations, promotions, strategy, advertising, media and sales.
Key Results
The key outcomes from the sponsorship included:
- Toyota said it was one of the most successfully integrated marketing sponsorships undertaken
- Over 1,500 prospect names were collected from the Tour via the consumer competition
- The lead generation data revealed the crowd demographics were in line with the Rav4 target audience
- Dealers reported a pleasing number of leads generated from each event, with all dealers requesting greater involvement in 2004/05
- Celebrity athlete visits were arranged for all dealers using Kerri Pottharst and Nicole Sanderson
- The VIP hospitality provided an opportunity to deepen relationships with key customers and industry commentators
- Event signage and displays were extremely prominent and effective
- Media exposure was broad, and it was greatly enhanced by Kerri Pottharst wearing Toyota branded caps and tattoos, as well as the official beach volleyball Toyota branded uniform
- The cost of leveraging the sponsorship was delivered within budget
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