Wine Making
|
|
Synergy Integrated Marketing - Winning solutions
   
|
Concrete Countertops
The Advantages and Disadvantages of Concrete Countertops
There are advantages and disadvantages in regards to all of the available materials for .....
The Advantages and Disadvantages of Concrete Countertops
There are advantages and disadvantages in regards to all of the available materials for .....
Synergy Integrated Marketing
FROM THE ART EXHIBITION TO THE TASTE OF SENSATIONS - AND VICE
VERSA
When the Museum of Finnish Art, Ateneum ( since 1887 ) gave me
the assignment to create and execute the 'Marketing
Communication Concept' and to find financing for the outstanding
art exhibition of the works of the national artist, Akseli
Gallen-Kallela ( AGK 1865-1931 ), I called Valio (*) and asked;
What comes into your mind of the following; 'The original,
inborn Finn, where international expert knowledge and high
quality are connected'. The answer was; 'The corporate image of
Valio' ( and AGK ). In just a couple of days, Valio Ltd. decided
to sign a contract as the major sponsor of the exhibition.
Out from the common set of values, I created a concept, which
Odd Fact Or Oxymoron: Learning How To Cook Will Help You Drop A Few Pounds And Gain A Few Friends
Finding simple ways to reduce my waistline is always a personal objective. I am by no means a health expert, and I have not always been too concerned with what I put into my body. But as I get a .....
idea was to improve 'Wine & Cheese Culture' in FinnishFinding simple ways to reduce my waistline is always a personal objective. I am by no means a health expert, and I have not always been too concerned with what I put into my body. But as I get a .....
restaurants. The starting points were an original lunch order
signed by AGK found from the archieves of restaurant Knig (
since 1892 ) in Helsinki, and the art-work; 'After the Opera
Ball'. The art-work expresses a restaurant milieu in Paris in
the turn of the millennium. With a little bit of imagination, a
piece of cheese and a wine decanter can be found on the table of
the restaurant.
The co-sponsors
In addition to Valio Ltd. and its premium brand, Mustaleima
Emmenthal ( cheese ), Mouton Cadet vintage wine, Moet Chandon (
champagne ) and Center-Inn - a major chain of high-class
restaurants in the surrounding of Ateneum, in Helsinki - was
connected into the communication concept as co-sponsors. The
estimation of " door-openings " into the restaurants was 400 000
during the 100 days period of the exhibition. The media sponsors
were Ilta-Sanomat ( daily newspaper ), Classic FM and Maximedia
( JCdeceaux Finland - outdoor billboards ).
From the common set of values and target groups into a bilateral
co-operation between the parties
Along with the execution of the concept, the restaurants became
an effective and important communication channel and a meeting
place. The media sponsors activated furthermore the
interactivity between the sponsors and the public, and gave
strength to their own corporate and product images at the same
time. The values, art-works and the theme of communication was
utilised in the corporate, product and service marketing &
advertising of the sponsors. The products of the sponsors -
wine, cheese and champagne - was served and promoted in the
opening seremony of the exhibition and in several corporate
events organized in the museum and in the restaurants.
Vice Versa
Akseli Gallen-Kallela menu-tablets were designed onto the tables
of restaurants consisting of the AKG-menu and exhibition facts
to direct the restaurant customers to the exhibition. A small
broschyre was created as the ticket of admission, represting the
AGK-menu and to promote the services and products of the
sponsors. The broschyre was forwarded to the guests from the
museum box-offices to direct the guests to the restaurants (
picture: Knig and AGK BilBol -poster on the wall ). The
restaurant offered an AKG cheese-plate and wine to a very
reasonable price together with the other sponsors. The
waiters/waitresses were briefed in the facts of the exhibition
and the sponsorship concept to discuss the case with their
customers.
Execution of the program
The corporate and product labels were connected in all
advertising ( print, radio and outdoor ), materials, cataloges,
posters, tablets and broschyres, which were visually based on
the art works of AGK and the facts of the exhibition and museum.
The cheese experts of Valio and the chefs de cuisine of the
restaurants co-operated in creating delicous portions based on
cheese. Alakari Wines Ltd. ( importer of wineproducts ) got its
products on the winelists of the restaurants.
The restaurants executed a promotion, by dealing out promotional
coupons from the box-offices, and motivated the guests to return
the coupons to the restaurants ( a weekend for two persons to
Louvre, Paris ). The feedback was 35 000 returned coupons.
During the 100 days period, the sales of the restaurants
increased more than ever before.
Great media coverage
The media published a huge amount of articles and news stories
Are My Grapes Ready To Harvest?
Jim Bruce of Rist Canyon Vineyards discusses the factors involved in how to determine whether your grapes are ripe and ready for .....
of the exhibition and the marketing concept. Typical titlesJim Bruce of Rist Canyon Vineyards discusses the factors involved in how to determine whether your grapes are ripe and ready for .....
were; ' From the Art Exhibition to the Taste of Sensations' and
' Akseli Gallen-Kallela can be met even on menus '.
The succes
Together with its sponsors, Ateneum succeeded to make the public
record of all times with 195 677 guest, which is still the
Finnish record of art exhibitions. The exhibition was open to
the public for 100 days and the feedback was in every way "
quite " good.
About the author:
Marketing professional born in 1958. Specialized in Synergy
Integrated Marketin, in unconventional marketing areas, such as
co-marketing and communication, sponsorship, cause related- and
event marketing.