Sunday, 8 April 2012

Dual sponsorship

I've noticed that several companies have developed a clever dual sponsorship approach to sponsoring charities whereby two charities are sponsored: one for social benefit (e.g. humanitarian aid) and one for cultural benefit (e.g. an art gallery). The company uses the advertising space afforded by the cultural events (e.g. space on the art gallery flyers) to promote and raise funds for its social cause rather than the company (although with the company logo displayed). As such, the company's brand and products are not directly promoted, which is likely to be a more successful approach dealing with an advertising-jaded audience, and may work on a subconscious level.

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