Best Use of Affinity Marketing
The winning entry with a Silver Award was ‘Havana Rakatan Sponsorship’, by Orchestra for Journey Latin America.
By sponsoring the Havana Rakatan Cuban dance performance at Sadlers Wells, Journey Latin America was able to reach its target demographic.
The reciprocal arrangements gave Journey Latin America a presence at all of Havana Rakatan’s performances. In return Journey Latin America advertised and publicised Saddlers Wells at travel exhibitions and on its website.
The result was a 10% increase in brand awareness and word of mouth recommendations.
