"Cultural collusion is collaboration between a brand and an arts institution built around mutually beneficial themes."
Ran Reeves, creative director, Shine Communications
PR Week, 22 June 2007, pg 26
Sunday 6 January 2008
Statistics
The TeManatu Taonga Ministry for Culture & Heritage in New Zealand conducted a survey of 70 businesses to analyze their activity of cultural sponsorship over the course of three years. The study took place during the financial years of 1996-97, 1997-98, and 1998-99. Below are some of the highlights from the survey.
* Of the 70 business surveyed 58 (63%) provided some cultural sponsorship during the three financial years.
* Top 2 reasons for cultural sponsorship
1. Increasing Brand Awareness 62%
2. Reach a particular market segment 60%
* The performing arts were the activities to which the greatest number of businesses felt they might contribute in the following three years.
Informations from: Te Manatu Taonga Ministry for Culture & Heritage
Survey of Sponsorship of Cultural Events and Activities
http://www.mch.govt.nz/publications/sponsorship/3.html
* Of the 70 business surveyed 58 (63%) provided some cultural sponsorship during the three financial years.
* Top 2 reasons for cultural sponsorship
1. Increasing Brand Awareness 62%
2. Reach a particular market segment 60%
* The performing arts were the activities to which the greatest number of businesses felt they might contribute in the following three years.
Informations from: Te Manatu Taonga Ministry for Culture & Heritage
Survey of Sponsorship of Cultural Events and Activities
http://www.mch.govt.nz/publications/sponsorship/3.html
Cartier
The Paris based jewelry brand, Cartier, generated publicity by sponsoring cultural events in an effort to increase sales.
Due to the economic downturn after the September 11th terrorist attacks, sales of Cartier jewelry decreased. However, Cartier responded by expanding its business globally with the opening of dozens of new stores worldwide. The brand gained publicity by sponsoring cultural events. In China, Cartier exhibited its jewelry in the Shanghai museum. In Paris, the brand displayed “a carved –ice model of its flagship Paris store at an ice festival in the Chinese city of Harbin.”
Cartier also turned its store openings into medial events by inviting prominent celebrities. They also chose New York Fashion Week in 2006 to launch a new jewelry line.
The Results:
*Media coverage at store openings
* Overall increase of 15% in jewelry sales and 22% in watch sales in 2005.
Due to the economic downturn after the September 11th terrorist attacks, sales of Cartier jewelry decreased. However, Cartier responded by expanding its business globally with the opening of dozens of new stores worldwide. The brand gained publicity by sponsoring cultural events. In China, Cartier exhibited its jewelry in the Shanghai museum. In Paris, the brand displayed “a carved –ice model of its flagship Paris store at an ice festival in the Chinese city of Harbin.”
Cartier also turned its store openings into medial events by inviting prominent celebrities. They also chose New York Fashion Week in 2006 to launch a new jewelry line.
The Results:
*Media coverage at store openings
* Overall increase of 15% in jewelry sales and 22% in watch sales in 2005.
Information from: Business Week Online Article
Cartier Taps Culture to Polish Its Brand
By Carol Matlack, August 9, 2006, Europe
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