Waterfront Entertainment Marketing connected LG and 3 Mobile with the national Gwen Stefani “The Sweet Escape” tour as the major sponsors. The main goals of this campaign were:
- To dramatically increase LG and 3 Mobile’s acceptance and profile in the market.
- Provide increased consumer awareness and exposure.
- To drive sales and awareness of LG’s new ‘Shine’ mobile telephone and 3 Mobile’s multimedia content. In particular, the new range of webisodes and wallpaper.
Waterfront developed a strong marketing platform using the key benefits from the tour to help LG and 3 Mobile to achieve the above objectives. LG and 3 Mobile were provided naming rights, branding, tickets, meet and greets along with a strategic marketing plan to optimize their brand awareness. By becoming the major sponsors, LG and 3 Mobile were given opportunities to maximise their awareness via running promotions at the venues and gaining exclusive access achieving cut through to a cluttered retail environment.
