Weekly Insights: Using a Sponsorship to Entertain

Let’s face it – far too many sponsorships lack imagination and creativity. But here’s one that was outside the box … or should I say “diamond”?

Emirates Airlines thought about how they could connect with the audience at a baseball game, so they brought their cabin crew out on the field before the game. Watch the video below to see what they did and how the audience responded.

How can you start by thinking audience-first and build your sponsorships around the audience experience? Please share your thoughts in the comments below.

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Marlys Arnold

With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights blog/podcast, and is the author of Build a Better Trade Show Image, the Exhibitor Education Manifesto, and the ExhibitorEd Success System. Exhibit Design That Works (the first book in the YES: Your Exhibit Success series) debuted in July 2017. She’s also the founder of the Exhibit Marketers Café, an online education community.

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