A recent Financial Mail article Game For a Challenge by David Furlonger stimulates food for thought in terms of airport advertising and ambush marketing interpretation and opportunities for the flood of international events taking place in 2009 and 2010.
As David says, "The flood of high-profile international sporting events hitting SA is proving irresistible to marketers and advertisers anxious to profit from the enormous publicity and consumer buying potential these events generate." Some businesses have lost the battle already (with costs!)
Is the huge advertising opportunity for corporate brand exposure at the airports around the country (Cape Town International, Oliver Tambo, La Mercy) a legitimate activity for non-participating advertisers who want to capitalise on the influx of millions of influential international potential customers?
"Around the world, major sporting events have been magnets for "ambush marketing" - through which companies exploit sponsored events without paying for the right to do so, either by suggesting an official association or by deliberately intruding on an event. SA will be a paradise for practised ambush marketers over the next 15 months.
The Indian Premier League cricket tournament, the British & Irish Lions rugby tour, the Confederations Cup soccer, the Champions Trophy one-day cricket tournament, England cricket tour of SA. A feast of international exposure, and all of the visitors coming through the airports - a captive market for ingenious advertisers and brandlords
FIFA has trademarked World Cup 2010, South Africa 2010, SA World Cup 2010, SA 2010, ZA 2010, 2010 South Africa, Football World Cup, soccer World Cup, Fifa World Cup, World Cup, 2010 World Cup, 2010 Fifa World Cup South Africa, 2010 Fifa World Cup to protect the rights of their 2010 sponsors
Branding of shadeports and shadenet for construction sites in and around the airports for 2010 is a big opportunity for 2010 sponsors such as Telkom, FNB, Satyam, Anheuser-Busch, Budweiser, McDonald's and MTN. For example all airport shadeports can easily be branded with the logo of 2010 or other sponsors and or the colour of the shadenets coordinated to make a picture seen from the sky by arriving airplanes. Would branding of shadeports by non-sponsors be a way to advertise to all incoming visitors without having to pay a sponsorship fee?
Printed Shadenet Solutions specialise in printing on shadenet and are the only company in South Africa who can print durably on the various colours of shadenets. Shadenet can also be manufactured to a specific height and colour for the corporate brands and printed with their logo. Brands could choose a theme colour for all shadenet around the new La Mercy Airport that ties in with their ad campaign and it can be made to a close pantone match and printed with the sponsor message.
Fence-height customised and printed shadenet has been made for construction companies like Grinaker-LTA, Haw and Inglis, NMC, GVK, and many well known brands such as Cell C, Vodacom, Billabong, VW
Printed shadenet is very economical and easy to rig, and can cover large areas at a fraction of the cost of printed PVC.
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