Case Study: Ogilvy Renault and MLSE

Case Study: Ogilvy Renault and MLSE

- Initial partnership: 1yr term for 03/04

- Second partnership: 2yr term for 04/05 to 05/06

- Drivers: Brand exposure and unique hosting

- Measurement: In-arena awareness

- Results:

- Modest awareness increase from 03/04 baseline

- Survived NHL lockout

Background

Case Study: Ogilvy Renault and MLSE

- New CMO and marketing team arrive (March 06)

- Immediate challenge:

- Create a break-through partnership concept around brand awareness + unique experiential programming to drive Ogilvy Renault business

- Target Bay Street

- Measurement:

- RFP increase from 05/06 baseline

- RFP to actual business conversion rate

Background

Case Study: Ogilvy Renault and MLSE

MLSE “brain-storming” session (April 06):

- Sales Team

- Service & Activation Team

- Promotion Department

- Suites Department

- Building Operations Department

- Category “Best Practices”

Background

Case Study: Ogilvy Renault and MLSE

Ogilvy Renault Executive Suites Level

Case Study: Ogilvy Renault and MLSE

Ogilvy Renault Executive Suites Level

Case Study: Ogilvy Renault and MLSE

Ogilvy Renault Executive Suites Level

- Marquee presence within Air Canada Centre for all games and events

- Targeted branding area within our 162 Executive Suites

- Unique hosting opportunities:

- Season “Kick Off” Party and “One-Of-A-Kind” Experiential Programming

- Results:

- National RFP’s increased 148% from 2006 and 2007

- Toronto RFP’s increased 267% from 2006 to 2007

- Overall closing rate increased 25%