Nissan Inks Integrated Sponsorship Deal With an Entire City
Posted by iTVX Staff on 20th August 2007
IF ONE PITCHES CATEGORY-EXCLUSIVE PROPERTY ownership to marketers, they are likely to imagine real estate of the electronic variety: sole category sponsorship of a sports broadcast, maybe? Or how about a Ford-style “ownership” of a show like “24″?
If Clear Channel Branded Cities’ idea becomes the new platform for urban advertising and grassroots marketing, property “ownership” may mean property–the real kind. The first example of the strategy will open for business this fall.
Westgate City Center, developed by The Ellman Companies, is an $850 million development on 223 acres near Glendale, Arizona. In addition to work, commerce and recreational projects bundled together, the city will include 2,200 condos, and is located near two major sports venues. David Groff, president of Westgate Entertainment and Sports, says the city projects 22 million visitors annually for cultural, commerce and sports events.
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