New research highlights immense public appetite for the UEFA Euro 2012 and The Olympic and Paralympic Games in London

Lucien Boyer, Global CEO & President of Havas Sports & Entertainment, the world’s leading brand engagement network, with 36 offices across 20 countries, commented:

“The key outtake from this research is that despite the difficult economic conditions people are prioritizing spending on sport as its popularity remains sky high. To capitalize on this trend our aim is to help brands develop integrated campaigns at both a global and local level, in PR, social media and experiential activity backed by cutting-edge research.

“Our experience working with six Euro 2012 partners, which includes adidas, Hyundai, KIA, Castrol, The Coca-Cola Company, and Orange, and more than 10 London 2012 sponsors is that the most effective campaigns will tap into the excitement and passion of the sports event and create added-value experiences that encourage consumer interaction and a deeper engagement with the sponsorship.”

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