... raised from any co-sponsorship deal will be put back in to advertising the market. .... www.facebook.com/SotonCC/ -
Southampton Christmas Festival Market Co-sponsor advertising packages 2016
About the festival Southampton’s Christmas festival is an annual market which takes place in the precinct area in the high street of Southampton city centre. The event runs from Saturday 12 November - Friday 23 December 2016 and coincides with the turning on of the Christmas lights. The market features ‘chalets’ selling goods and food. There are also two bar areas where customers can enjoy a drink as well as a small stage area with daily entertainment with musicians and singers performing. Chalet opening hours: 10am - 8pm Bar opening hours: 10am - 10pm One of the main features of the market are the twice daily ‘flying Santa’ shows, which draw large crowds. After each flying Santa show the on-site advent calendar is opened, with sweets given out to children. The market is run by the German company Wela, on behalf of Southampton City Council.
SOME FIGURES FROM LAST YEAR
The market had over
1 million
Out of 500 people surveyed locally… Over 2/3rd said they had visited the X-mas market. With 1/5th of them saying they had specifically travelled to the city to visit the market.
Over 63%
visitors in 2015
Over 37% of those made a purchase, with
58% buying food, 49% a drink and
33% buying items from a stall
of those who visited
said they thought the ‘Flying Santa’ show was ‘Good’ or ‘Excellent’
Over 62%
of those who made a purchase spent between £5 and £20
Sponsorship opportunities
We would like to identify a partner organisation to co-sponsor the Christmas market. There are considerable benefits for any co-sponsor, outlined in the 3 levels of sponsorship package detailed below. The additional revenue raised from any co-sponsorship deal will be put back in to advertising the market.
Gold sponsorship package: £10,500 Use of a fully branded chalet for the duration of the Christmas market - 12 Nov – 23 Dec to be used to sell goods and / or services / membership sign ups etc. To give an idea of the value this package offers, a display space booked in the precinct for 42 days during the year would cost over £12k. NB: The chalet has to be open for the duration of the market, Mon-Sun and from 10am to 8pm every day. On-site marketing opportunities: Co-branding on the Advent Calendar Co-branding on Santa’s Sleigh Co-branding on the stage Co-branding on all flyers in the chalets / bar Sponsors branding will appear on the partition walls in between the chalets
COMMERCIAL RADIO PARTNER • There will be the opportunity for a ‘sponsored by’ message at the end of the radio advert. • £5000 radio advertising campaign booked with our partner radio stations ‘Sam and the Breeze fm’. They will make an event out of the launch of the festival and will run 2 competitions to help drive interest in the market. They will organise weekly broadcasts from the X-mas festival, featuring interactive content. There will be content on their news articles relating to the market. A schedule of radio advertisements will be implemented to cover a six week period, commencing 12 Nov running to 23 Dec. There will also be an online presence for the festival on their websites www.samfm.co.uk/southcoast/ and www.thebreeze.com/southampton/ and their social media channels. • 52 x 30 second adverts a week over a six week period (6 weeks on Breeze and 3 weeks on Sam), and will reach:- Sam Solent - 188,484 delivering 633,342 impacts and Breeze South:Reach -92,600 delivering 493,811 impacts. Also 180 x 10 second trailers over the 6 weeks.
ADDITIONAL COMMERCIAL RADIO ADVERTISING CAMPAIGN: • There will be the opportunity for a ‘sponsored by’ message at the end of the radio advert. • £3000 2 week radio advertising campaign booked with Wave105 fm’. 50 commercials over 14 days This will offer a reach of 307,184 with an average of 4.43 OTH giving a potential 1,362,259 impacts.
There is the opportunity for co-branding on bus campaign artwork. • £5000 regional bus advertising campaign booked, focused on bus depots that operate bus routes that cover the city and also a 50 mile radius of the city centre. • 4 week campaign, commencing 14th November running through to 11th December. (40 advertising boards – 15 buses running out of the Fareham depot, 15 buses running out of the Bournemouth depot and 10 buses running out of Winchester.) • This will reach a potential 282,892 with 1,230,420 opportunities to see an advert NB: Cut off date for artwork is 1st October 2016
JC Decaux 6 sheet poster sites: • Sponsors logo to be included on all poster sites • 43 JC Decaux sites around the city. 42 x static 6 sheet size sites and 1 x large column. Posting dates: 8 Nov – 22 Nov These panels reach 385,600 people in two weeks offering 1,272,500 OTS. NB: Artwork deadline date 11 Oct
Leaflet distribution: • 20 000 leaflets to be distributed via direct mailing in the SO14 to SO19 postcode area • Sponsors logo to be included on all leaflets Print: • Press releases to be sent out to all print publications which operate in a 50 mile radius of the city. • Print advertising spend - £4k – As a sponsor you will receive co-branding on paid for print and online advertising in four key local newspapers. Reach= 100,000> Print publications: Southampton Echo, Bournemouth Echo, Hampshire Chronicle, Mid/West Hants Observers E mail marketing: • Co-branding on Southampton City Council’s dedicated Christmas market e-alert which will be sent to over 23,000 local subscribers. • Co branding on an e-alert header, which will be used on all other Southampton City Council e-alerts (106,000 total subscribers) over a 6 week period. With an average of 10 e-alerts sent per week, this will offer a potential average reach of 367,588. Web based advertising: Co-branding of the SCC homepage web banner www.southampton.gov.uk which has an average of 83,300 monthly visitors www.discoversouthampton.co.uk/events/southampton-christmas-festival-6424 Sponsor will be mentioned on the specific event page, with a link to your website. 1,703,327 unique page views in last 12 months to the Discover website (May 2015 – May 2016). Events team manages ‘Events’ and ‘Visit’ section which accounted for 1,369,058 unique page views. Co-branding on all social media channel posts www.facebook.com/XmasSouthampton/ 3,300+ likes www.facebook.com/SotonCC/ - SCC Facebook page has 5100k+ likes (activity will include 3 paid for posts totalling £500, reaching around 50k) twitter.com/XmasSouthampton 339 followers twitter.com/SouthamptonCC (25k + followers) and twitter.com/sotonevents (30k + followers) www.linkedin.com/company/southampton-city-council (2500 followers)
Silver sponsorship package: £6,500 All details as per the Gold level package, with the exclusion of the use of a Christmas chalet at the market.
Bronze sponsorship package: £3,500 All details as per the Gold level package, with the exclusion of the use of a Christmas chalet at the market and the co-sponsor message on the two week Wave 105fm advertising campaign.
