Aeroflot
and Manchester United

Aeroflot/2013

Problem

To develop a sponsorship strategy within Manchester United Football Club tender to be entitled to make a long-term sponsorship contract among leading air companies. To activate Manchester United Football Club sponsorship rights to announce the partnership. To expose English Premier League trophy.

Solution

Together with Havas Sports & Entertainment, we developed a framework for optimal filling of the sponsorship package. We provided the customer with massive support on six European and Asian markets and successfully promoted transit flights from London to Tokyo connected through Moscow.

The visual materials featuring three footballers were disposed on 150 British cabs, outdoor advertising and print media. Besides external branding, the inside space of cabs was also engaged: information was placed on the seat backs. Furthermore, after paying for the journey, the passenger received a branded receipt specifying the date and the cost of the trip.

The agency organized advertising campaigns with a similar message in other countries, such as France, Germany, China, Japan and South Korea. The main advertising mediums were means of out-of-home advertising that are large-sized outdoor surfaces and airport constructions.

The first exposition of English Premier League trophy in Russia that took place in the central office of Aeroflot was organized on a turn-key basis, including event announcement, production of all materials, in situ work and social net contest holding.

Event Results

2000

Visitors

500

Honourable mentions

150

Contestants

The solemn ceremony occurred at Old Trafford stadium with the participation of CEO of Aeroflot Vitaly Saveliev, Commercial Director of Manchester United Richard Arnold, manager of Manchester United David Moyes and players of the team.

This event received a wide positive coverage in the world mass media (including CNBC, Reuters, The Times, CNN, Financial Times), more than 350 articles in 32 countries were published.

Campaign Results

On 8 July 2013, Aeroflot became official air carrier for Manchester United F.C.
A sponsorship contract for 5 years was made.
During the first year of cooperation, ridership Europe-Asia increased by 17%.

Media

In 2013, Aeroflot became official air carrier for Manchester United F.C. and ran an advertising campaign in Great Britain. Its organizer was ArenaMagicBox of Havas Group who aimed at promoting of Aeroflot transit flights from Great Britain to Asia connected through Moscow.

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