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Global Sports Marketing – Strategy and Program Activation

Abbott

 

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THE CHALLENGE

Develop a global sponsorship marketing strategy as a component of Abbott’s overall brand marketing campaign that targeted:

  • The core consumer demographic
  • Aligned with the brand positioning
  • Scalable globally, regionally, and locally
  • Engaged employees

 

 

 THE SOLUTION

After an extensive research process featuring interviews with key stakeholders throughout the company, TSMGI proposed and developed a global sports marketing strategy that focused on an endurance sports platform. Specifically, sponsorships of marathons in high-profile cities.

As recommended, Abbott became the first ever title sponsor of the Abbott World Marathon Majors, the organization that oversees the Boston, Berlin, Chicago, London, New York, and Tokyo Marathons.

As a result of developing an effective strategy, TSMGI became Abbott’s sports marketing AOR. In this role, TSMGI leads:

  • The strategy, development and execution of the Abbott World Marathon Majors series sponsorship
  • The six individual race sponsorships
  • A sponsorship with the Great Wall Marathon held near Beijing
  • The cross-agency integration with the following disciplines
    • Advertising/creative
    • Media buying
    • Digital and social media
    • Internal and external brand communications
    • Exhibit production
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