Hovis activate sponsorship with Victoria Pendleton
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Hovis’ use of Victoria Pendleton isn’t ambush marketing but clever use of sports marketing and sponsorship; a timely association with an Olympic athlete that is widely supported on pack and via marketing. It seems to sail close to the ambush guidelines without contravening them – particularly as there is no LOCOG sponsor in this category. This sponsorship is good for Hovis as it is a cost effective, timely and engaging association and is great for cycling as it promotes the sport.
Hovis is already activating well but to ensure this initiative really makes an impact it now needs to broaden its association by fully activating both internally and externally and further engaging its target audience through all channels. This will take the sponsorship from being a clever association and move it beyond just a ‘sponsor an athlete, put on pack, push healthy lifestyle’ campaign. In doing so Hovis will differentiate its campaign from other non-sponsor activity and create a more impactful sponsorship with far broader benefits.
NW