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The Handout Spotlight

The Cowbell

A major automotive company approached us with a twofold challenge. They wanted to expand their brand exposure in a local market by participating in a local event. They had chosen to sponsor two local stops on the US Pro Cycling Tour for this new expansion plan. However, they were concerned that their brand would be lost in the sea of promotion involved in the event. How could they make a splash and ensure that their involvement was noted, while simultaneously preserving the integrity of the event?

Our Approach

Wellington’s gifts department put their heads together and assembled a promotional bag filled with race-related products. At the event, 8,000 of these promotional bags were handed out to spectators at the start/finish line. But distribution of the bags didn’t attract all the attention; it was what was inside the bags that caused a commotion. Each promotional bag included a clangy cowbell, which spectators could use to cheer for their favorite cycling team in a unique and noisy way. Also included were large red or blue foam fingers, which could be used with the cowbells to show support for the teams.

The Results

Participants and spectators watching the US Pro Cycling Tour when it made stops in Trenton, NJ and Philadelphia, PA couldn’t help but notice the involvement of our client as a corporate sponsor. The novelty of these giveaways ensured their effectiveness while blending seamlessly into the event at which they were distributed. The cowbells were the talk of the town, and our client was able to make the splash they were after in a new, local market.

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