Czternastokrotny – sięgający 100 mln zł – zwrot inwestycji, gwarancja obecności na dwustu prestiżowych imprezach rocznie, dotarcie bezpośrednio do pół miliona potencjalnych i sprecyzowanych klientów, a pośrednio – do około sześciu milionów odbiorców, jednak przede wszystkim –silne i długotrwałe skojarzenie z obiektem w świadomości publicznej. To wybrane korzyści dla nabywcy praw do nazwy Centrum EXPO XXI.
Naming rights to długofalowa inwestycja w budowę wizerunku, która przynosi zarówno zyski finansowe, jak i korzyści niematerialne, głównie poprzez zakorzenienie się marki w świadomości ludzi. W przypadku warszawskiego Centrum istotną zaletę stanowi fakt, że przyszły sponsor zyska możliwość nazwania obiektu po raz pierwszy, co wzmacnia efekt powiązania hali z jego marką.
Sponsorowi tytularnemu przysługuje prawo do określenia dokładnej nazwy obiektu, logotypu i systemu identyfikacji wizualnej. Olbrzymie szanse promocyjne daje gwarancja ekspozycji medialnej marki sponsora tytularnego i publicity podczas organizowanych w Centrum EXPO XXI wydarzeń – najemcy mają obowiązek używania oficjalnej nazwy obiektu we wszystkich materiałach dotyczących organizowanego wydarzenia. Sponsor zyskuje prawo do wszystkich promujących go ekspozycji, fizycznie znajdujących się wewnątrz i na zewnątrz obiektu, a także – do wykorzystania wizerunku Centrum EXPO XXI w swoich kampaniach marketingowych. Ponadto z elementami marki sponsora może zostać zintegrowana oficjalna strona internetowa Centrum EXPO XXI, zarówno w zakresie nazwy, jak i charakterystycznych elementów graficznych.
Inna grupa korzyści to tzw. „prawa gospodarza”, obejmujące pulę wejściówek na wybrane imprezy, przeznaczonych dla firmy i otwartą strefę sponsora, czyli możliwość uzyskania określonej powierzchni reklamowej podczas otwartych imprez, odbywających się w obiekcie oraz możliwość organizacji własnych eventów.
„Centrum EXPO XXI to miejsce, które daje niepowtarzalne w Polsce i konkurencyjne w Europie szanse adaptacji i wykorzystania dostępnej przestrzeni, zarówno jeśli chodzi o organizację prestiżowych bankietów czy gal, jak i targów branżowych czy konferencji. Potencjał przestrzeni i swego rodzaju magia, wynikająca z wykorzystania kreatywności i sztuki aranżacji, które pozwalają oczarować gości i wprowadzić ich w określony klimat to główne wyróżniki, wpływające na atrakcyjność obiektu. To na nich budujemy markę Centrum EXPO XXI i to te atrybuty będzie mógł wykorzystać przyszły sponsor tytularny w budowaniu własnego brandu.”, powiedziała Żaneta Berus, dyrektor zarządzający Centrum EXPO XXI.
Obecnie trwają poszukiwania sponsora tytularnego obiektu. O jego wyborze zadecyduje atrakcyjność propozycji składanych przez oferentów. Kontrakt na naming rights obiektu będzie podpisany na minimum trzy lata, jednak przy podpisywaniu umowy przyszły sponsor może zagwarantować sobie dłuższy czas na ekspozycję marki w nazwie EXPO XXI. Wyceną oraz procesem sprzedaży nazwy dla Centrum EXPO XXI zajmuje się firma Ciszewski Marketing Sportowy, która opracowała już wyceny i zaplanowała sprzedaż naming rights dla takich obiektów, jak Arena Łódź (obecnie Atlas Arena) i Centrum Widowiskowo-Sportowe „Hala Centrum” w Dąbrowie Górniczej.
Centrum EXPO XXI to jeden z największych i najnowocześniejszych tego typu obiektów w Warszawie, wicelider wśród obiektów wystawienniczych w Polsce pod względem liczby zwiedzających i wystawców. Rocznie podejmuje pod swoim dachem ponad pół miliona gości i ponad pięć tysięcy wystawców z całego świata. Obiekt zlokalizowany w centrum Warszawy, z niezliczonymi możliwościami adaptacyjnymi, o nowoczesnej architekturze i infrastrukturze. Podczas mistrzostw Europy w piłce nożnej w 2012 roku, Centrum EXPO XXI przemieni się w największą redakcję na świecie – Międzynarodowe Centrum Nadawcze dla Dziennikarzy.
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