Największy i najnowocześniejszy obiekt wystawienniczo – konferencyjny w Warszawie, Centrum EXPO XXI wystawia na sprzedaż swoje prawa do nazwy. Kto zostanie sponsorem tytularnym Centrum EXPO XXI okaże się po przedłożeniu propozycji przez oferentów, z których najlepsza zadecyduje o wyborze sponsora. Cena wyjściowa została oszacowana przez specjalistów. Naming rights do obiektu będą obowiązywały minimum trzy lata, jednak przy podpisywaniu umowy przyszły sponsor może zagwarantować sobie dłuższy czas na ekspozycję marki w nazwie EXPO XXI.
Centrum EXPO XXI to potencjał przestrzeni o powierzchni 17 tys. m2 . Centrum jest świadkiem prestiżowych wydarzeń europejskich i ogólnopolskich. To jeden z liderów wśród obiektów wystawienniczych w Polsce pod względem liczby zwiedzających i wystawców. Rocznie podejmuje pod swoim dachem 510 000 gości i 5 500 wystawców z całego świata. Obiekt z niezliczonymi możliwościami adaptacyjnymi, nowoczesną architekturą, infrastrukturą i starannością wykończenia. Zlokalizowany w samym środku Warszawy – centrum życia politycznego, mediowego i biznesowego.
Prawa do nazwy Centrum EXPO XXI, zwane naming rights, otwierają nową przestrzeń możliwości dla marketerów z całego świata. Poprzez ogrom prestiżowych wydarzeń (217 rocznie) obiekt tworzy zintegrowaną platformę marketingową, która daje niezliczoną ilość form promocji. To jednocześnie rodzaj inwestycji, który podnosi prestiż partnera tytularnego i potrafi przynieść nawet 14-krotny zysk z inwestycji.
Wyceną oraz procesem sprzedaży nazwy dla Centrum EXPO zajmuje się Ciszewski Marketing Sportowy, który opracował już wyceny i zaplanował sprzedaż Naming Rights dla takich obiektów jak Arena Łódź (obecnie Atlas Arena) i Centrum Widowiskowo-Sportowe „Hala Centrum” w Dąbrowie Górniczej.
„Opracowane przez nas strategie naming rights pozwalają budować markę sponsora tytularnego w nowoczesny sposób i maksymalnie wykorzystać jej potencjał. Naming rights to bowiem zupełnie nowe na rynku polskim podejście do komunikacji marketingowej, które łączy elementy public relations, sponsoringu oraz promocję sprzedaży. Narzędzie to jest długofalową inwestycją w budowę wizerunku, która przynosi korzyści zarówno finansowe, jak i niematerialne, głównie poprzez zakorzenienia się marki w świadomości ludzi.” mówi Wojciech Majeran z Ciszewski Marketing Sportowy, ekspert w dziedzinie Naming Rights.
Do dyspozycji wybranego Partnera Tytularnego Centrum EXPO XXI będzie prawo do nadania obiektowi nowej oficjalnej nazwy, oznakowania obiektu na zewnątrz i wewnątrz oraz do wykorzystywania obiektu do prowadzenia własnych działań wizerunkowych i promocyjnych.
„Partnerowi tytularnemu pragniemy przekazać zintegrowaną platformę marketingową opartą o centrum wydarzeń targowych i konferencyjnych oraz wypracowany przez wiele lat doświadczeń wizerunek miejsca profesjonalnego, unikatowego i nowoczesnego. Zgodnie z wyliczeniami CMS obiekt daje możliwość uzyskania 6 milionów bezpośrednich kontaktów marki z potencjalnymi klientami. To mocny argument, a my jesteśmy otwarci i chętni do owocnej współpracy” – mówi Żaneta Berus, dyrektor zarządzająca Centrum EXPO XXI. „Jeszcze w tym roku pragniemy znaleźć partnera, który dzięki współpracy z nami wzmocni swój wizerunek i prestiż. Wiemy, że sukces w biznesie można odnieść poprzez pełną emocji komunikację z klientem. Zajmujemy się tym od wielu lat. Z tą wiedzą i doświadczeniem zadbamy, by strategiczny partner był w „centrum uwagi.”
Centrum EXPO XXI to pierwszy nie związany bezpośrednio ze sportem obiekt w Polsce, który wystawił na sprzedaż prawa do swojej nazwy. Dotychczas proces Naming Rights zakończyły Atlas Arena w Łodzi i PGE Arena w Gdańsku.
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