Hyundai shifting A-League focus to fans
Korean motor vehicle manufacturer Hyundai has provided some insight into its naming rights sponsorship of the A-League heading into the competition’s second season.
The senior manager marketing for Hyundai Australia, Alex Pinsuti, said that the first year of the arrangement was a success and had confirmed that sponsorship was very much about developing a long-term partnership and having a long-term strategy.
He said that you simply did not get instant rewards from sponsorship and that, as such, the company had developed a multi-year strategy for its involvement with the competition.
Pinsuti said that the year one objective was to ensure the success of the competition. The company had worked closely with Football Federation Australia on several marketing initiatives to promote the new league. He said that the first year was very much about introducing the brand to the football community and building awareness of the Hyundai brand’s link to the competition in Australia.
Moving into year two, Pinsuti said its sponsorship would involve the development of closer relationships with A-League supporters, in that the company wanted to interact more and introduce its product range to the A-League fan base.
He commented that while year one was all about developing the Hyundai brand, which had been successful, year two would see the company take its relationship with the fan to the next level and encourage them to take a closer look at Hyundai vehicles. He said that the company wanted to connect with people and point out that Hyundai was the brand that supported their game, both locally and internationally.
Pinsuti said that the tag line it had developed in Australia — “where there is life there is football, and where there is football there is Hyundai” — really summed up the alignment the company wanted with the sport and its followers.
© pando Publishing 2006
Member receives humanitarian award
The Australian Lions Foundation has recognised the efforts of AMI member Bob Crawshaw, who has helped more than 60 volunteer organisations in the past three years.
The foundation presented its prestigious Ian Stockdale Award for Humanitarian Services to Crawshaw, of Canberra’s Maine Street Marketing, for providing marketing support to community groups.
Since 2003, Crawshaw has run free marketing workshops for not-for-profit organisations to help them promote their work. Crawshaw said: “The workshops, provided under the Lions banner, offer a service many local groups could not otherwise afford.”
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The AMI offers members the opportunity to list ‘positions vacant’ and ‘positions wanted’ advertisements on its website. This service is free of charge, and offers the opportunity to get your advertisement in front of a qualified audience. Further details can be found on the job opportunities page of the website by clicking here.
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