For the past three months, BKV has taken the lead on marketing activities for client Armed Forces Insurance’s sponsorship of the Bell Helicopter Armed Forces Bowl.
This exclusive partnership, which is contracted for three years, included three important roles for AFI: the co-presenting Partner of the Team Kickoff Luncheon, the title Partner of the Armed Forces Adventure Area (a two-day event located outside the stadium’s front entrance that helped fans learn more about the U. S. Armed Forces), and the presenting Partner of the 2008 Great American Patriot Award. The AFI logo appeared on the 25-yard line of the Bowl, which took place on New Year’s Eve in Fort Worth, Texas, at TCU’s Amon G. Carter stadium.
The marketing of AFI’s sponsorship was a huge endeavor. Just a few of the many activities executed by BKV included a 30-second TV spot for ESPN; a radio spot aired on ESPN and the Armed Forces Radio Network; a full-page ad for the souvenir program; a booth in the Adventure Area; a media kit available for press at the event, as well as a series of news releases distributed beforehand; and newsletter articles for the ESPN Armed Forces Bowl e-newsletter.
BKV’s “big idea” was a photo mosaic poster to be sent to troops overseas thanking them for their service while raising money for a military charity. Fans visiting the AFI booth in the Adventure Area were photographed and those pictures were used to create a larger image of an American flag and an eagle using cutting-edge computer technology. The photo mosaic poster was a huge hit—three photographers were working all day, with a continuous line of fans waiting to be photographed. Several thousand dollars were raised for the charity in the process.
The client was thrilled with the results of our work for the Armed Forces Bowl partnership. In fact, they were so happy that they’re already planning to boost the budget for next year’s Bowl activities.
