Project: Serious New Audience Scheme, London Jazz Festival 1999
Sponsor: London Electricity
Entered by: Serious
The scheme provided subsidised tickets and free transport for selected socially disadvantaged groups to attend two shows at the Royal Festival Hall. A total of 774 people attended the two concerts, representing 27 different groups.
Project: “On Air” at the Science Museum
Sponsor: 95.8 Capital FM
Entered by: The Science Museum
The “On Air” replica radio station at the Science Museum enabled Capital to reach its target audience (ABC1 teenagers) and promote its product to parents and teachers. Visitors were invited to produce a radio ad.
Project: Team Hi-Tec and the 1999 Eco Challenge, Argentina
Entered by: Capitalize
Sponsorship of the team focused on team training as well as the event. With the extra publicity, estimates show that for a cost of £25,000, the actual advertising value achieved was £300,000.
Project: The Culinary Adventures of Whisk and Spoon
Sponsor: New Covent Garden Soup Company
Entered by: Children Nationwide
A “fresh and healthy” message to families with children was the aim. Its relationship with children’s charity Children Nationwide and publication The Culinary Adventures of Whisk and SpoonÃ appeals to children.