Campaign: Second Opinion - Theo Chapman, a director in Hill & Knowlton's sponsorship division

The use of the World Salsa Dance Championships to associate Tropicana Tropics with the attributes of the dance style certainly worked. The challenge was to position the event as a PR vehicle while maintaining credibility and ensuring spend was weighted towards achieving the brand's objectives.

The issues with programmes of this nature are that they appeal to a niche audience. Even with the popularity of salsa, the risk was a campaign that only appealed to the dance style's fan base.

While the involvement of professionals and celebrities at the final went some way to providing the legitimacy for the event, Nexus had a role in redefining the event as a genuine championship and not just a brand's promotion. Nexus certainly maximised the opportunities across all platforms, ensuring consumer connectivity.

The dance style being fashionable certainly helped provide the evaluation.

And now the event is over, there is little reason to refer to the championships until the promotion for the following year's event begins. Even after three years of sponsorship, it would appear difficult to maintain a consistent presence in the minds of salsa lovers.

The activity achieved its objectives in a targeted fashion and there was little wastage in the attainment of brand association.

Creativity: 5

Delivery: 3


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