SPONSORSHIP – Done Well
21 Miss Albert Lee Appliance driven by Brian Perkins
In the world of sponsorship, it used to be called “fulfillment.” The new millennium term is “activation.” The word describes all of the activities and communications the sponsor of an event or race team uses to leverage their investment and increase their brand’s exposure and involvement with fans, viewers and the community.
Air National Guard activation area ready to engage fans.
In recent seasons, the H1 Unlimited Hydroplane Series has seen very professional, well executed examples of activation by series sponsor Air National Guard and the Unilever Corporation, sponsors of the 88 Degree Men hydroplane race team, and others.
Fans attending H1 events across the USA are entertained and engaged by activities and displays designed to increase the sponsor’s product and brand awareness beyond the branding of the race team and series or event.
Albert Lee Appliance display at Seafair
Seattle’s Albert Lee Appliance – title sponsor of the Albert Lee Cup at Seafair – is a dynamic example of a local company using activities related to their race team and event sponsorship to have a major impact on the huge crowds attracted to the event as well as taking advantage of Seafair’s reach into the Seattle area community.
The company’s involvement began in 2008 with sponsorship of Greg and Brian O’Farrell’s Go Fast Turn Left race team and driver Brian Perkins.
Albert Lee III and driver Brian Perkins give fans a tour of their race boat.
Company president Albert Lee III says, “A Motorsport sponsorship was of interest, however it was more important to Albert Lee Appliance to take our time and find the right team to align with. When we were introduced to the O’Farrells in 2008 the synergy felt right combining two local, family owned/operated companies and a truly fantastic partnership was created.
We began discussions with Seafair that same year of possible ways to participate on some level. It was not until 2010 we learned of their struggles with their previous sponsor and inquired directly about the title sponsor opportunity.”
During the 2012 event, Lee announced that the company had signed a new three year agreement to continue as title sponsor of the Albert Lee Cup at Seafair.
For Lee and director of marketing Kelly McMeekin, activation of their Seafair and hydroplane sponsorships is a many faceted effort which begins months before the event that bears their name.
Young fans put sponsor's graphics on wooden model hydroplanes.
Working with Seafair marketing director Melissa Jurcan, McMeekin and assistant Brian Deal do a series of events at Seattle area schools and Boys and Girls Clubs.
At these events, youngsters have the opportunity to learn the history and importance of Seafair in the Seattle community and meet H1 Series drivers including Brian Perkins, driver of the 21 Albert Lee Appliance unlimited hydroplane – one of the World’s Fastest Race Boats.
Kids at these and other Seafair events are given wooden model hydroplanes with a sheet of stickers that are used to apply the Albert Lee branding and other racing graphics.
McMeekin says, “We host a Seafair specific sale that begins Seafair Friday and we participate in all Seafair sancitioned events including the Milk Carton Derby, where we physically compete with a Miss Albert Lee Appliance Hydroplane milk carton boat. We not only participate with a booth at Torchlight’s Fan Fest and run our display hydroplane in the parade at itself – we also host the Best Seat in the House promotion with KJR and KIRO as partners. We make a concerted effort to include Seafair in everything we do year-round.”
Inflatable hydros are great pool toys - and hats.
Company attire and business cards bear the Seafair Albert Lee Cup logo. Beginning in June, Seafair is promoted across Albert Lee’s entire fleet of trucks with banner graphics, on the company website and in other various forms of advertising.
“When feasible we include the hydroplane display at different trade and home shows. For example, we will have the hydroplane on display at the September 8th Event for Special Olympics at Downtown Harley Davidson,” adds McMeekin. “ This has never been about slapping a logo on a hydroplane or a festival banner – you get what you put in and we are 100% committed.”
Graphics on the 21 Albert Lee Appliance unlimited hydroplane support the vendor programs which help to defray sponsorship costs and increase corporate involvement.
McMeekin says, “Without the strong support of our vendors (and clients), this would not be possible. We give each supporting vendor an opportunity to be involved in every aspect, allowing them to showcase their local and national programs and reinforce their brands. We promote both our brand and their brands through different outlets and opportunities associated with Seafair. For most, they are reaching a broader client base and for others they remain a constant staple associated with appliance manufacturing.”
Brian Perkins and other ANG Series drivers sign autographs in the Albert Lee Appliance display area.
A good example is the main Albert Lee display area in Seafair’s Genesee Park fan experience, where products from vendors are on display. They receive additional exposure and traffic during driver’s autograph sessions held in that area.
As an added bonus for winning drivers in 2012, appliances were included in the prizes presented after each heat. After winning Saturday’s Heat 1A, Steve David received a three door GE refrigerator with a promise from GE to deliver it to his home in Lighthouse Point, Florida.
Heat 1B winner Dave Villwock called the barbecue he received, “One of the best things I’ve ever won boat racing!”
Vendors and clients are hosted in one of three hospitality areas the company has at the event – in the cove West of the pit area.
Participating manufacturers and their Seattle area reps have the best seats in the house in the Albert Lee Seafair Sky Box.
Dozens of manufacturers and their area representatives enjoy the luxury accommodations in the company “sky box” above the grandstand East of the pits where the view and surroundings are among the best in all of motorsports.
For Albert Lee Appliance, the activation of sponsorships of a race team and one of Seattle’s major annual events provides a textbook example of how to make the most of a sponsorship opportunity.
“Going into this we had two major goals – one, brand awareness/exposure to the masses. Too often we heard consumers thought we were high-end only and too expensive for the average consumer. This simply was not true,” says McMeekin.
Albert Lee Appliance's Seafair Sponsorship allows the company to market to the event's huge crowd.
“ Through Seafair we are able to focus on the message that we sell everything, for every budget and are competitive with the big box stores. We continue to beat that perception each year with the amount of new clientele coming through the door and evaluating our appliance purchases internally. Our second goal was to give back to the community who has supported Albert Lee Appliance for over 73 years.”
Announcing the company’s three year sponsorship renewal, Albert Lee III said, “We want to remain the number one source for appliances in the Pacific Northwest and remind consumers we are still going strong and that we are in fact, part of Seattle’s history – what better opportunity to accomplish this than to align ourselves with another historical Seattle entity – Seafair.”
By Steve Montgomery – H1 Unlimited
Photos by Chris Denslow, Bill Osborne and Craig Barney
SPONSORSHIP – Done Well
21 Miss Albert Lee Appliance driven by Brian Perkins
In the world of sponsorship, it used to be called “fulfillment.” The new millennium term is “activation.” The word describes all of the activities and communications the sponsor of an event or race team uses to leverage their investment and increase their brand’s exposure and involvement with fans, viewers and the community.
Air National Guard activation area ready to engage fans.
In recent seasons, the H1 Unlimited Hydroplane Series has seen very professional, well executed examples of activation by series sponsor Air National Guard and the Unilever Corporation, sponsors of the 88 Degree Men hydroplane race team, and others.
Fans attending H1 events across the USA are entertained and engaged by activities and displays designed to increase the sponsor’s product and brand awareness beyond the branding of the race team and series or event.
Albert Lee Appliance display at Seafair
Seattle’s Albert Lee Appliance – title sponsor of the Albert Lee Cup at Seafair – is a dynamic example of a local company using activities related to their race team and event sponsorship to have a major impact on the huge crowds attracted to the event as well as taking advantage of Seafair’s reach into the Seattle area community.
The company’s involvement began in 2008 with sponsorship of Greg and Brian O’Farrell’s Go Fast Turn Left race team and driver Brian Perkins.
Albert Lee III and driver Brian Perkins give fans a tour of their race boat.
Company president Albert Lee III says, “A Motorsport sponsorship was of interest, however it was more important to Albert Lee Appliance to take our time and find the right team to align with. When we were introduced to the O’Farrells in 2008 the synergy felt right combining two local, family owned/operated companies and a truly fantastic partnership was created.
We began discussions with Seafair that same year of possible ways to participate on some level. It was not until 2010 we learned of their struggles with their previous sponsor and inquired directly about the title sponsor opportunity.”
During the 2012 event, Lee announced that the company had signed a new three year agreement to continue as title sponsor of the Albert Lee Cup at Seafair.
For Lee and director of marketing Kelly McMeekin, activation of their Seafair and hydroplane sponsorships is a many faceted effort which begins months before the event that bears their name.
Young fans put sponsor's graphics on wooden model hydroplanes.
Working with Seafair marketing director Melissa Jurcan, McMeekin and assistant Brian Deal do a series of events at Seattle area schools and Boys and Girls Clubs.
At these events, youngsters have the opportunity to learn the history and importance of Seafair in the Seattle community and meet H1 Series drivers including Brian Perkins, driver of the 21 Albert Lee Appliance unlimited hydroplane – one of the World’s Fastest Race Boats.
Kids at these and other Seafair events are given wooden model hydroplanes with a sheet of stickers that are used to apply the Albert Lee branding and other racing graphics.
McMeekin says, “We host a Seafair specific sale that begins Seafair Friday and we participate in all Seafair sancitioned events including the Milk Carton Derby, where we physically compete with a Miss Albert Lee Appliance Hydroplane milk carton boat. We not only participate with a booth at Torchlight’s Fan Fest and run our display hydroplane in the parade at itself – we also host the Best Seat in the House promotion with KJR and KIRO as partners. We make a concerted effort to include Seafair in everything we do year-round.”
Inflatable hydros are great pool toys - and hats.
Company attire and business cards bear the Seafair Albert Lee Cup logo. Beginning in June, Seafair is promoted across Albert Lee’s entire fleet of trucks with banner graphics, on the company website and in other various forms of advertising.
“When feasible we include the hydroplane display at different trade and home shows. For example, we will have the hydroplane on display at the September 8th Event for Special Olympics at Downtown Harley Davidson,” adds McMeekin. “ This has never been about slapping a logo on a hydroplane or a festival banner – you get what you put in and we are 100% committed.”
Graphics on the 21 Albert Lee Appliance unlimited hydroplane support the vendor programs which help to defray sponsorship costs and increase corporate involvement.
McMeekin says, “Without the strong support of our vendors (and clients), this would not be possible. We give each supporting vendor an opportunity to be involved in every aspect, allowing them to showcase their local and national programs and reinforce their brands. We promote both our brand and their brands through different outlets and opportunities associated with Seafair. For most, they are reaching a broader client base and for others they remain a constant staple associated with appliance manufacturing.”
Brian Perkins and other ANG Series drivers sign autographs in the Albert Lee Appliance display area.
A good example is the main Albert Lee display area in Seafair’s Genesee Park fan experience, where products from vendors are on display. They receive additional exposure and traffic during driver’s autograph sessions held in that area.
As an added bonus for winning drivers in 2012, appliances were included in the prizes presented after each heat. After winning Saturday’s Heat 1A, Steve David received a three door GE refrigerator with a promise from GE to deliver it to his home in Lighthouse Point, Florida.
Heat 1B winner Dave Villwock called the barbecue he received, “One of the best things I’ve ever won boat racing!”
Vendors and clients are hosted in one of three hospitality areas the company has at the event – in the cove West of the pit area.
Participating manufacturers and their Seattle area reps have the best seats in the house in the Albert Lee Seafair Sky Box.
Dozens of manufacturers and their area representatives enjoy the luxury accommodations in the company “sky box” above the grandstand East of the pits where the view and surroundings are among the best in all of motorsports.
For Albert Lee Appliance, the activation of sponsorships of a race team and one of Seattle’s major annual events provides a textbook example of how to make the most of a sponsorship opportunity.
“Going into this we had two major goals – one, brand awareness/exposure to the masses. Too often we heard consumers thought we were high-end only and too expensive for the average consumer. This simply was not true,” says McMeekin.
Albert Lee Appliance's Seafair Sponsorship allows the company to market to the event's huge crowd.
“ Through Seafair we are able to focus on the message that we sell everything, for every budget and are competitive with the big box stores. We continue to beat that perception each year with the amount of new clientele coming through the door and evaluating our appliance purchases internally. Our second goal was to give back to the community who has supported Albert Lee Appliance for over 73 years.”
Announcing the company’s three year sponsorship renewal, Albert Lee III said, “We want to remain the number one source for appliances in the Pacific Northwest and remind consumers we are still going strong and that we are in fact, part of Seattle’s history – what better opportunity to accomplish this than to align ourselves with another historical Seattle entity – Seafair.”
By Steve Montgomery – H1 Unlimited
Photos by Chris Denslow, Bill Osborne and Craig Barney