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Kitchener is a Canadian city in southeastern Ontario. In the centre, THE MUSEUM features interactive art and science exhibits. Near sprawling Victoria Park, the Joseph Schneider Haus is a living-history museum recreating life in the 19th century. Part of the Waterloo Region Museum, the Doon Heritage Village evokes early-1900s life with buildings such as farmhouses and a blacksmith shop.
Cosmos Sports & Entertainment was selected, via RFP process, by the City of Kitchener to sell advertising assets in recreational facilities within the city. Moreover, this inventory includes 7 arenas and 2 publicly owned golf courses.
Like many municipalities, the City of Kitchener was looking to uncover new revenue sources beyond the tax base to support the programming being delivered year-round. After careful consideration, leveraging the City’s owned recreational properties to sell advertising and sponsorship was concluded as a viable method. The challenge then became how to develop and execute a professional advertising & sponsorship program.
After being selected through an extensive RFP process, Cosmos got to work right away. As a starting place, key Cosmos staff toured the properties to understand what assets each offered to potential sponsors. We discovered that in addition to traditional static signage common in many recreation facilities, there were several untapped opportunities including Naming rights to select facilities and spaces within those facilities.
Cosmos developed a comprehensive inventory of all tangible and intangible assets and subsequently valued those assets based on a host of factors including local media costs, audience, and benchmarks against other municipalities.
In final preparation before going to market, Cosmos’ in-house creative services team designed a package that sought to visualize the opportunities for prospects and serve as an aid to the sales team.
Over the course of three and a half years, Cosmos brought aboard 30+ new partners and grew annual advertising & sponsorship revenue 4-5x. This included selling the naming rights to the Box Office (Activa Box Office at the Aud) and a community rink (Gay Lea Rink at Sportsworld Arena). This program has created a revenue stream that continues to pay dividends for the City of Kitchener.
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