updated: 7/27/2006 12:44:57 PM
The Indiana State Fair says it has topped $1.1 million in sponsorship for the first time in its history.
Sixty-four companies, including 31 first time organizations, are sponsoring this year's fair, which runs from August 9-20. The fair says that Pepsi, General Motors and Toyota are three of its biggest sponsors.
Source: Inside INdiana Business
INDIANAPOLIS - With 13 days left until the Indiana State Fair officially starts celebrating its 150th anniversary, fair officials are celebrating their most recent piece of history as the annual summertime tradition tops $1.1 million in sponsorships for the first time.
Sixty-four companies are now part of Indiana's largest multi-day event, including 31 that signed sponsorship agreements for the first time in 2006. These organizations are spending $1.15 million to have a presence at the fair. This figure is 7 percent above last year's previous record of $1,080,200.
"Companies have moved from traditional advertising to the instant benefits of sponsorship marketing promotions, and the Indiana State Fair is one of the best ways for organizations to maximize their statewide marketing efforts," said Debbie Dreiband, the fair's sponsorship director with Live Nation. "Sponsors prosper from face-to-face, interactive consumer promotions at our state's largest multi-day event.
It's an opportunity to be part of their customers' and potential customers' memorable fair experiences, something they can't do through traditional marketing."
Pepsi, General Motors and Toyota - three of the fair's largest sponsors- appear to agree with that strategy.
Pepsi has been a proud sponsor of the Indiana State Fair for more than a decade. In a prepared statement, company officials cited the opportunity to market products to a large audience from different demographics as well as the event's wholesome theme as reasons for their ongoing sponsorship.
Other companies have similar thoughts.
"General Motors is excited to partner with the Indiana State Fair," said Chevrolet Zone Manger Jay Neisius. "We both share a long and proud history in Indiana and the state fair provides us a wonderful opportunity to showcase this history while sharing some of our award-winning and FlexFuel vehicles with consumers. GM and its family of local dealers are committed to supporting the communities in which we serve, including Indiana."
Toyota has expanded its nine-year partnership with the Indiana State Fair and calls it an important part of their marketing strategy for Indiana. Company officials said the opportunity to partner with a high-profile venue - the newly named Toyota Trucks Grandstand - inside a successful event is a great way to show its support in an area where they have many employees in addition to customers.
Cindy Hoye, the state fair's executive director, is proud of the increase in sponsorships because it means a better state fair for visitors.
"It's a great indication that our customers and corporate partners are pleased with their experiences and the overall product we put together," Hoye said. "We've seen a pattern of growth in sponsorships for several years now and we have every expectation that it will continue."
The Indiana State Fair runs August 9 - 20.
Source: Indiana State Fair