Openfield has successfully negotiated a partnership with Mercedes-Benz South Africa as one of the commercial partners for the V&A Waterfront Partners Programme. The 12 month agreement, centres on Mercedes-Benz attaining a set of exclusive rights that provide an enhanced consumer experience for visitors to the venue.
The partnership provides an opportunity for Mercedes-Benz, a leading premium brand to engage with consumers through use of venues, consumer activations, outdoor advertising, database, exclusive events and themed campaigns, brand goodwill initiatives and business to business engagement.
Strategic Marketing Executive, V&A Waterfront, Chantelle Cole, commented, "For the V&A Waterfront it is about forming successful partnerships with like-minded brands to bring exciting experiences to our visitors. Through these partnerships, we aim to enhance our offering by creating occasions and extraordinary experiences for visitors which will increase footfall and generate positive publicity for the venue. "
The commercial partners' programme being developed by Openfield will incorporate global best practice and will focus on creating mutually beneficial relationships between the V&A Waterfront and premium brands. Strategic partners will be afforded the opportunity to engage with the 23 million visitors that the venue attracts annually.
"Mercedes-Benz has an extensive range of highly attractive and innovative product offering, and through this partnership, we will have the opportunity to showcase our latest additions in our range to a diverse audience," says Claudia Walters, Marketing Communications Manager, Mercedes-Benz Cars.
"The Mercedes-Benz brand has a strong presence in the world of fashion, golf and other lifestyle activities, which can also be visualised at the V&A Waterfront to aspirational consumers," concludes Walters.
Openfield is a sponsorship marketing consultancy which focuses on providing strategic expertise on sponsorship matters to key corporates, as well as assisting clients with the implementation of these strategies.
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