Advertising Spends for Sponsorship Give Clues to Larger Trends

One of the surest ways to follow trends in sponsorship is to keep an eye on advertising spending. Women are important targets for sponsors. Did you catch any of P&G’s “Proud Sponsors of Moms” spots for the Olympics?

This year, Good Housekeeping Magazine marks its 125th anniversary with a live show. Called “Shine On,” it’s scheduled for one performance on April 12th. The subtitle is “Celebrating 125 Years of Women Making Their Mark.”

“Shine On” will be sponsored by Maybelline, owned by L’Oréal. Maybelline will also sponsor a section in the May issue devoted to the 125 women “who changed our lives.” The show is indicative of efforts to bring media brands to life by creating an experience.

Advertisers are increasingly interested in “partnerships that extend beyond the basics,” said Deborah Marquardt, vice president of integrated marketing communications for the Maybelline New York and Garnier lines at the consumer products division of L’Oréal in New York.

“The things that resonate with us as an advertiser is when our DNA matches theirs,” Ms. Marquardt said, as with “an event like this one.”

The Maybelline sponsorship includes elements like sampling to the show’s audience members, she added, who will be treated to touch-ups of their makeup by roaming brand representatives.

“Shine On” is to be composed of performances, including musical numbers, and video tributes. The women to be saluted include Susan B. Anthony, Madonna, Dorothy Parker, Sally Ride, Martha Stewart and Diane von Furstenberg.

Among the celebrities who will take part in the show are Broadway performers Laura Benanti and Kelli O’Hara, comedian Fran Drescher and actresses Kristen Bell and Meryl Streep.

Source: Stuart Elliot, New York Times