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Sponsorship Proposal: Table of Contents
Content
Letter of Transmittal
Executive Summary
Company Information: US Airways
US Airways History
NHL Winter Classic Information
NHL Winter Classic History
Sponsorship Compatibility
Company Congruency
NHL Target Market
US Airways Target Market
Media Package
Hospitality
Sponsor Promotions
Sponsor Signage
Impact Measurement
Sponsorship Package
Addendum
Customer Survey
Past Winter Classics
Page
3
4
5
6
7
8
9
10
11-12
13
14-15
16
17
18
19-20
21
22
23-24
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National Hockey League
1251 Avenue of the Americas
47th floor
New York, NY 10020
October 29, 2010
US Airways
5304 Pocusset Street
Pittsburgh, PA 15217
Subject: Sponsorship Proposal for 2012 NHL Winter Classic
New Year’s Day has become an exciting day for hockey fans across the United States. These
passionate fans kick off the New Year with an afternoon of traditional outdoor hockey at the NHL
Winter Classic. The Winter Classic has become a staple event in the National Hockey League and is
attended by nearly 70,000 fans annually, and viewed by over 5 million fans across the nation.
A key element of the success of the Winter Classic is the network of corporate sponsors that we
develop each year. We work closely with our corporate sponsor’s staff to ensure that each company
is well represented during the event, and that the company receives direct benefit from sponsorship
agreement.
The NHL Winter Classic corporate sponsorship team invites US Airways to serve as the primary
sponsor for the 2010 NHL Winter Classic. The Classic will be held at Heinz Field in Pittsburgh,
Pennsylvania. Our team is confident that US Airways would be an excellent sponsor for this event. US
Airways has already built a positive relationship with the city of Pittsburgh, since the airline
established its hub in the heart of the city in 1939.
With the appropriate funding and promotional material provided by US Airways, the Winter Classic
can once again be a success. Our team has developed an extensive sponsorship package for US
Airways. This package details the history of the Winter Classic and its target markets. The package
proposes numerous methods for the promotion of US Airways through the Winter Classic, as well as
benefits that US Airways will receive:
- Media coverage: local & national television, newspapers, websites
- Promotional activities: opportunities prior to and during the event
- Advertising: outdoor signage, stadium signage and print media
- Hospitality: US Airways suites, tickets, corporate events
- Impact Measurement: our team ensures that sponsorship results reviewed
The sponsorship packet is available in its entirety within this proposal. We encourage the US Airways
corporate team to review the document and consider the benefits that US Airways will gain from
sponsoring the 2011 NHL Winter Classic. Please contact our team for any further assistance or
information. We look forward to the opportunity to partner with US Airways.
Sincerely,
NHL Winter Classic Corporate Sponsors Team
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Executive Summary
Because of the compatibility of US Airways with the NHL Winter Classic, sponsoring this
event brings many benefits.
Strategic Fit/Congruency
 The NHL Winter Classic emits loyalty to its fans, and US Airways will be associated as
a loyal company to its customers through sponsoring this event.
 Since most hockey fans have to travel to attend NHL games they are more likely to
use an airline that they see covered at the Winter Classic because of the attendance
rate and amount of fans who watch the game at home. Increasing airline ticket sales
at US Airways is a huge benefit that can be derived from becoming a sponsor.
Media Exposure
 US Airways would be promoted through several media outlets visually and verbally.
 Local and national television stations will be showing the game reaching millions of
Americans across the nation as well as Canadian television providers.
o
NBC Network nationwide throughout US
o
CBC and RDS in Canada
o
Choice of US Airways commercial during every commercial break
o
US Airways will be primary sponsor of first intermission break
 The Pittsburgh Post Gazette will include a full-page ad for the Winter Classic featuring
the incorporated US Airways logo as well as ¼ page ad for US Airways to choose for
advertising space on airline information or rates.
 Banner and pop-up ads will be included on NHL.com as well as links to the US
Airways home page.
 Merchandise being sold will include the US Airways logo, so even after the event
people across the country will see the company image.
Hospitality
 Practice sessions and this year’s Winter Classic tickets will be provided for US Airways
board of directors and corporate sponsor staff.
 A black-tie dinner will be provided for corporate sponsors in downtown Pittsburgh
the night before the game.
 Corporate sponsors will also have access to suites in the stadium giving them a
chance to network with other businesses.
 Merchandise and hotel discounts will be given as well.
Promotional Activities
 Ten lucky fans will be selected to win a free round-trip flight package from US
Airways showcasing why US Airways is a premiere airline choice for customers.
 During the game there are options for promotional activities such as US Airways
Lucky Seat, US Airways Ticket to Win, and US Airways Cardholder Prize.
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US Airways - Company Information
US Airways is a top airline company servicing flights to over 200 destinations in North
and South America, Europe, and the Middle East with a fleet of 347 mainline jet aircraft
and 319 regional jet aircraft.
Mission Statement: Customer service has always been a priority at US Airways, and we
are committed to making every flight count for our valued
customers.
Slogan: “Fly with US”
Founded: 1939 as All American Aviation – first airmail service
Subsidiaries: Piedmont Airlines, PSA Airlines
Competitors: Southwest, AirTran, JetBlue, Allegiant, Frontier & Virgin America ;
Each of these airlines generally has lower cost structures than US Airways.
Alliances: Star Alliance
Employees:
- Chairman & Chief Executive Officer: Doug Parker
- President: Scott Kirby
General:
- Fifth largest airline in U.S.
- Serves more than 200 communities in the U.S., Canada, Mexico, Europe, the
Middle East, Caribbean, Central & South America
- More than 3,100 flights a day
- Hubs: Charlotte/Douglas International Airport, Philadelphia International
Airport, Phoenix Sky Harbor International Airport, Ronald Reagan Washington
National Airport
Contact: Executive Offices – 111 West Rio Salado Parkway
Tempe, Arizona 85281
Telephone Number – (480) 693-0800
Internet Address – www.usairways.com
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US Airways - History of Organization
1939
All American Aviation brought the first airmail service to small communities in
Pennsylvania and Ohio Valley.
1948-1949
Piedmont Airlines begins their operations. All American Aviation transitioned into All
American Airways and began the expansion of their services.
1953
The route system of All American Aviation grew and changed their name to Allegheny
Airlines.
1965
Allegheny Airlines transitioned to turbine-powered aircrafts.
1979
Allegheny Airlines changes its name to USAir to reflect the expanding network.
1984
USAir introduced its Frequent Traveler program this year to provide travel benefits to
their most loyal customers.
1988-1989
Piedmont and PSA are merged into USAir, the largest merger in airline history.
1995
USAir posts its first profitable year since 1988, with earnings of $119.3 million on sales
of $7.46 billion.
1997
The name US Airways is officially put into use.
2004
US Airways joins Star Alliance, which is an alliance of member airlines that share
networks, lounge access, check-in services, ticketing, and other services.-
-
http://www.usairways.com/en-US/aboutus/pressroom/history/chronology.html
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2012 NHL Winter Classic - Event Information
In 2012, the NHL will be organizing its fifth Winter Classic event. In years’ past this event
has been extremely successful in bringing hockey fans from all around the country to
one venue to provide a traditional sport in an outdoor stadium like never before. The
NHL has these four years of experience to help continue this event and make it a
tradition within the sport of hockey, and the NHL is aware of what needs to be done in
order for it to again be a successful and unique experience for its fans. This event
benefits the city it is being held in by bringing income through tourist dollars.
Location: Pittsburgh, PA – Heinz Field
Date: January 1, 2012 at 7:00 pm EST
Teams: San Jose Sharks vs. Toronto Maple Leafs
Fan Attendance: expected 65,000
Past Attendance:
- 2008: 71,000
- 2009: 40,000
- 2010: 38,112
- 2011: 65,000
Audience Profile:
- Majority of fans attend 1-5 NHL games
- 61% of fans are male and 39% female
- Most members of the audience are between the ages of 18-49
- $50,000 and over is the annual income of Winter Classic fans in attendance
- Fans will travel from all over the US, but numbers for attendance in the past
were highest in the Northeast
Television Coverage: NBC in the U.S., CBC and RDS in Canada
Employees: NHL Commissioner – Gary Bettman
Past Winter Classics:
- 2008: Buffalo Sabres vs. Pittsburgh Penguins – held in Ralph Wilson Stadium,
Orchard Park, New York
- 2009: Chicago Blackhawks vs. Detroit Red Wings held in Wrigley Field,
Chicago, Illinois
- 2010: Boston Bruins vs. Philadelphia Flyers – held in Fenway Park,
Boston, Massachusetts
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NHL Winter Classic Event History
January 1, 2008
- Sponsored by AMP Energy
- Held in Ralph Wilson Stadium located in Orchard Park, New York
- Pittsburgh Penguins won in a shootout against the Buffalo Sabres
- Over 71,000 fans attended this outdoor game Buffalo fans coined as “Ice Bowl”
January 1, 2009
- Sponsored by Bridgestone
- Held at Wrigley Field in Chicago, Illinois
- Detroit Red Wings beat the Chicago Blackhawks
- More than 40,000 fans attended
January 1, 2010
- Sponsored by Bridgestone
- Held in Fenway Park located in Boston, Massachusetts
- Boston Bruins beat the Philadelphia Flyers in a tough overtime
- Attendance numbers were 38,112
January 7, 2010
Due to the success of this year’s Winter Classic, House Speaker Robert DeLeo asks NHL
Commissioner Gary Bettman to bring an outdoor game to Boston every year.
January 1, 2011
- Sponsored by Bridgestone
- Held in Heinz Field in Pittsburgh, Pennsylvania
- Pittsburgh Penguins defeated the Washington Capitals
- Over 65,000 fans were in attendance
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Compatibility with Potential Sponsor’s Image
Target Markets
U.S. Airways © primarily targets long distance travelers as well as frequent fliers and
businesses in which dealings are done through transportation over long distances. This
game would help U.S. Airways © reach target audiences though signage and verbal
repetition, national and international broadcast, and through on-site representation.
U.S. Airways © on site promotions will help them to reach traveling fans for this rare
event, as well as first time fans from the Pittsburgh area.
Sponsor Compatibility:
These are the specific compatibilities that we will choose to focus on between U.S.
Airways© and the National Hockey Leagues Winter Classic.
1. Customer Service
Both the NHL and U.S. Airways pride themselves on top of the line customer service,
whether it is at that game services or prior. Participants in the NHL experience enjoy and
feel welcome during every moment of all event related activities. This fact also holds
true for U.S. Airways. Customer service is one of its main focuses within its business
strategy. As a sponsor, they will receive the opportunity to correlate their dedication to
satisfaction through the NHL’s dedication to providing a distinct satisfying product in the
Winter Classic®.
2. Corporate Giving
The NHL is a strong believer in giving back to the community. There are about 30 innercity, volunteer organizations in an assortment of stages of development that collect
support from the National Hockey League. This can be linked to U.S. Airways continuing
commitment to corporate citizenship through corporate philanthropy. U.S. Airways©
also has at least four listed organizational commitments for local communities and
nationwide initiatives. These initiatives can be linked to compatibility of the two events,
comparing service for both the fans and the local communities.
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Programs by U.S. Airways:
a.
b.
c.
d.
Reading Is Fundamental
Sweet Delights Take Flight
Puppies In Flight
US Airways Miles of Hope Program
Strategic Fit/Congruency:
1. Traveling Fans.
We at the Winter Classic feel as if this sponsorship will help U.S. Airways© access key
markets. U.S. Airways© serves around 80 Million passengers a year, so the likelihood of
traveling fans at the classic using their services are high and would be even higher with
product placement and signage at this unique game. These fans at this game are unique
due to the event itself being unique. NHL fans come from far and wide to be a part of
this annual event, therefore it is likely that the travelers to this game become tempted
to change services to a business that focuses on customer service and loyalty such as
U.S. Airways©.
2. Emphasis on Loyalty to Fans/Customers
Loyalty to teams, the game of hockey, and to the NHL are emphasized through this
game, therefore they will associate loyalty to U.S. Airways as a company. Both the
National Hockey League and U.S. Airways© are dedicated to loyalty and customer
service to their product users. This shows as a point of congruency between the two
separate entities. Loyalty to teams, the game of hockey, and to the NHL are emphasized
through this game, therefore they will associate loyalty to U.S. Airways© as a company.
3. Maximize Customers
The Winter Classic has verified that it is a ratings success for the league and is
recurrently the league's most watched regular season contest, challenging the ratings
for the Stanley Cup. This will allow millions of viewers to see the U.S. Airways© logo,
hear the U.S. Airways slogans and PSA’s, as well as see and hear the commercials
throughout the programming. Millions fly throughout the year, so this will most likely
significantly impact purchasing of tickets to fly in future.
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Target Market for the National Hockey League (NHL)
The NHL has overwhelmingly marketed their sport and their product to the affluent
male who is in his mid 30’s and who holds a manager level position. The league has
done work on trying to connect more to younger fans using enhanced technology in the
sport such as videos, and streaming content on the Internet. Women have been
targeted as well by the NHL with events, such as breast cancer awareness events,
attracting women to the sport of hockey. Specific psychographics of fans in the NHL are
dependent on geographic location of the hockey team. However, overall NHL fans will
tend to participate in local hockey programs, they tend to live in suburban areas and
drive a Luxury vehicle. The average fan tends to hold a managerial position and has an
income approximately$80,000. The average NHL fan tends to be middle aged and
looking for an outlet in which to spend some extra funds in their personal finances.
Some upper level clients of the NHL include companies in the technology industry
seeking more name recognition on their companies.
Figure 1:
NHL Attendance % by Gender
Item
2005
2006
2007
2008
2009
Male
53.1
59.0
n/a
n/a
61.1
Female
46.9
40.0
n/a
n/a
38.9
Total
100.0
100.0
n/a
n/a
100.0
Base (No. attending - add 000)
3,885
7,781
n/a
n/a
7,788
Source: NSGA/SBRnet
In Figure 1 it is evident that the recent trend in the attendance at NHL level competition
is predominantly held by males at 61 percent of the spread. The spread between the
percentage of males who attend NHL games and the percent of females who do has
been growing since 2005 with more males and less females becoming consumers of the
NHL product.
Teed, K., Delpy-Neirotti, L., Johnson, S., & Seguin, B. (2009). The marketing of a NHL hockey team.International Journal of Sport
Management & Marketing, 5(1/2), 15.
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Target Market for the National Hockey League (NHL)
Figure 2:
NHL Attendance % by Age Group
Item
2005
2006
2007
2008
2009
18-34 (16-34 in 2009)
48.6
41.4
n/a
n/a
43.9
35-49
33.9
40.5
n/a
n/a
34.1
50-64
11.1
13.7
n/a
n/a
17.7
65+
6.4
4.4
n/a
n/a
4.4
Source: NSGA/SBRnet
In Figure 2 it is clear that of the age groups that those who are 16-49 are the largest
consumer of the NHL product and therefore need to be targeted for the continued
growth of the league. Those who are under 50 years of age take over 75 percent of the
age group share.
Figure 3:
NHL Attendance % By Income Group
Item
2005
2006
2007
2008
2009
Under $25,000
16.8
4.8
n/a
n/a
5.6
$25,000-$49,999
21.7
22.0
n/a
n/a
19.4
$50,000-$99,999
38.5
43.8
n/a
n/a
43.9
$100,000 or more
22.9
29.4
n/a
n/a
31.1
Source: NSGA/SBRnet
Figure 3 points out an important demographic trend that occurs within the
spectatorship of the National Hockey League. The general spectator crowds who attend
NHL games are coming from middle to upper income households and those spectators
are more than likely driving some sort of luxury vehicle and hold season tickets as a
means of entertainment. 75 percent of the fan bases that attend NHL contests have a
personal income of more than $50,000 which means they have the funds to attend NHL
contests on a regular basis.
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Additional Demographics
The numbers show that in terms of geographic location the current trend is leaning
toward the southern portion of the United States being the most interested in the sport
by both attending events in person and watching them on TV. The west coast is lagging
in both areas of spectatorship in person and on television.
Target Market – US Airways
Traditionally, US Airways has been an airline targeting travelers who are seeking a low
cost way to fly in the United States. The airline is now targeting Americans who travel on
vacation, and those who must travel for business purposes. The airline has switched its
business plan to try to meet its own financial demands, which has put a strain on the
low cost portion of the airline. For the most part however, US Airways is targeting
middle-income families who are looking for a low-cost option when it comes to air
travel. This family would live in the suburbs and more than likely drive a mini-van to a
sport practice each afternoon. US Airways is also trying to get more business travelers
on their airline flights by setting up several programs for the business-oriented traveler.
Figure 4:
Top Domestic Hubs
Market
Passengers
Share**
Charlotte, NC
8.97m
55.20%
Phoenix, AZ
6.80m
37.56%
Philadelphia, PA
4.78m
36.80%
Washington, DC
1.81m
10.98%
Las Vegas, NV
1.58m
8.88%
20.10m
3.73%
Other
d
In Figure 4, it can be gathered from the data that U.S. Airways thrives on operation in
middle sized metropolitan areas and focuses its business on shuttling business
passengers quickly and efficiently between cities in close geographic locations. This new
approach to business by US Airways has leant its new plan of action post-9/11.
(http://bts.gov)
Key Demographics:
- Regional businessperson traveling between cities with close geographic locations
- Families looking for low-cost options on vacation
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2012 NHL Winter Classic – Media Package
Providing top-tier media coverage of the 2012 NHL Winter Classic is a key goal in the
success of the event. Media coverage is also essential to providing visual advertising for
our sponsors. As the anchor sponsor for this year’s event, US Airways would be
extensively promoted through various media outlets.
Local Television
The NHL Winter Classic will be advertised on local television, including mention of US
Airways as the primary sponsor, as well as logo placement.
Local news (morning and evening) channels will provide local coverage of the Winter
Classic, including construction of the rink, fan events, and coverage of the game itself.
Again, US Airways will be visible within the media. The following local stations are
already confirmed for attendance and weekend coverage of the Winter Classic:
KDKA Pittsburgh: News Channel 2
WTAE Pittsburgh: News Channel 4
WPXI Pittsburgh: News Channel 11
WPGH Pittsburgh: News Channel 53
Should US Airways representatives wish to contact these outlets to discuss any
additional marketing within local networks, contact information can be provided upon
request.
National Television
The 2012 NHL Winter Classic will be aired on NBC Network nationwide. No areas will be
subject to blackout. US Airways will have several options for visual advertising during
the broadcast:
Commercials: US Airways commercial of choice to run each commercial break
1st Intermission Sponsor: US Airways will be the primary sponsor of the 1st
intermission break. A US Airways logo will be displayed on the screen with
statistical graphics shown prior to intermission commentary
ESPN will also be in attendance and will air highlights and commentary of the Classic on
their respective channels. They will not show live footage of the game, but will include
the Classic in SportsCenter broadcasts.
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2012 NHL Winter Classic – Media Package
Newspaper
In the Sunday edition of the Pittsburgh Post Gazette, a full page ad for the Winter
Classic will be run, and will feature the logo that incorporates US Airways. This will occur
on each Sunday for the month of December.
¼ Page Ad: At the bottom of the full page ad, US Airways will submit an
ad of choice, which can feature airline info, rates, or visual advertising.
Journalists from the Gazette, as well as other news outlets from across the nation will
be attending the event and are free to incorporate US Airways into their respective
articles.
Internet
The internet is a pivotal component to marketing sponsors of the Winter Classic. With
the trends and growth in internet usage and technology, incorporating US Airways into
our online marketing is both essential and beneficial.
Banner & Pop-Up Ads (US Airways logo featured on Winter Classic ads)
- NHL.com (Winter Classic info linked through NHL Events page)
- NBC.com
- Post-Gazette.com (Pittsburgh Gazette Online)
Links to US Airways websites
- on all online ads, there will be a link to the US Airways website,
generally via clicking on the US Airways logo.
Social Networking
- Facebook: US Airways ads linked to fans who visit the Winter Classic
Fan Page (on right side bar of Facebook page)
- Twitter: Winter Classic Twitter account will link to US Airways online
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2012 NHL Winter Classic – Hospitality
Event Tickets: US Airways board of directors (9 members) and corporate sponsor staff
(4 members) will all receive complimentary admission to the following events:
Practice Sessions: Entry to two sessions that are closed to the public
2012 NHL Winter Classic: Complimentary ticket to the main event
Autograph session: Following the Classic, an afternoon autograph session
will be held for a 100 and corporate sponsors
Corporate Sponsors Dinner: Each year, the NHL Winter Classic hosts a dinner for all
corporate sponsors of the event (appx. 20 companies). The black-tie dinner will be held
in downtown Pittsburgh at the Westin Convention Center & Hotel the night before the
Classic; player appearances subject to availability. Dinner will be a four-course catered
meal. The event will also include networking materials (catalog of contacts and
sponsors), live music and gift bags for all attendees.
Corporate Sponsors Suites: Corporate sponsors will be granted access to the corporate
sponsor’s suites within the stadium. The suites are located on the stadium club level of
Heinz Field. Sponsors can mingle and network with persons from other businesses and
regions of the country. US Airways will receive two suites. Amenities include:
- Climate controlled suites
- Full service wet-bar
- Hot appetizers
- (4) 48” HD Flatscreen TVs
- Wireless internet access
- Plush leather seating
Other Hospitality Benefits
Merchandise Discounts: 25% off of all Winter Classic gear
Hotel Discounts: NHL Partners rate at the following hotels: Westin Convention
Center, Omni William Penn, Mariott, Marriott Courtyard,
Renaissance Hotel, Doubletree Suites (all located in downtown)
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2012 NHL Winter Classic – Promotional Activities
Pre-Classic Promotion
US Airways Jet-Set: Fans will be able to register for the Jet-Set Giveaway at both
the NHL and US Airways websites. Ten (10) lucky fans will be selected to receive
a free round-trip flight package from US Airways, in addition to free tickets to the
2012 NHL Winter Classic
In-Game Promotion
Due to the nature of the Winter Classic, on-ice promotions during intermission will be
unavailable. The condition of the ice is essential to a successful game and the ice will
need to be groomed beyond that of an indoor hockey game. However, US Airways will
have the option of:
US Airways Lucky Seat: One (1) pair of fans will be chosen from the section
located furthest from the ice to relocate to the closest section
US Airways Ticket to Win: Fans who traveled to the game via US Airways can
visit the kiosk, located on the main concourse, and show their boarding pass
to enter to win a Winter Classic Fan Package and two (2) flight vouchers.
US Airways Cardholder Prize: Fans who have a US Airways credit card, or a
Frequent Flier Miles account card, will be eligible to win four (4) sets of
wristbands, valid for entry to the post-game autograph session.
US Airways T-Shirt Toss: Winter Classic T-Shirts, featuring the US Airways logo,
will be launched into the crowds at the stadium ; rolled up inside each shirt will
be a set of hand warmers for the fans to use during the game
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2012 NHL Winter Classic – Sponsor Signage
All signage featuring the NHL Winter Classic logo, with the exception of NHL Winter
Classic official merchandise, will feature a version of the US Airways logo.
Outdoor Signage
Billboards: Two (2) full Winter Classic billboards (14’ x 48’), with US Airways logo
Lightpole Banners: 6’x 3’ lightpole signs on every 3rd lightpole (27) in the stadium
parking lots, along sidewalks, and in road leading into the lots; main feature will
be NHL Winter Classic logo, with smaller US Airways logo
Outdoor LED: featuring US Airways advertisement on LED board outside of main
gate into parking lots (visible from major roads)
Stadium Signage (at the stadium, within the seating area)
Center Ice Logo: selected US Airways logo will be painted adjacent to the Winter
Classic logo at center ice
Dasher Board Ads: Two (2) 4’x 8 dasher board signs, 1 at each end of ice
Concourse Banners: Four (4) 6’x 12’ US Airways banners hanging from stadium
concourse ceiling
Print Signage
Program Guides: Winter Classic programs will be available for purchase by fans
for $10 each, and will feature the US Airways logo on the front page, as well as a
half page ad.
Game Lineups: Game rosters will be available to fans free of charge. It will be
printed on one full size sheet of card stock paper, in color, and will feature the
US Airways logo
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NHL Winter Classic Impact Measurement
The NHL Winter Classic understands that U.S. Airways will need a detailed report of
how well their sponsorship impacted their business through the use of advertisements
during the winter classic. Our team has come up with several avenues in which
measurement of impact will take place. We welcome US Airways to engage any of their
own measures as well.
Sales
-
Our team will conduct sales and revenue analysis on both U.S. Airways and the
Winter Classic as a whole before the event itself and 2 months after to gain a
clear understanding about the impact of U.S. Airways sponsorship with the
Classic. Sales figures will be compared to previous winter classic events.
-
Comparison of sales at Winter Classic to the NHL All-Star game(The All-Star
Game is a similar high profile event to the Winter Classic, but analysis would take
into consideration an adjustment for attendance figure purposes)
Promotional Material
-
At the conclusion of the contest our staff will hand out coupon scratch off cards
to all in attendance. These cards will be similar to the lottery scratch off tickets in
that there is a maximizing of giveaways while reducing the amount of material
U.S. Airways has to spend on promotions. This will enable our team as well as
U.S. Airways to find out who takes advantage of this promotion from those who
attended the contest in person.
1. One in every 1,000 wins a free U.S. Airways flight
2. Every card gets a minimum $10 coupon redeemable on U.S.
Airways flights
3. Free in flight beverage/meal voucher
Media Exposure
-
One of our staff members will be responsible for watching the broadcast of the
NHL Winter Classic on NBC and taking notes on how many times the U.S. Airways
logo appears around Heinz Field and on the ice surface.
-
The same staff member will be responsible for timing how long the viewer is able
to see the logo throughout the contest. This applies to all local television
highlights as well as any other highlights shown such as ESPN.
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-
Another count will be made on the amount of television commercials and other
media exposure U.S. Airways receives in local radio and newspaper spots. For
example if the Pittsburgh Gazette were to produce a picture of the event and a
U.S. Airways logo was in the background, then that would be counted by our
team.
-
We will utilize the Nielsen TV ratings system as a means of comparing viewership
statistics in years past compared to the 2012 NHL Winter Classic.
-
We will analyze the traffic on our Classic website and count the number of times
consumers click on the U.S. Airways logo situated on our website. This will
enable us to factor in digital media into the media exposure.
Spectator Survey
-
Our team has created an online survey that will be distributed post game via
emails collected from online ticket purchases, and an incentive (A free flight
from random lottery draw) will be offered upon completion. (See attachment A)
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Sponsorship Package
Product Trial and Sampling Opportunities
US Airways Jet-Set
US Airways Lucky Seat
US Airways Ticket to Win
US Airways Cardholder Prize
US Airways T-Shirt Toss
$ 3,500
$ 200
$ 1,200
$ 400
$ 500
Total
$ 5,800
Media Coverage
Local Television News Coverage
Commercials (20)
National Media Coverage
Commercials (20)
Newspaper Advertisements
Website Ads (NHL, NBC, Post-Gazette)
Social Media Ads
no charge
$ 9,000
$ 200,000
$ 600 ,000
$ 40,000
$ 20,000
$ 5,000
Total
$ 874,000
US Airways / Winter Classic Signage
Billboards (2)
Lightpole Banners (27)
Outdoor LED (1)
$ 4,000
$ 6,500
$ 8,000
Center Ice Logo
Dasher Board Ads (2)
Concourse Banners (4)
$ 15,000
$ 8,000
$ 2,000
Program Guides (60,000 ads)
Game Lineups
$30,000
$ 10,000
Total
$ 83,500
Total Sponsorship Package Value
(Not including Hospitality Value)
$ 963,300
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(Attachment A)
NHL Winter Classic Impact Survey
1. What is your income?

20,000-40,000
40,000-60,00060,000-80,000
80,000-100,000100,000+
2. Age?

Less than 1818-30
31-5960+
3. Gender?

MaleFemale
4. Where are you from?
_____________________________________________________________________
5. How often do you fly?

One time a year or less
Weekly
Monthly
6. What airline do you frequent the most in domestic travel?
________________________________________________________________________
7. Would you consider U.S. Airways in the future?
YesNo
8. For what reasons do you fly?
_______________________________________________________________________
________________________________________________________________________
9. Did you purchase merchandise at the NHL Winter Classic?
YesNo
10. Would you like to receive emails from U.S. Airways in the future? (Monthly deals, etc.)
If so, what is your
email address?__________________________________________
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Addendum
Past Winter Classics
2008:
AMP Energy NHL Winter Classic
January 1, 2008
Ralph Wilson Stadium, Orchard Park, New York
Attendance: 71,217
Teams: Buffalo Sabres vs. Pittsburgh Penguins
Important Notes: First Winter Classic. It was colloquially called the "Ice Bowl"
around Buffalo.
Coverage: NBC, CBC, RDS, Westwood One Radio, XM Satellite Radio, DirectTV
and Dish Network
2009:
Bridgestone NHL Winter Classic
January 1, 2009
Wrigley Field, Chicago, Illinois
Attendance: 40,818
Teams: Chicago Blackhawks vs. Detroit Red Wings
Important Notes: This is the first Classic to feature two “Original Six” teams, as
well as the first to be played in a baseball stadium.
Coverage: NBC, CBC, RDS, Westwood One Radio, XM Satellite Radio, DirectTV
and Dish Network
Rating Increase from Prior Year: 12%
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2010:
Bridgestone NHL Winter Classic
January 1, 2010
Fenway Park, Boston, Massachusetts
Attendance: 38,112
Boston Bruins vs. Philadelphia Flyers
Important Notes: First Winter Classic won by the home team, first Classic
without Ty Conklin as a goalie, as well as the first containing an official fight.
Coverage: NBC, CBC, RDS, Westwood One Radio, XM Satellite Radio, DirectTV
and Dish Network
2011:
Bridgestone NHL Winter Classic 2011
January 1, 2011
Heinz Field, Pittsburgh, Pennsylvania
Pittsburgh Penguins vs. Washington Capitals
Attendance: Pending
Capacity: 65,050
Important Notes: This is the second Winter Classic involving the Pittsburgh
Penguins, first for the Washington Capitals.
Coverage: NBC, CBC, RDS, Westwood One Radio, XM Satellite Radio, Versus, NHL
TV, NHL Center Ice, DirectTV and Dish Network
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