We support Xerox on global sponsorship strategy and activation in the US, the Middle East and Asia across a wide range of high profile sports and hospitality events including both the both the US Open Tennis and US Open Golf championships. In addition we built a partnership with the iconic Ducati brand to help develop brand impact and engage consumers and customers in Europe.

Ducati sponsorship accelerates Xerox

Xerox wanted to reinvigorate their brand. Our challenge was to find a sponsorship partner that would be accessible and engaging to Xerox clients and customers.

Following an analysis of the brand, it became apparent that Xerox would benefit from a sponsorship that reflected its innovation and technological prowess. Motor sport was chosen as the most appropriate match.

Our solution was to negotiate a multi-year deal between Xerox and Ducati and develop a turn-key activation plan. Since 2004 we have managed the relationship with Ducati on behalf of Xerox, ensuring maximum exposure through branding on the Ducati bikes, garages, leathers, hospitality marquee, team clothing and trucks. We developed an online management tool to personalize hospitality programs and generate branded collateral materials including posters and programs.. In addition, third party promotions were successfully negotiated and implemented with Harrods, Tumi, Puma and Oakley. Content was delivered to YouTube and other on-line platforms.

The partnership delivered excellent results: In 2007, 86% of Xerox customers felt that the sponsorship had a positive impact on the Xerox brand. 98% of hospitality guests rated their trackside experience as 'excellent'. Across the branded TV coverage there was a 3.1:1 ROI, represented by 2,052 hours of TV across an audience of 50 m (with a 403m reach). There were over 1,000 branded press articles and 1,500 customers were entertained at Ducati race events.

For more in-depth information on this case study, please contact the MEC Access team: info.mecaccess@mecglobal.com