Premium jeweller Van Cleef & Arpels joined forces with high end private banking brand Coutts & Co to co-sponsor the Royal Ballet’s new production of Balanchine’s Jewels.
A real case of synergy between sponsor, rights owner and event (not to mention consumer demographic).
The fit for Van Cleef was ideal and the sponsorship was the launch vehicle for the upmarket retailer’s high jewellery ‘Ballet Precieux’ collection.
Van Cleef used the display cabinets in the Royal Opera House’s foyer for this new range and a major launch event was held for consumers which featured dancers of the Royal Ballet wearing the jewels.
Profile for The Royal Ballet and Van Cleef & Arpels was achieved across international media including Bloomberg, the International Herald Tribune, FT’s How to Spend It magazine, Russian magazines, Chinese CCTV, US Elle magazine and all major British broadsheets.
The campaign objective was primarily to increase brand awareness and in-store traffic. But the sponsorship seemed to work for the launch’s bottom line too – with Van Cleef exceeded its target sales for the new collection by 40% in the first month
For the Royal Ballet the Van Cleef partnership also had its own rewards. More than 400 of the jeweller’s customers were individually introduced to the dance company and performances achieved a 99% average attendance for the show.
Comment:
By supporting the performance excellence of the Royal Ballet and using the impressive space and kudos of being seen at the Royal Opera House, Van Cleef & Arpels saw the immediate (bottom line) impact and benefit of committing to this sponsorship partnership with genuine synergy.
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