What Car? Awards
18th November, 2013
Through a unique approach, Slingshot rejuvenated the sponsorship strategy to create a sustainable, significant revenue for the What Car Awards – increasing revenue to over 1700% in less than two years.
Following 15 years of wavering sponsorship, Haymarket Consumer Media employed Slingshot to revive the Award’s commercial offering. Through a full-scale audit, we uncovered significant value in previously underutilised opportunities. Assets developed included a landmark collaboration partnership with The Metro; discounted advertising across Haymarket’s portfolio; and the development of ancillary events – greatly increasing the value beyond the Awards itself. Results have seen a significant revenue increase for the event, but also additional advertising revenue driven through new relationships built with the award’s sponsors.