This is not the first time we talk about this traditional marketing strategy that is fully seated at European level. Although its origins are Americans, nowadays we can mention an increasing number of naming right cases that not only make a big stage of the sponsoring brands, also in the emblematic places are located.
The naming right is an advertising technique through which a brand acquires the right to rename an enclosure, building or specific place during a given period of time.
Here in Living Marketing, we´ve already spoken about it with the case of Vodafone Sol. A naming right case by which the telephone company Vodafone undertook to rename of one of the busiest subway stations in the capital of Madrid.
Although this happened several years ago and the financial agreement is nearing its end, today we come to speak about another case much more recent.
Besides being an innovative, viral and non-invasive marketing technique that generates a high rate of recall, the naming right also generates a strong impact on society. Otherwise, tell that to Londoners.
Since 2015 the iconic London Eye has become “The Coca-Cola London Eye”:
Everybody knows that corresponds to the brand personality of Coca-Cola wanting to be part of the moments of happiness. Therefore, in London, the brand woldn´t be less.
In fact, since Coca-Cola arrived to London in 1900, this iconic city of London has played a crucial role for the brand. Not only in terms of the appearance of the brand logo in the main square of Picadillly Circus, but also in the Olympics, and nowadays, as an official sponsor of “The London Eye”.
As Jon Woods, general manager of Coca-Cola UK and Ireland, said:
“Sponsoring the London Eye, an iconic landmark that has its own unique history, will help us play an even greater part in future moments of happiness and celebration in the capital.”
However The London Eye has also used his new popularity to enhance its entertainment offer.
At 135m, Coca-Cola London Eye is the world’s largest cantilevered observation wheel. It was conceived and designed by Marks Barfield Architects and was launched in 2000. It has won over 85 awards for national and international tourism, outstanding architectural quality and engineering achievement. In fact, it has become the UK’s most popular paid for visitor attraction.
An attraction where enjoy a journey that will lift you and allow you to see up to 40 kilometers away but it will also allow you to enjoy a new 4D, an innovative film experience with special multisensory effects that lets you enjoy London from a different perspective for free with each entry.
Without any doubt, a truly unique experience that will be remembered for the city where it has lived, but also for the brand that is behind.