FirstCaribbean has been a gold sponsor of the annual BVI Spring Regatta and Sailing Festival since 2004. The return for sponsorship inherently provided publicity in the form of logos on all printed material and banners. Broadsword proposed and implemented a supplementary marketing and PR strategy that would help to maximise the bank’s presence at the event and generate media attention and publicity.
A free raffle draw for a chance to win one of two deposit accounts (with $500 in each) with the bank was organised and publicized through multiple media channels. Broadsword created posters and drafted and distributed radio announcements and press releases.
In the Regatta Village, the bank’s tent was set up and decorated with balloons, raffle posters and marketing collateral. Staff volunteering at the tent and at the bar on the Friday night were kitted out in branded tee-shirts designed by Broadsword.
The raffle entry forms were filled out using pens which were given to the entrants. Tote bags were also handed out – all branded.
The Governor and the Premier drew the raffle winners on the stage at the final awards ceremony and press releases and photos were distributed to the media post-event.
FirstCaribbean also hosted a client cocktail party aboard a 60’ motor vessel at the dock adjacent to the Regatta Village. The boat was branded with banners, flags and balloons for clear visibility from the village and docks.
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