1. Developing Successful Partnerships with Scottish Events Gerry O’Donnell Brand Director 3 November 2009

2. Agenda 1. National sponsorships - Rugby - Homecoming Scotland 2. Local events 3. Collaborating on Responsible consumption

3. “Behind Scottish Rugby” Our brands have a strong record of doing this…

4. Longest running international sporting relationship in the world…

5. Innovative, adding brand value to a ‘tee’…

6. Leaving a legacy

7. Interacting with the supporters

8. Sensitive to CSR, removed shirt sponsorship early

9. Scotland’s Favourite Whisky was the right partner to welcome the Scottish diaspora back to Scotland…

10. Vision: To organise the World’s largest Famous Burns Supper, linking up with affinity Scots all over the world to mark the start of Homecoming Scotland.

11. Making an Entrance!

12. The official Homecoming Burns Supper

13. WFBS CAMPAIGN REVIEW 250 bottles of Limited Edition 37 years old raised £70,100 for charity

14. From Rothes to Russia to Shanghai…

15. Brilliant use of website to log & track Burns Suppers – 3,653!

16. Imaginative Serves!

17. And the bottle goes to… RUSSIA

18. And the bottle goes to … SHANGHAI….

19. A wide range of ‘Local Sponsorships’, many in rural areas…

20. Perth Show Crieff 10k Run Perth Highland Games

21. pojSPDVJS

22. Nairn Games

23. Are sponsorships the right vehicle to be forthright about ‘Drinking Responsibly’?

24. It has its place however the message is most powerful when…

25. The Drinks Industry Initiative Project 10 … the whole industry pools its expenditure behind a single message £5.3m Value

26. The Drinks Industry Initiative Project 10 Targeted approach… Target - “Irresponsible shamefuls” ! Strategy - Making people think for themselves, focus on protecting good times, peer to peer tone Aim - To provide practical tips for smarter drinking (eating, water, pacing..) Campaign device - Why Let Good Times Go Bad? Media - Paid for: Street kiosks In Kind: In Outlet POS, Packaging, Web, Brand comms, staff All at relevant points: Before, During, Before next time Launch - Beginning September 2009, for minimum 4 week burst

27. At the point of purchase Project 10

28. “Eating isn’t cheating!” “Stay focused by pacing your drinks!”

29. “Ask your bar staff for a free drink of water!” “Water helps you handle the drink!”

30. Thank you… Developing Successful Partnerships with Scottish Events