Case study: Optima Open
Optima is one of Belgium’s leading providers of financial planning services. Its clients are typically independent entrepreneurs in their mid 40s or older. The company asked VAAV Communication to develop a brand sponsorship programme, and we started with a list of sponsorship objectives:
- Live TV exposure (in both Dutch and French)
- Coverage lifestyle and business press
- Contact with Belgian decision-makers
- PR collateral
- A sales platform, prioritising client retention
VAAV Communication developed the Optima Open, an official tournament on the ATP Champions Tour. The Tour is reserved for former players and legends of the game and stars Bjorn Borg, Pat Cash, Goran Ivanisevic, Henri Leconte and others. The first Optima Open took place in the prestigious Royal Zoute Tennis Club from 20 to 22 August 2010.
VAAV signed up media sponsorships to a value of €500,000 providing for strong pre-tournament promotion.
Two free-to-air Belgian television channels showed the tournament live.
Optima’s client magazine carried an exclusive interview with Bjorn Borg and offered VIP tickets.
Lombard, Porsche, BESIX and Bjorn Borg Clothing signed up as co-sponsors and exclusive interviews with Bjorn Borg and Goran Ivanisevic were offered to key national news publications.
The tournament sold out 2 of the 3 days.
€1 from each ticket sold was donated to a charity, the Belgian Kids Fund.
During the week of the tournament, daily visitors to Optima’s corporate website tripled and the event website received 12,000 unique visitors and more than 100,000 page views.
The event generated 45 articles in national newspapers and magazines and 81 on-line and local articles - and Optima was named in every one.
The sponsorship also had valuable outcomes in terms of staff engagement with many staff members participating in various actions.
In an independent survey, 99% of Optima website visitors were aware (unprompted) of the sponsorship and 60% said that the sponsorship considerably improved their image of Optima.
“The organisers of the Optima Open did a fantastic job. It is one of the best first year events we have ever had on the ATP Champions Tour.”
Jan Felgate, CEO of the ATP Champions Tour
“We are delighted with the first Optima Open and the amazing impact the sponsorship has had on our brand and our employees.”
Jeroen Piqueur, Optima CEO