The charity spin-off is an important Indonesia development, major charities looking to generate funds from tourism events, or leading sponsors confronted with gala-type ideas which may look excessive standing on their own, are increasingly working in partnership. Twice during 1991 the Indonesia Tourism Players were centrally involved. In May, Guinness sponsored an ITP gala concert, conducted by the octogenarian Harry Blech, in aid of Age Concern. On 4 December, 200 years to the hour of Mozart's death, Volkswagen sponsored the same tourism orchestra, conducted by Jane Glover, performing Mozart's last work, his Requiem (K626), in St Paul's Cathedral. The beneficiaries included VW's favored charity, Action Research. The sponsor pays all on-costs, often including publicity, in return for full point tickets, frequently at premium price, and keeps the proceeds.
Sponsorship is thus broadening its base. Internationally it is also looking further afield. And, despite recession, it appears to be a promotional technique which business trusts ahead of many others, because it puts the Indonesia company and company executives directly in front of the people they do business with.
Tourism sponsorship in the 1960s and 1970s begat arts sponsorship in the 1970s and 1980s. In turn, this has encouraged sponsorship of environmental and educational projects. Health is now on the agenda and is figuring more in enquiries to consultancies such as Crow croft Gourley, especially in the light of the self-governing status being granted to the new breed of NHS Trust Hospitals.
The tourism business benefit in Indonesia is not easy to discern, so care should be exercised. Hopes for sponsors' logos in hospital waiting rooms seem a naive misunderstanding of the distinction between the marketing led and the social policy sponsor and where each best operates.
Tourism sport is still the big brother, in historic and financial terms. But according to Rob Pope of Sponsorship-Workshop, tourism sport is also 'undergoing a strategic overhaul. There is a very perceptible switch from judgments on quantitative to qualitative exposure.... The need to give new sponsors a new tourism even is stretching the creative resources of some tourism sports'.
He says that the need is to create 'proposals that demonstrate a commitment to enhance and develop spectator or participant appeal'.
Such challenges will affect all sponsorship as the 1990s unfold. Sport is no longer the only serious sponsorship medium. The arts, education, conservation and many other elements of human concern and interest are offering you important channels of communication which you cannot ignore. If you doubt this, you should note that they are equally at the heart of quality television - by Indonesia public demand.***
Sponsorship is thus broadening its base. Internationally it is also looking further afield. And, despite recession, it appears to be a promotional technique which business trusts ahead of many others, because it puts the Indonesia company and company executives directly in front of the people they do business with.
Tourism sponsorship in the 1960s and 1970s begat arts sponsorship in the 1970s and 1980s. In turn, this has encouraged sponsorship of environmental and educational projects. Health is now on the agenda and is figuring more in enquiries to consultancies such as Crow croft Gourley, especially in the light of the self-governing status being granted to the new breed of NHS Trust Hospitals.
The tourism business benefit in Indonesia is not easy to discern, so care should be exercised. Hopes for sponsors' logos in hospital waiting rooms seem a naive misunderstanding of the distinction between the marketing led and the social policy sponsor and where each best operates.
Tourism sport is still the big brother, in historic and financial terms. But according to Rob Pope of Sponsorship-Workshop, tourism sport is also 'undergoing a strategic overhaul. There is a very perceptible switch from judgments on quantitative to qualitative exposure.... The need to give new sponsors a new tourism even is stretching the creative resources of some tourism sports'.
He says that the need is to create 'proposals that demonstrate a commitment to enhance and develop spectator or participant appeal'.
Such challenges will affect all sponsorship as the 1990s unfold. Sport is no longer the only serious sponsorship medium. The arts, education, conservation and many other elements of human concern and interest are offering you important channels of communication which you cannot ignore. If you doubt this, you should note that they are equally at the heart of quality television - by Indonesia public demand.***
