Each year the Marketing Department of the Kentucky Derby Festival

Each year the Marketing Department of the Kentucky Derby Festival works to renew
more than 400 sponsors/partners whose collective investments make the threeweek, 70-plus events possible. Sponsors of the Derby Festival receive a binder
containing ancillary materials and a PowerPoint presentation showcasing the impact
and highlights of their respective sponsorship. In the slide format, extensive
information and visual elements combine to produce an effective presentation,
which cite the benefits and exposure opportunities within each Festival sponsorship.
The format of each report is organized to allow for a cohesive and comprehensive
book that can be easily followed by the sponsor. The follow-up reports are a team
effort requiring feedback from event managers, advertising/promotions managers,
communications managers and marketing managers which provide specific
knowledge and expertise to provide a better focused and all encompassing followup report.
The main component of the follow-up report reflects the specific sponsorship
summary, in this case the title sponsorship of the Kentucky Derby Festival Great
BalloonFest . The sponsorship summary provides a listing of all the benefits
delivered to the sponsor in consideration of their respective investment. This
section of the follow-up report is customized for each sponsor and is a great tool
used to help decision makers see the value of their specific sponsorship. Digital
photos are included in the presentation as well as electronic scans of various event
materials and specific data regarding the following: the event, the festival electronic
media which includes web and social media pages, the festival print components,
the festival “earned media” news coverage, and the festival’s sighting of press
releases.
The follow-up reports have proven to be a very effective tool for sponsors/partners
and have helped the Kentucky Derby Festival maintain an 82 percent retention rate
for renewing sponsors.
Kentucky Derby Festival
Great BalloonFest
2013 Sponsorship Summary
U.S. Bank Great Balloon Crew Challenge & Glimmer
U.S. Bank Great Balloon Luncheons
U.S. Bank Great Balloon Glow
U.S. Bank Great Balloon Races
Sponsorship Summary
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The U.S. Bank Derby Festival Great BalloonFest was a huge success with all five
events taking place including the Great Balloon Crew Challenge, Great Balloon
Glimmer, Great Balloon Rush Hour Race, Great Balloon Glow and Great Balloon
Race.
27 Balloons participated in the 2013 U.S. Bank Derby Festival Great BalloonFest
with great weather conditions.
The U.S. Bank Great Balloon Glow received exposure to over 63,000 people
attending the event at the Kentucky Exposition Center.
The U.S. Bank Great Rush Hour Race and U.S. Bank Great Balloon Race
received exposure to over 3,500 people at Bowman Field.
For the first time, Balloon Entrants’ Pilots and Crews participated in the U.S. Bank
Balloon Crew Challenge with over 1,000 spectators followed by the U.S. Bank
Great Balloon Glimmer with 5,000 spectators in attendance.
U.S. Bank received sponsor identification on (5) 4’x12’ custom made event
banners which were hung at prominent locations during the events naming U.S.
Bank as the event Title sponsor.
U.S. Bank received sponsor identification on (27) launch position signs, used as
place markers on the balloon fields for the Races and Glows.
U.S. Bank received mention on over 1,500 tickets printed for the U.S. Bank Post
Position Draw Luncheon and the U.S. Bank Consecutive Year Awards
Ceremony.
U.S. Bank was given the opportunity to provide promotional materials to
BalloonFest participants.
U.S. Bank received Title sponsor mention and logo placement on all event
credentials and parking passes.
Sponsorship Summary
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U.S. Bank representative, Market President David Wombwell, was present
to address balloon sponsors and pilots at the Position Draw and Awards
Luncheon; both held at the Brown & Williamson Club.
U.S. Bank received Title sponsor mention and logo placements in a variety
of stories throughout Festival’s publications (see Festival Promotion/Print
Components for details).
U.S. Bank received Title sponsor mention and logo placement on 150 tshirts used for Team KDF volunteers.
The U.S. Bank Great BalloonFest received listing in all Festival event
schedule listings and sponsor listings.
U.S. Bank Great BalloonFest events received coverage in 590 media
clips, with a total publicity value of $708,169.06 and a total ad value of
$354,084.
The U.S. Bank Derby Festival Great Balloon Glow was covered live 910PM on WLKY-TV MeTV Louisville 32.2 and Insight Cable 188 as well as
live reports broadcast on Cox Radio’s New Country Q103.1.
Sponsorship Summary
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The U.S. Bank Derby Festival Great BalloonFest received a full page ad in the
Derby Festival Official Program which included U.S. Bank’s logo as a Title
sponsor (Distribution: 25,000)
The U.S. Bank Derby Festival Great BalloonFest received mention in five (5)
Press Releases.
The U.S. Bank Derby Festival Great BalloonFest events received mention on ninetyfive (95) :30 second radio spots and twenty (20) live liners.
The U.S. Bank Derby Festival Great BalloonFest received exposure within one
hundred fifty nine (159) television spots aired on over fifteen cable networks as
well as local NBC affiliate, WAVE3 TV.
The U.S. Bank Derby Festival Great BalloonFest received exposure on the
Derby Festival website and each balloon entrant received exposure on a separate
page promoting Derby Festival sponsors at www.kdf.org.
U.S. Bank received status as a Pinnacle Sponsor of the Kentucky Derby Festival.
U.S. Bank received one complimentary entry into all the U.S. Bank Great Balloon
Race events for the 2013 Festival.
U.S. Bank received an advanced ticket order form that allowed U.S. Bank to
purchase Derby Festival tickets prior to public sale.
U.S. Bank received logo exposure on 500 Recruitment Brochures that were
distributed.
U.S. Bank received logo exposure on 10,000 Great BalloonFest programs that
were distributed through the Balloon events.
Sponsorship Summary
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U.S. Bank employees received a 20% discount on all Derby Festival merchandise.
U.S. Bank received the following complimentary ticket, merchandise and
hospitality package as a balloon entrant:
• Sixteen (16) Post Position Draw Luncheon tickets (2 tables) held at the
Brown & Williamson Club at Papa John’s Cardinal Stadium.
• Sixteen (16) Consecutive Year Awards Luncheon tickets (2 tables) held at
Brown & Williamson Club at Papa John’s Cardinal Stadium
• Two (2) Hotel Rooms at the Crowne Plaza Hotel for three nights
• Seventy (70) U.S. Bank Great BalloonFest customized enamel U.S. Bank
Balloon Pins
• Eight (8) U.S. Bank Great Balloon Race Event Patches
– Two (2) Commemorative Louisville Stoneware Plates
– Four (4) Pilots & Entrant Gift Packages, which included a Columbia
Sportswear fleece and a IZOD short-sleeve polo
– Complimentary Propane for events
U.S. Bank received the following complimentary Festival hospitality package:
• Eight (8) Derby Festival They’re Off!® Luncheon tickets (1 table)
• Ten (10) Thunder Over Louisville VIP tickets
• Eight (8) Derby Festival Basketball Classic tickets
• Eight (8) Republic Bank Derby Festival Pegasus Parade Bleacher Seat
tickets
Television Exposure
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The U.S. Bank Derby Festival Great Balloon Glow was covered live
9-10PM on WLKY-TV MeTV Louisville 32.2 and Insight Cable 188.
U.S. Bank received exposure within one hundred thirty four (134)
television spots aired on over fifteen cable networks targeting Women
25-54 including ABC Family, Bravo, Comedy Central, CMT,
Entertainment, FX, Hallmark, History Channel, Lifetime, MTV/2 and the
Weather Channel.
U.S. Bank also received exposure on twenty five (25) television spots
aired on the local Louisville NBC affiliate, WAVE3 TV.
The combined advertising campaign resulted in over 150,000
impressions.
The U.S. Bank Derby Festival Great Balloonfest received exposure
through various interviews with Kentucky Derby Festival
Representatives, Pilots and Balloon Meister, George Troutman, on
several television stations.
U.S. Bank received exposure through various television interviews with
Market President, David Wombwell.
Radio Exposure
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U.S. Bank received the following radio exposure from New Country
Q103.1 :
(40) :30 second promotional announcements
Provided talent to serve as emcee for Glow
Provided soundtrack for one-hour program
Web exposure on www.newcountryq1031.com
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U.S. Bank received the following radio exposure on Easy Rock 105.1:
(25) :30 second spots
(20) live liners
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U.S. Bank received the following radio exposure on WVEZ Lite
106.9:
(30) :30 second spots
Electronic Media Exposure
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U.S. Bank received Title sponsor mention on the Derby Festival official
website, www.kdf.org, and on the Great BalloonFest web page.
Updated daily in season, www.kdf.org topped 742,354 page views with
469,503 visitors.
U.S. Bank received a hotlink and exposure on the crawler of
www.kdf.org as a Pinnacle sponsor of the Festival.
U.S. Bank received logo exposure on the “hero”,--which is the large
website ad below--of the U.S. Bank Great BalloonFest webpage.
Social Media Exposure
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U.S. Bank received exposure through several Facebook postings and
tweets on several different Derby Festival accounts (over 10
specialized posts).
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U.S. Bank received exposure through a Facebook campaign
targeting women in Louisville and Southern Indiana who have
children at home from 4/8-4/26 resulting in 867,156 impressions.
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During the 2013 Derby Festival Facebook campaign, the KDF Official
Facebook page had over 10,000 likes. Among the 3 Facebook
platforms, U.S. Bank received exposure to nearly 16,000 Facebook
subscribers.
Examples of U.S. Bank Social Media Posts
Print Exposure
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U.S. Bank’s logo and title sponsor mention was included in 10,000 U.S.
Bank Great BalloonFest programs distributed at the balloon events and
included a full page ad on the back page.
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U.S. Bank’s logo and title sponsor mention was included in 500 U.S.
Bank Great BalloonFest recruitment brochures.
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U.S. Bank received logo and title sponsor mention on 150 U.S Bank
Great BallloonFest volunteer T-shirts
Print Exposure
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The U.S. Bank Great BalloonFest received exposure through a full
page ad in April issue of Kentucky Monthly promoting the event
(45,000 impressions)
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The U.S. Bank Great BalloonFest received a full page print ad in the
Kentucky Derby Festival Official Program (Distribution: 25,000)
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U.S. Bank received title sponsor identification in the 2013 Festival
Media Guides (500 impressions)
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The U.S. Bank BalloonFest received mention in 3,500 rack cards
distributed throughout Metro Louisville.
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The U.S. Bank Great Balloon Glimmer received mention in a
minimum of ten (10) ads promoting Kroger’s Fest-a-Ville on the
Waterfront in The Courier-Journal, Derby Festival Official Program,
They’re Off! Luncheon Program, Louisville Eccentric Observer (LEO),
Business First, What’s Happening in Greater Louisville, VYPE and the
Derby Festival Media Guide.
Print Exposure
U.S. Bank received recognition as a Pinnacle Sponsor of the Kentucky
Derby Festival in print publications including, but not limited to, the
following:
» June/July edition of Today’s Family Magazine, in a
full page ad which thanked sponsors and supporters
of the 2013 Derby Festival, and listed corporate
sponsors (circulation 25,000 with readership
estimated at 75,000+).
» The May edition of Business First of Louisville in a full
page ad thanking sponsors and supporters of the
2013 Derby Festival, and listed corporate sponsors
(circulation 10,000 with a readership estimated at
60,000).
» Kentucky Derby Festival They’re Off! Luncheon
Program (Distribution: 2,000)
Print Exposure
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– Kentucky Derby Festival Official Guide,
The Courier-Journal April 14th
advertising supplement with a
combined circulation of 422,924
households (Readership: 1,169,597,
based on 2.7+ readers per issue;
Impressions: 3,508,791)
– Official Kentucky Derby Festival
Program (Distribution: 25,000;
Impressions: 230,000) distributed
through local hotels, convenience
store outlets, grocery stores and
various Festival events.
News Media Coverage
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U.S. Bank BalloonFest received 590 news mentions with an estimated
viewership/readership of over 10 million and a total media value of
over $350,000 and total publicity value of over $700,000.
Press Releases
The U.S. Bank Great BalloonFest received mention in five (5) press releases:
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December 18, 2012- U.S. Bank Renews Sponsorship of Derby Festival Great
BalloonFest
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April 24, 2013- U.S. Bank Great BalloonFest Takes Flight this Week
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April 26, 2013- Beautiful Morning for U.S. Bank Great Balloon Rush Hour Race
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April 26, 2013- Balloon Position Draw at Noon
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April 27, 2013- Excellent Launch for Saturday Balloon Race