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Tag Archives: sponsorship

We Just Keep Picking Winners: Not Only Ferrari, but Also a Centurion!

As I’ve mentioned here before, tearing up the rulebook is an internal slogan of our marketing department. Sometimes the proverbial tearing up of the rules occurs in explosive fashion (for example when we recently arranged for a Japanese Awa Odori dance to be performed at the Barcelona Carnival); other times, the ripping up takes place at a calmer pace and over a longer term. Incidentally, there’s a completely separate format – that of our philanthropic initiatives; but we tend not to harp on about these too much.

Anyway, let me tell you about another rulebook-shredder of the calmer, longer-term kind…

For several years our “face” in the Asia-Pacific region (APAC) was Jackie Chan. Everyone was pleased with this set-up, me included of course, and so we decided to continue in the same vein, but with a slightly different – Indian – slant, especially since KL’s prospects in this country are looking nothing less than spectacular. So in September 2011 we gladly announced that Sachin Tendulkar – the international cricketing legend – became our Brand Ambassador.

Brand Ambassador

More: So, what’s all the fuss about?

Tearing Up the Rule Book.

“Tearing Up the Rule Book” is an informal motto we use in our high-level marketing. Looking back over our trip to the South Pole, sponsorship of the Ferrari Formula One Team, enrolling Japanese teen pop sensation AKB48, supporting the recent Transantarctic expedition of Felicity Aston, and all sorts of other local events and promotions too, I think it’s fair to say that we pretty much totally tear up the rule book every time one is pushed our way. And here’s a fresh example …

More: Tearing Up the Rule Book.. . .

The Woman Who Single-Handedly Conquered Antarctica.

In November of last year Felicity Aston set off once again on a pair of skis, but this time she was alone and her journey was not just to the South Pole but right across the Antarctic, from coast to coast – a solo Transantarctic expedition via the South Pole. Once again, we helped out emotionally and financially. From “door to door” Felicity covered 1744 km in 59 days, or almost 30 km a day! Why did we sponsor this completely crazy and extremely risky project?

More: The Woman Who Single-Handedly Conquered Antarctica.. . .

Italy Is Known for Its Supercars, Russia – Its Chess Players.

Italy is famous for (among other things, hmm, let’s see… pasta, scooters, diving footballers, fiery women…!) its supercars, while Russia is famous (besides vodka and bears in the street, of course) for its chess players. Therefore, in Italy we sponsor Scuderia Ferrari, while in Russia we have taken under our guardianship the young (born 1997) and extremely promising chess player Mikhail Antipov. He travels all around the world to take part in tournaments, and this of course entails visas, flights, hotels, etc., which his parents’ resources can’t fully stretch to. So we decided to step in and help out …

More: Italy Is Known for Its Supercars, Russia – Its Chess Players.. . .