The Times Cheltenham Literature Festival - Sponsorship Opportunities

4-13 October 2013

SPONSORSHIP OPPORTUNITIES

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Thank you to the festival and The Times for the opportunity to hear Kofi Annan speak and to interact with him here in Cheltenham, it was an exhilarating experience.

Audience member 2012

Photo credit: Gareth Iwan Jones

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SUPPORTING THE TIMES CHELTENHAM LITERATURE FESTIVAL Every year Cheltenham hosts the world’s oldest festival of literature, with over 60 years of unrivalled heritage and a mission to celebrate great writing with as wide an audience as possible.

With over 500 events packed into 10 days, the festival reaches tens of thousands of visitors providing an opportunity to communicate brand messages to an engaged and receptive audience, and a wider consumer base through our databases and national media partnerships.

We are an arts charity with a commitment to promotion of the written word through our events and education projects, meaning a partnership can also enable companies to achieve corporate social responsibility objectives.

Incorporating the very best writers and performers from across the globe, the festival also provides opportunities for high profile corporate hospitality in a unique and exciting environment.

We work with companies to create partnership packages that deliver results for your set of brand objectives.

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The best literary festival in Britain.

It’s an amazing chance to hear people, meet people, learn new things and I think that’s what brings me here.

”

James Harding The Times (Editor 2007-2012)

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A brilliant array of authors and events, but also a confidence and sense of ambition from the Festival team, who have pulled out all the stops to make sure the The Times Cheltenham Literature Festival continues to grow and make waves.

Fiona Allen Waterstones

Photo credit: Jessica Hingston

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WHAT TO EXPECT FROM THE FESTIVAL ▪▪ Outstanding events: Bringing bestselling authors, influential politicians, sporting heroes, comedians and stars of stage and screen to share their stories with the public.

▪▪ Festival village: Located in the town centre gardens, our site incorporates bookshops, cafes and interactive spaces alongside event auditoriums.

▪▪ Buzz and energy: Cutting edge debate, one-off events and high profile celebrity appearances generate a build-up and hum of excitement around the festival site and beyond.

▪▪ Highly engaged audiences: The festival creates an atmosphere of friendly discussion and a flow of ideas which engages and enlightens our audiences.

▪▪ Inspiring young minds: Our schools’ programme and family events provide children and young people with an outlet for their creative interests.

▪▪ Networking: Our corporate events and VIP areas provide a fantastic environment for client entertainment and making new business connections.

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I thought the atmosphere was great, everyone was enjoying themselves and the events were amazing from J K Rowling to Roger Moore.

Audience member 2012

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The range of events for free in the Sky Arts tent was amazing and managed to involve a whole cross section of people young and old performing an incredible selection of activities Audience member 2012

Photo credit: Spencer McPherson

2012 MEDIA PARTNERS

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FESTIVAL OVERVIEW DEMOGRAPHICS ▪▪ 140,000 tickets sold ▪▪ 40% travel for more than an hour ABC1 audience with high level of disposable income and who typically: ▪▪ Enjoy travelling abroad regularly ▪▪ Like good food and wine ▪▪ Take advice on financial affairs and purchase financial products

ENGAGEMENT ▪▪ Average spend of over £60 on Literature Festival tickets ▪▪ Positive association: 94% rated the festival experience enjoyable or very enjoyable ▪▪ High rate of brand recognition: over 90% recall rate for top sponsors

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Photo credit: Spencer McPherson

MARKETING COLLATERAL ONLINE ▪▪ 1.5 million page views on cheltenhamfestivals.com during the festival booking period from July-October ▪▪ 130,000 unique web users during the booking period ▪▪ Email newsletters sent regularly to over 35,000 ▪▪ 14,000+ twitter followers ▪▪ 6,500+ facebook fans Acknowledgement depends on level of support but can include: ▪▪ Hyperlinked logo credit on the list of supporters webpage ▪▪ Hyperlinked logo credit on sponsored event page ▪▪ Advertising space on festival homepage ▪▪ Advertorial content on the festival blog ▪▪ Promotion on festival e-newsletters ▪▪ Dedicated promotional page on the festival website ▪▪ Social media mentions and links PRINT ▪▪ 30,000 full programmes circulated (further 23,000 online views) ▪▪ 50,000 ‘taster’ brochures distributed Acknowledgement depends on level of support but can include: ▪▪ Logo credit inside front or back cover of programme and taster ▪▪ Credit alongside sponsored events in programme ▪▪ Full or half page advertisements in programme ▪▪ Advertisement on printed ticket wallets or other distributed materials OTHER ▪▪ 7,000-strong Membership Scheme and email database of 35,000+ that can be targeted through specific mailings

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We have worked collaboratively to ensure that both parties meet and exceed their objectives. We have been particularly impressed with the team’s creativity, enthusiasm and organisation skills to produce a worldclass festival every year.

Zoë Helme Radio Times

Photo credit: Spencer McPherson

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WHY SUPPORT US? By sponsoring The Times Cheltenham Literature Festival, you are not only supporting the charitable mission of the organisation, but you gain access to an exclusive range of benefits that provide excellent return on investment.

The festival offers an innovative way to engage with consumers and a unique opportunity to celebrate an occasion or entertain clients.

YOUR OBJECTIVES COULD INCLUDE: ▪▪ Building brand awareness using our marketing channels, national media coverage and festival site presence ▪▪ Communicating corporate identity by aligning with a creative and innovative cultural organisation ▪▪ Targeted marketing to our affluent and discerning audience demographic and mailing list of 35,000 ▪▪ Sampling your product to our thousands of festival visitors ▪▪ Funding our educational work in the community ▪▪ Promoting brand values to stakeholders including consumers, employees, the community, media and our high profile speakers ▪▪ Engaging clients and staff with exclusive and rewarding hospitality experiences ▪▪ Joining a network of national and regional partners that includes The Times, Sky, and Waterstones ▪▪ Playing a part in supporting the future of a culturally iconic event

5.

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Our sponsorship of the Simon Pegg event was very rewarding. The pupils really enjoyed meeting Simon and grilled him on his early days at King’s!

The King’s School Gloucester

Photo credit: Jules Beresford

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EVENTS

from £3,000

collections from Associate your company with a specific event from the festival programme which reflects your brand identity and objectives - or partner with us to sponsor a collection of events on a particular theme.

£10,000

For any event you support, individually or part of a series, the following opportunities are available: REACH AUDIENCES ▪▪ Introduce your sponsored event(s) ▪▪ Brand your event and inform a ‘captive audience’ with digital screen advertising ▪▪ Distribute samples or goodies to attendees ▪▪ Brand credit against event booking page(s) online and in brochure CREATE EXPERIENCES FOR YOUR GUESTS ▪▪ Access to the VIP Room ▪▪ Meet authors and performers at your reception ▪▪ Photo opportunities with authors and performers ▪▪ Complimentary tickets for you and your guests ▪▪ Present guests with a signed book ▪▪ Invitations to the Literature Festival Opening Night Party

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Cheltenham literary festival.

It’s huge...

Get on yer bike!

Simon Pegg via twitter

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6.

Photo credit: Jules Beresford

SUPPORT THE CHILDREN’S FESTIVAL

events from Title sponsorship

£3,000 £15,000

Children, families and schools have their own special programme of events in a dedicated area on Imperial Gardens, including the “Hideaway” – a specialist childrens Waterstones bookshop.

We host over 90 family events featuring young people’s favourite authors such as Jacqueline Wilson and Michael Morpurgo, and characters from the Mr Men to Peppa Pig. With sales of 11,000 tickets and additional free activities the festival attracts thousands of parents and children which brands can target with sampling and experiential activity.

BENEFITS CAN INCLUDE: ▪▪ Title sponsorship including branding across all marketing materials, on and offline ▪▪ Naming rights to the key venue for children’s events ▪▪ Association with specific events within the programme ▪▪ A dedicated branded space on the family focused site ▪▪ Sponsorship of the free Fun Day on each weekend of the festival ▪▪ Working with Waterstones to host activities in the children’s bookshop ▪▪ Sampling opportunities

7.

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We thoroughly enjoyed our recordings and your staff were as wonderful and helpful as ever.

Commissioning Editor BBC Radio 4

Photo credit: Spencer McPherson

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BESPOKE PACKAGES

from £15,000

Our relationships with our major and principal supporters are highly bespoke partnerships which allow brands a high level of integrated brand presence and real input into festival content.

We will work with you to maximise your visibility and audience awareness, and to build a programme of events that aligns with your brand values and target consumer.

▪▪ Programme a series of special events in partnership with our team to achieve maximum alignment with your corporate objectives ▪▪ Sponsor a festival venue with naming rights, to establish high visibility branding ▪▪ Become an official food or beverage supplier through our festival catering spaces ▪▪ Sample your product to our ABC1 attendees ▪▪ Create your own space at the festival providing free interactive activities ▪▪ Sponsor a tailored storytelling series of free readings to reflect your marketing campaign ▪▪ Fund a festival Education project or Community Outreach work in line with CSR objectives

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In 2012, Gloucestershire College held an independent corporate event at the Festival for the first time, and this is something we would like to develop in partnership with the festivals team.

The Festival offers a really exciting platform to work from, and we have lots of ideas for the future!

Michelle Louth, Communications and Events Manager, Gloucestershire College

Photo credit: Spencer McPherson

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BUSINESS EVENTS

CONFERENCES, WORKSHOPS & NETWORKING The Literature Festival attracts the top names in journalism, business and politics. Make the most of this opportunity to host exclusive events for your staff and clients on-site at the festival and make use of our facilities.

Business event packages are tailored to your needs and can include: ▪▪ Hire of one of a range of fully equipped auditorium venues for all business needs ▪▪ Exclusive use of the spectacular Spiegeltent for a breakfast, lunch or reception ▪▪ Catering options for attendees of all event formats ▪▪ Assistance securing a high profile keynote speaker ▪▪ An experienced Event Manager to coordinate arrangements on the day

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An ideal setting for our staff conference. It gave us exclusive access to a high profile speaker in Duncan Bannatyne, and we were delighted to find a local venue that was so unique Claire Campbell , Marketing Manager , Hazlewoods

Photo credit: Spencer McPherson

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For more information on supporting The Times Cheltenham Literature Festival, please get in touch: Julia Jenkins Development Director T: 01242 537272 E: julia.jenkins@cheltenhamfestivals.com Jane Furze Festival Director T: 01242 537280 E: jane.furze@cheltenhamfestivals.com