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INTERNAL USE ONLY
DHL & GEWANDHAUSORCHESTER
Deutsche Post DHL Group
DHL & GEWANDHAUSORCHESTER
Deutsche Post DHL Group
Roadbook 2020
INTERNAL USE ONLY
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1 Introduction to the partner program
• Gewandhausorchester at a glance
• Performance at its best
• DHL & Gewandhausorchester partnership
• DHL & Gewandhausorchester contractual entitlements
2 Tour calendar
• Tour dates 2020
3 Activation for business value
• Strategic approach
• 360 activation summary
• Brand awareness & equity – digital amplification
• Brand awareness & equity – maximizing ‘Meet the Artist’ lessons
• Supporting business – unique experiences
• Employee engagement
CONTENTS
4. Activation support
• Tickets & hospitality
• Toolbox for activation
• Digital activation
• Approvals
• Spending & Compliance Guidelines
• Approval from compliance exceptions
• Submitting post activation feedback
5. Contacts & support
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INTRODUCTION TO THE PARTNER PROGRAM
• Gewandhausorchester at a glance
• Performance at its best
• DHL & Gewandhausorchester partnership
• DHL & Gewandhausorchester contractual entitlements
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• Composed of 185 first-class musicians and considered
the world’s largest professional symphony orchestra
• Founded in 1743, although its roots can be traced back
to 1479
• Touring across the world several times a year with
concerts typically taking place on three continents: Asia,
Europe and North America
• Number of concerts per year: >100
• Home of world-renowned Gewandhauskapellmeister
Andris Nelsons , who’s also the Music Director of
Boston Symphony Orchestra
Gewandhausorchester at a glance
GEWANDHAUSORCHESTER IN NUMBERS
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Performance at its best
A TIME HONOURED TRADITION
• Founded in 1743, this world-class orchestra from Leipzig, Germany has a long and glorious history in the development of
classical music. The orchestra witnessed the births of many German composers, and also premiered the works of a large
number of composers such as Beethoven, Schubert, Mendelssohn and Brahms.
• Always on the move with a demanding annual schedule
• The world of classical music and high culture resonates to the world with uncompromising standards
• The Gewandhausorchester has a rich history, spanning more than 250 years. Leipzig’s reputation as a premiere city of
music can be largely attributed to the Gewandhausorchester and its standing as the world’s oldest civic concert orchestra
• Of the 600 events that take place every year at the Gewandhaus concert hall, the Orchestra’s Grand Concerts form the
focal point, along with concerts by the St. Thomas Choir of Leipzig and the Children’s Choir, both of which are supported
by the orchestra itself
• The Gewandhausorchester delivers world-class performances at some of the world’s most prestigious concert halls.
The orchestra and its members rely on DHL to provide reliable and efficient delivery of highly sensitive instruments and
equipment. As partners, DHL and Gewandhausorchester never miss a beat
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DHL & Gewandhausorchester partnership
• Start of collaboration in 2005,
Official Logistics Partner from 2009
• Providing temperature-controlled transportation for
more than 100 irreplaceable instruments
• The entire shipment is composed of over 100
individual packages with almost 60 cubic meters
total volume
• Each shipment weights approx. 6 tons in total,
ranging from a 500g triangle to a 133kg kettledrum
• Amount of time needed to plan a tour: 1-1.5 years
• Average distance travelled throughout one year:
approximately 13,500 kilometres
DHL LOGISTICAL SOLUTIONS
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DHL & Gewandhausorchester contractual entitlements
Brand awareness
Logisticsstorytelling
Ticketsand
hospitality
Free use ofimages and
videos
Uniqueexperiences
Comms material
Logo placement
and branding
▪ Concert invitations & hospitality in Leipzig & on tours
▪ Meet & Greets ▪ Backstage tours ▪ Special events and performances▪ Opportunity to attend
Leipzig rehearsals
▪ Positioning DHL as market leader in international arts freight
▪ Authentic logistics showcase
▪ Joint press releasesfor presenting tours
▪ Reference to logistics showcase in GHO press releases worldwide
▪ Official monthly and yearly program booklets and Gewandhausorchester website
▪ Presenting partner for dedicated tours: − logo on show schedules, tickets
and promotional material− Event signage and logistics staff
uniform during presenting partner tours
▪ Building on customer relations in the realm of classical music
▪ Free tickets fund for Leipzig & tour concerts (limited)
▪ Minimum 10% discount on CD / DVDs for guest giveaways
▪ Royalty-free licenses to use Gewandhausorchester owned images, films, and video footage
▪ Use of aspirational stories to connect with music enthusiasts
▪ Cooperation with music platforms Spotify & IDAGIO to bring Andris Nelsons’ favourite playlist to the audience – Delivered by DHL
▪ Student program during tours:‘Meet the Artists’ lessons that provides a unique experience to underprivileged kids
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TOUR CALENDAR• Tour Dates 2019 / 2020
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Tour calendar 2020
08 SEPT BERLIN, GERMANY
10 SEPT LONDON, UK
FESTIVAL TOUR
19 – 27 MAY JAPAN CONCERTS (TBC)
TBC
ASIA TOUR 2020
03 JULY BADEN-BADEN, GERMANY
04 JULY BADEN-BADEN, GERMANY
05 JULY BADEN-BADEN, GERMANY
BADEN-BADEN RESIDENCE
16 NOV HAMBURG, GERMANY
17 NOV HAMBURG, GERMANY
18 NOV HAMBURG, GERMANY
20 NOV PARIS, FRANCE
21 NOV PARIS, FRANCE
22 NOV PARIS, FRANCE
24 NOV FRANKFURT, GERMANY
25 NOV FRANKFURT, GERMANY
26 NOV FRANKFURT, GERMANY
27 NOV VIENNA, AUSTRIA
BEETHOVEN RESIDENCE
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ACTIVATION FOR BUSINESS VALUE• Strategic approach
• 360 activation overview
• Brand awareness & equity – digital amplification
• Brand awareness & equity – maximizing ‘Meet the Artist’ lessons
• Logistics Showcase – Content Development
• Supporting Business – Unique Experiences
• Employee Engagement
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Strategic approach
Opportunity to use Gewandhausorchester to invite customers and media to a unique DHL experience and look behind the scenes at one of the world’s premier orchestras
Customer & Media Engagement
Showcase DHL’s global logistics capabilities and our role in delivering Gewandhausorchester around the world -transporting priceless instruments against tight deadlines
Logistics Showcase
Raise awareness of the partnership amongst classical music fans by creating engaging content that appeals to their interests and reflects DHL’s own brand qualities
Content & Storytelling
Objectives
Position DHL as THE leading global logistics brand
Increase awareness of global network and logistics expertise of DHL family of divisions
Differentiate from competition
Build relationships with existing & new business partners
Engage with fans around their personal interest and emotionalize the brand
Convincing minds
Shape the Group’s profile as an innovative and sustainable growth company
Winning hearts
Strengthen emotional bonding with key stakeholders internally and externally
Contributing to business success of DHL through leveraging partnerships
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Media tours ‘behind-the-
scenes’
Market ToolkitMedia outreach,
digital/social
amplification
Info graphics
and video
storytelling
Ticketing &
hospitality,
special
experiences
LOGISTICS SHOWCASE
‘Meet The Artist’
CR program
Cooperation with
Spotify & IDAGIO
BRAND AWARENESS & EQUITYDrive awareness and emotionalize the brand in the target group; create reach and engagement on B2C and B2B level
LOGISTICS SHOWCASESpecialist in arts logistics & handling of priceless cargo
SUPPORT BUSINESSCustomer, employee and media engagement
1
2
3
FOCUS AREAS
360 activation overview
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CROSS PLATFORM ENGAGEMENT
• BBC Music Magazine is the world’s most popular classical music magazine
• Partnership includes; print and tablet ad placements, solus newsletters, and digital homepage takeover and display advertising
• Possible opportunities for editorial integration in future
TICKET GIVEAWAY PROMOTION TO WIN AND EXPERIENCE THE GEWANDHAUSORCHESTER
• Advertorial placement within Gramophone’s HTML newsletter and website
• Promotional content links to DHL InMotion and behind-the-scenes content
• DHL ticket competition rewards fans for engaging with the content
Brand awareness & equity – digital amplification (1/2)
Media partnerships engage a classical music audience and enable communication of DHL’s partnership with Gewandhausorchester. A passionate, relevant audience is targeted with storytelling and ticket promotions across print and online channels.
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USING POPULAR INNOVATIVE MEDIA PLATFORM ‘SPOTIFY’TO INCREASE PARTNERSHIP AWARENESS
Spotify is the largest ad-supported music streaming service in the world, with passionate, engaged users at all times of the day
Targeting a ready-made audience of classical music enthusiasts
Gewandhauskapellmeister Andris Nelsons presenting his most favourite classical pieces on a playlist presented by DHL
Activity to include the below assets driving engagement with DHL’s social media platforms:
• Display advertising• Branded video moments• Sponsored or bespoke playlists
Brand awareness & equity – digital amplification (2/2)
Spotify’s streaming intelligence and ad experiences helping us reach 25-64 years old in the moments that matter.
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RELATIONSHIP BUILDINGORGANIZE LESSONS
Brand awareness & equity – maximizing ‘Meet the Artist’ lessons
‘Meet the Artist’ is a shared vision and joint social engagement where underprivileged children are invited into the working environment of classical music, inspiring them to engage und learn from passionate world class musicians.
Make use of ‘Meet the Artist’ opportunity
through-out the 2019 tours
– Work with DPDHL Group GoTeachprogram & Gewandhausorchesterenabling local BUs to host events and select relevant students who will benefit from the experience
– Events can be open-up for media
SOCIAL MEDIA
Social Media Content
− Promote content on owned and partner
social media channels (Teach First/ Teach
for All / Gewwandhaus)
− Best case example for leveraging CR
aspects through commercial
sponsorships in a joint ownership for
societal responsibility
Relationship building with Teach For All
network
− Build a strong relationship with country
organizations of this notable social
enterprise
− Joint CR projects with Teach For All
organization in local areas help us to
continue our work for society
− Enable Gewandhausorchester to
leverage their educational program
while travelling international
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• Unique Meet & Greets before
the concert with musicians,
Andris Nelsons and
management team
• Held in a private room with
F&B provided to guests at
local country expense
• Maximum of 20 guests
Support business – unique experiences (upon request)
Each concert in Leipzig and on tour offers exclusive opportunities to enhance the brand DHL experience for our customer (and employees) and drives brand loyalty.
BEHIND-THE-SCENES TOURSMEET & GREET
EVENTSSPECIAL EVENTS &
PERFORMANCESLEIPZIG REHEARSALS
• On special request, a small
ensemble can perform at
local and international DHL
events
• Backstage visits held during
the concert halftime break for
up to 15 persons
• Media tours available
when DHL are holistically
managing the logistics for
that concert
• Opportunities to attend
rehearsals at the Leipzig
concert hall
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Employee Engagement
• Use of partnership facts, figures and insights to create
quizzes for internal competitions
• Use of music-based theme for driving internal campaigns
or HR programs, e.g. teamwork, performance, etc.
• Use of merchandise or performance tickets as campaign
incentives or for reward and recognition of outstanding
performance
• Employees experience a Gewandhausorchester
performance, rehearsal or behind the scenes experience
• Music workshops as an internal fun activity
IDEAS FOR INTERNAL ACTIVATION
For more information, please contact the DHL Sponsorships Hotline: [email protected]
Our staff are our greatest brand ambassadors, and our global partnerships are a fascinating and lively platform on which to engage our employees.
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ACTIVATION SUPPORT• Tickets & Hospitality
• Toolbox for activation
• Digital activation
• Approvals
• Spending guidelines
• Compliance guidelines
• Approval from Compliance Exceptions
• Submitting Post-Activation Feedback
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Tickets & hospitality
OPTION 1:RECEPTION AND CONCERT
OPTION 2: RECEPTION INCL. MEET & GREET,
CONCERT AND DINNER INVITE
• Individual arrival and departure
• Reception
• Enjoying the concert from top seats
• Backstage tour during break (15 mins, upon request)
• Individual arrival and departure
• Reception with top-class catering including
Meet & Greet with members of the orchestra and
a DHL Logistics Team representative (upon request)
• Enjoy the concert from top seats
• After-concert dinner invite
• DHL branded gifts
As the Official Logistics Partner of the Gewandhausorchester, DHL helps the Orchestra to
deliver more than 20 concerts worldwide each year. Each concert offers exclusive opportunities for DHL
customers and guests to have a front-row view of some of the world’s leading musicians.
How to order tickets:
Tickets are available within contracted thresholds. Due to limited capacity final allocation is to be confirmed by the Global Sponsorship Team.
Please contact [email protected] or call the DHL Sponsorships Hotline. The Ticketing Hotline can also support with booking additional unique experiences with orchestra members or management.
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MARKETING COLLATERALS MEDIA RELATIONSHOSPITALITY &EXPERIENCES
Toolbox for activation
• Logos and infographics
• Invitation template
• Tour calendar
• ATL global advertisement
• Press kit including
− Press release
− Key facts
− Q & A’s
• GHO 2019 PremiumExperience Guide
• ‘Meet the Artist‘ activation toolkit
• Ticket request form
IMAGERY & FILM
• Image and video gallery
• For branded videos please check our Gewandhausorchester playlist
on www.youtube.com/dhl
Approval needed:
Any locally created materials must be approved by the Global Sponsorship Manager & the Gewandhausorchester in advance.
Please see approvals page and contact the DHL Sponsorships Hotline for advice:[email protected]
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• DHL will regularly post interesting insights, news, editorials and facts on the InMotion partnership digital hub
• InMotion includes latest deep-dive storytelling and content footage as well as serves as a platform for lead generationthrough campaigning
• Follow: InMotion.DHL/Gewandhaus
DHL InMotion SPONSORING HUB
DHL GLOBAL CHANNELS DHL SOCIAL MEDIA PLATFORMS GHO DIGITAL ACTIVATION
Digital channels for partnership activation
Features of our partnership can be found on a variety of owned digital and social media channels as well
as on partner’s media in various languages
General information on ourSponsorship portfolio
InMotion.DHL
https://www.dpdhl.com/en/about-us/brand-partnerships.html
MyNet Sponsorships Special
Campaign related content and news
• Facebook.com/DHL
• Twitter.com/deutschepostdhl
• Instagram.com/DHL_global
• YouTube: GHO Playlist
• InMotion.DHL/Gewandhaus
Latest news, information about the orchestra and the tour blog via
• gewandhaus.de/en/
• Facebook.de/Gewandhaus
• Twitter.com/Gewandhaus
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Approvals
• DHL’s designation is: Official Logistics Partner of the Gewandhausorchester
• Gewandhausorchester is a brand name and can’t be translated
• Still photographic images showing the conductor and orchestra members may be used for editorial and promotional purposes, if obtained from approved photographic agencies, with fees and clarified rights of usage, or through the orchestra as facilitated by the Global Sponsorship Team
• Free imagery will be regularly uploaded to the Activator on DHL Corporate Net – if you have any specific requirement, please contact the DHL Activate Hotline
• Make sure to use the full event name and correct event logo when promoting Gewandhausorchester
USE OF LOGO, OFFICIAL DESIGNATION, IMAGERY & VIDEO FOOTAGE
APPROVAL PROCESS & TIMING
• All Gewandhausorchester related promotions / communications need approval from the Global Sponsorship Managerand the orchestra
• Approvals may also be needed from individual event promoters and sponsors so time should be allowed for this
• You should allow five working days for feedback and additional time for revised artwork to be sent back for approval
Please contact the DHL Sponsorships Hotline
for any question on the approval process:
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Spending guidelines
Whether you are provided with activation funding from your global headquarter/regional MarComms, or allocate local revenue to partnership activation, the following spending guidelines should be followed to achieve maximum leverage:
• Consider spend vs reach / value / achievement of objectives – a greater % of budget should be spent on activities that will deliver more value, especially if delivering additional revenue
• Make less spend on customer hospitality (smaller impact, compliance considerations), and put more spend and effort into otherareas to drive value – such as PR, public promotions, customer direct marketing campaigns, etc
• At least 10% of the activation budget should be spent on a PR/media relations activity, such as a media briefing, behind-the-scenes tour, etc.
• Consider collaborations with other Business Units as well as other event sponsors to share costs
• Further consideration when allocating budget should be given to:
− Extent of previous activation undertaken
− Ability to activate via customer base and staff locations in the vicinity of the event
− Cost of activation implementation in-country
MAXIMISING VALUE
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ANTI-CORRUPTION & BUSINESS ETHICS
1. Since 2008, the Group has an “Anti-Corruption and
Business Ethics Policy” which requests prior written
approval by the Compliance Officer for hospitality and
entertainment events which go beyond the policy, i.e.
benefits in the business setting above a threshold of
250 EUR per invitation
2. Gifts and entertainment are generally an accepted way of
building and maintaining business relationships.
However, certain invitations may be viewed as a bribe
3. Under most laws, a gift, hospitality or entertainment is
critical if made to influence business decisions or if
perceived as improper inducement. Fines and monetary
penalties may be severe for Express, the Group and
individuals (imprisonment may also be a consequence)
4. In addition, some customers are requesting us
to refrain from inviting their employees to avoid
any potential conflict
5. Key policies include the exclusion of public officials and
customers who we are negotiating with (incl. tender
processes). Invites for spouses, partners and children
must be pre-approved
6. The customer approval template to apply for exceptions
to the compliance guidelines can be accessed on the
Brand Hub (https://www.dpdhl-brands.com/dhl/en.html)
for submission online to the Global Compliance Office
(special registration needed for downloading
tools & templates)
Compliance guidelines (1/2)
The chart on the following
page provides guidelines
regarding gifts, entertainment, hospitality and
sponsoring events
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WORKING WITH GIFT LIMITATIONS
Compliance guidelines (2/2)
To distinguish gifts, hospitality, entertainment and sponsored event invites that strengthen business ties from bribes,
please refer to the summary chart of the Approval Concept in the revised Anti-Corruption and Business Ethics Policy
Note: In addition to the above summary the DPDHL Anti-Corruption and Business Ethics Policy applies and must be considered.
Anti-Corruption and Business Ethics Policy (Section 3+4)
Permission Gifts Hospitality Entertainment Sponsored Events
Not permitted > 100 EUR, permissible
only with prior written
approval of GCO or BU
Compliance Officer
(see Section 3.2 / 3.6)
> 250 EUR, permissible only
with prior written approval
of GCO or BU Compliance
Officer
(see Section 3.2 / 3.6)
> 250 EUR, permissible
only with prior written
approval of GCO or BU
Compliance Officer
(see Section 3.2 / 3.6)
> 250 EUR, permissible only
with prior written approval of
Compliance (GCO or BU
Compliance Officer)
(Section 4.5 / 4.6)
May be permitted after
Cost Center approval
< 100 EUR,
(see Section 3.3 / 3.5)
< 250 EUR
(see Section 3.3 / 3.5)
< 250 EUR
(see Section 3.3 / 3.5)
< 250 EUR
(see Section 4.3)
Permitted – specific
approval not required
nominal value such as
calendars and other
promotional giveaways
(see Section 3.1)
reasonable; normal business
setting
(see Section 3.1)
n/a < 100 EUR
(see Section 4.2)
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Compliance Rules
IN DPDHL GROUP FOLLOWING RULES FOR INVITING EXTERNALS TO ENTERTAINMENT & HOSPITALITY EVENT
BEYOND THE EUR 250 TRESHOLD P.P. DO APPLY
1. Principles laid down in the DP DHL Code of Conduct /
Anti-Corruption and Business Ethics Policy must be
considered.
2. Applicable local laws or regulations must not be violated
3. Hierarchic level and status of the invitee must be appropriate to
the event / ticket level. Invitees must not be Public Officials.
4. Invites should not form a pattern or series of events (no more
than one invite per person per year)
5. Compliance reference with the invitation on customers’
acknowledgement that invitation does not violate their own
internal policies and guidelines (“By accepting this invitation we
assume that you have the full agreement from your company to
attend and that it in no way infringes your own company
policies.” )
6. No motivation to influence pending business decisions /
pending bids.
7. Invitees must be hosted by appropriate DHL personnel; where
possible events should include customer information (aspects
on products/service, discussion forums, lectures, facility tours
etc.).
8. Requests for exceptions must be on the standard template
(DHL Activator section on Corporate Net: https://www.dpdhl-
corporate.net/) and all fields need to be completed:
− Costs of invite must be according to fact and listed in detail
− Invites for spouses / partners / family members subject to
approval
− Hosting and attending DHL Personnel should also be listed
on the template
9. All invitations (can be summarized per event) must be
approved in writing PRIOR to the event by the Country
Manager and the relevant Regional CEO, with notification to
the relevant BU Compliance Officer.
10. A record of all approved exceptions must be forwarded to the
BU Compliance Officer and also kept on file / stored locally for
possible future audit purposes
11. All staff requesting or approving specific corporate hospitality
must have concluded the web-based DPDHL Group Anti-
Corruption Training on my learning world
(www.mylearningworld.net)
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Submitting post activation feedback
Our partnerships provide a great
opportunity for markets to maximize DHL
brand recognition through a
360° integrated marketing approach
delivered internally
as well as externally
− Following your activation of the
partnership, please submit such details
to the Hotline as shown in the matrix
− Your feedback will enable ongoing
evaluation of our Partner Program, as
well as share ideas amongst colleagues
for improved activation
OVERVIEW QUANTITATIVE METRIC QUALITATIVE METRIC
Events executed Event title, date, venue, target group
definition, business topics covered
Usage of tools on DHL Activator
Did you use the DHL Activation
and/or Ticketing Hotlines?
To what extent did you
use/promote unique assets/tools
Hospitality used No of customers hosted on-site
Ticket level used
Comments re customers in
general, Customer feedback
following hospitality
Promotions
implemented, e. g.
sales campaign
or public ticket
giveaway
No of contacts sent to
No of leads generated
DM activity if relevant – CTR (%)
No/value/type of giveaways
Feedback from sales re business
impact, customer wins, etc.
Feedback from winners
Media activity
undertaken
No of media hosted on-site;
Media coverage – media titles
& reach
Press clippings report
(print & online links)
Employee
engagement
activities held
No of employees hosted on-site
Reach of internal promotion
Engagement numbers, e.g.
comments
Overview of activities, details re
interaction, feedback
IF APPLICABLE
Brand exposure
achieved,
advertising
purchased
No of advert insertions (print,
digital): gross reach and media value
Online activity – no of unique
visitors, CTR (%)
Comments re image/credibility
enhancement in the local market
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CONTACTS & SUPPORT
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Contacts & support
The DHL Sponsorships Hotline is your first point of contact for all other questions regarding
partnership activation: [email protected]
FURTHER USEFUL CONTACTS
Ticket Enquiries:
Global Sponsorship Team – Corporate Brand Marketing:
Christine Schröder-Schönberg: [email protected]
Media Enquiries:
David Stoeppler: [email protected]
Group Brand Design Approval:
Campaign and Toolkit Adaptation (TAG Worldwide):
Brand Hub Sponsoring Tools Access Register:
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