Fontanafredda: Turin Winter Olympics 2006 Sponsor Programme

Fontanafredda Sponsor Hospitality Programme

The brief

  • Improve the Fontanafredda brand as the brand of choice amongst local, national and international restaurateurs, as well as key distributors

  • Co-ordinate 46 different hosted groups from 13 countries, ranging in size from 4 to 25 people and comprising domestic and overseas guests, VIPs, day visitors, staff and incentive groups, and ticket only recipients (~950 guests)

  • The progamme had to utilise limited Olympic ticket inventory, a company-owned accommodation base and extensive wine cellars

Our response

  • Sportsworld developed a programme comprising 7 waves of 1, 2 or 3 nights, with each guest attending one or two Olympic events

  • We created the core hospitality experience around an authentic Italian winter theme of gourmet food and fine wines; this showcased Fontanafredda’s winery estate; cellars and tasting rooms (used for Italian banqueting); and VIP lounge and restaurant (featuring Fontanafredda wine) located next to the Medals Plaza and IOC Club

  • We co-ordinated all programme logistics, including:
    - ticket management
    - pre-Games liaison with the Organising Committee (e.g. rate card orders for transport/VAPs)
    - driver recruitment and training
    - guest accommodation
    - access to official hospitality
    - programme administration from guest invitations to thank you letters
    - Italian-speaking staff team

The results

  • Tight budget management: the programme came in under budget due to revenue achieved from wine tours for other sponsors, co-ordinated by Sportsworld

  • Flexibility for ‘boutique’ programme management (27 iterations!)

  • Very positive brand association through Winter Olympic experience with Italian flair:
    - improved international positioning amongst distributor network
    - stronger local client/dealer relationships, leading to immediate sales opportunities

 

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