Affinity group forges US links with LA promotion

UK-based brand affinity consultancy Touchdown Marketing has signed three strategic partnership agreements with LA INC, the official convention and visitor's bureau in Los Angeles.

These partnerships reinforce Touchdown's reputation on an international level and aim to raise awareness outside of the US of the diversity of LA and the LA Film Festival, due to take place from 21 June to 1 July 2007, and increase overall travel bookings to LA through creative, distinctive and ingenious marketing programmes and incentive campaigns.

One of the main incentives is a "once in a lifetime" consumer-focused prize to include travel to the LA Film Festival, attend the VIP gala evening on the opening evening of the film festival and of course the "all important" walk along the red carpet with Hollywood's leading film stars.

These incentives will be available to both existing and potential customers.

The partnership activity programmes will run a series of unique campaigns with a number of leading recognisable brands, for example, MasterCard via banks, which will include direct mail shots and online marketing.

Orange PCS are engaging customers online with e-newsletters and WAP services.

RTE's Late, Late Show (one of Ireland's top TV shows) is promoting the incentive schemes.

Touchdown has a unique reputation within the industry of partnering brands and developing far-reaching promotions to achieve targeted results for its clients.

Touchdown's focus is on boosting shared marketing opportunities for allied brands while enabling dual, hard-hitting access to new markets and distribution channels on an international, national and local level.

Martin Harvey, Associate Director, Touchdown Marketing, said: "These partnerships will raise the awareness of LA INC and the LA Film Festival in both the UK and Ireland allowing consumers to use familiar brands, while entering an exclusive competition to win the opportunity to travel to LA to enjoy this major event.

"We're delighted to be associated with LA INC as a brand and will continue to develop our relationship with them".

Francine Sheridan, Director, Europe, LA INC, added: "The difference is evident in Touchdown's honed service that strikes brand partnerships with a wealth of expertise and data on board to ensure opportunities and performance are heightened.

"Negotiating and managing brand partnerships is an intricate and timely operation that requires in depth knowledge".

Touchdown has become a niche expert in the art and practise of brand affinity marketing, also adding a PR, events and communications resource to be able to promote partnerships and promotions.

Touchdown has developed a series of psycho-demographic tools to match brands with each other.

Brandmine is a system that will identify the correct brand match using an affinity filter that overlays commercial objectives on top of marketing requirements, brand personality and audience radar.

Using precision planning, brands can take ownership of potential and vetted scenarios.

Touchdown - brand affinity marketing, was formed in January 2002 by Gavan Stewart, to help companies unlock the potential in their brands by introducing and developing strategic, long-term, brand alliances with relevant key brands.

Touchdown has offices in UK, Europe and internationally, with further offices planned in 2007.

Over the past year the agency has worked with some 106 brands across 20 countries, including MasterCard, Viking Direct, Trinity Mirror Group, American Airlines, The Independent, Lindt and The Global Fund.

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