The below article is taken from Australian Sponsorship News.
http://www.sponsorshipnews.com.au
Origin Energy is focussing on the promotion of its environmentally friendly power options in its sponsorship of the Sydney Opera House and is using what it claims is Australia’s first carbon counting tool to monitor the greenhouse impact of events and performances.
Origin’s sponsorship of the SOH began in early 2011 and, according to the company, it has generated significant brand exposure and media interest through marquee events like the mid-year VIVID Live Festival, that attracted more than 35,000 people and the 2011 Open Day held in October that saw just under 20,000 people visit the venue in a single day.
For VIVID Live, the carbon counter showed that 83% of total emissions were generated by the flights taken by the artists and crews that took part in the event. Catering was the second highest emissions emitter at 11% followed by electricity consumption, which came in a distant third accounting for 3% of all carbon emissions for the event.
A spokesperson from Origin said that the two events appealed to the company because they engaged different customer segments. VIVID was more aligned to a younger demographic while the Open Day attracted a family oriented audience.
Social media played an important part in Origin’s leveraging of VIVID with twitter and Facebook used for a promotion to appoint an aspiring writer as an official blogger for the event.
“The blog really helped us speak to a younger demographic and infiltrate the social media space,” an Origin spokesperson said.
During Open Day, Origin was able to show in a tangible way its commitment to providing 10% of the Opera House's power in green power. The company calculated its contribution as being the equivalent to planting 2,522 trees and growing them to maturity, and rather than communicating this through a photo opportunity, it decided to gift 2,522 trees to the Sydney public at the Sydney Opera House Open Day.
Origin’s sponsorship of the Sydney Opera House runs through to the end of September 2012.
Keep up to date with Sponsorship News across Australia.
http://www.sponsorshipnews.com.au