Concise.pdf - Brugge Plus

Music and Architecture
© MICHAEL MAIERHOF
Replica of the historic city crane
© STEFAAN YSENBRANDT
project, made media space available via their specific channels.
Associated sponsors supported a number of BRUGGE 2002 projects, grouped under a
single name, or not.
The project sponsors backed one particular project in the BRUGGE 2002 programme.
BRUGGE 2002 had 46 sponsors in all. Twenty-six of these sponsors provided their
contribution in the form of cash, and as many sponsors opted for sponsorship in
media space or in kind. (Some sponsors opted for combined sponsorship in cash and
in kind.)
Substance of the partnership
A sponsorship agreement is a question of give and take. The company is actually buying
a product that is to a large degree tangible. In the case of BRUGGE 2002, this
amounted to a number of representative activities (night sessions, for example), tickets
for various events and other products (guided city walks, use of the VIP room,
invitations to openings, etc.) and visibility in the communication for BRUGGE 2002
(advertisements, logo mentions, on-site visibility, etc.). In addition to this tangible
result, there is the incalculable, but perhaps most valuable result: the creation of an
image.
Returns
The most tangible part of the sponsor return was undoubtedly the night sessions.
The sponsors booked 75 night sessions, almost exclusively on the occasion of the
three major exhibitions. This is understandable – these were top exhibitions that
offered ample possibilities to captivate a broad public. However, it is a pity that the
sponsors did not take any notice of smaller, but equally worthy projects such as
Attachment+, WHAT A tale in free images, Octopus or .WAV. Nonetheless, both the
sponsors and their guests were very pleased with the night sessions.
In all 28,833 tickets were made available to the sponsors.
BRUGGE 2002 made full use of its communication media in order to mention the
sponsors’ co-operation in the form of advertisements, the inclusion of logos and the
mention of names.
Evaluation
Even without the visibility in the general communication for BRUGGE 2002 and the
upgrading of the sponsors’ image, the returns represent a value of 4 1,359,417
(BEF 54,840,000), calculated on the selling prices. Of this, the night sessions given
in return represent a total selling price of 4 789,000 (BEF 31,850,000), tickets and
gift vouchers account for 4 485,817 (BEF 19,500,000) and other activities, including