UPS - Beijing 2008 Olympic Games
Following a comprehensive assessment of the opportunity involving UPS HQ and Octagon, a decision was taken to pursue a sponsorship of the 2008 Olympic Games. The objective was, through a consultative relationship-building approach, to create a ‘category of one’.
With Octagon’s guidance, UPS engaged the Beijing Olympic Organising Committee (BOCOG) early. The approach we took ensured that the final category description (Logistics and Express Delivery) was ‘on-message’ and met the needs of the UPS brand. A compelling offer was then made that maximised value - as only a small fraction of the UPS’ investment in China.
The relationship and trust that Octagon helped to develop between UPS and BOCOG during the negotiation process laid the foundation for a strong partnership going forward.