Anheuser Busch In Bev, the global alcoholic beverages company, with major brands, Budweiser, Stella Artois and Becks amongst others, also has a long history in the management of entertainment venues like Budweiser Gardens located in London, Ontario, home to the Ontario Hockey Leagues, 'London Knights' and the National Basketball League's 'London Lightning'.
With a capacity of over 9,000 guests daily, the venue also hosts regular high profile concerts and events. Busch Entertainments management was looking to capitalise on these sell out crowds and discover new ways to generate additional revenue.
Working closely with the 3M Commercial Graphics teams in Canada and converter partner, Autotrim Design, the client decided to transform specific unused spaces within the centre into branded purchase zones for Budweiser beer and other third party brand opportunities, using dramatic large format graphics to convey advertising themes.
Pillars, floors, counter tops and walls, are all now being sold as possible advertising mediums and spaces, for local to national Canadian businesses. The venue is now earning incremental revenue from new spaces beyond the traditional mediums of just rink boards and signs. High resolutions digitally printed graphics are being applied in unexpected locations and generating consumer 'buzz' and attention along the path to purchase.
The material quality, ease of graphic application and removal and overall warranty protection of the 3M proposal all proved to be key factors in enabling ongoing delivery of this exciting and innovative branding programme.