Sydney Opera House Lands Official Airline

Calling the Sydney Opera House, the "most culturally valuable asset in [Etihad's] global sponsorship portfolio," Etihad CEO James Hogan announced a new three-year, multi-million dollar partnership that he says symbolizes the airline’s commitment to arts and culture worldwide. The Sydney Opera House joins the Melbourne Recital Centre, Biennale of Sydney, Arab Film Festival Australia, Islamic Mus...

NCAA Adds 'Official Hangout of March Madness'

Buffalo Wild Wings, a brand that has heavily marketed to sports fanatics through clever TV ads and sports sponsorships, announced today that it has entered into a comprehensive marketing partnership with the NCAA ahead of March Madness. The agreement designates Buffalo Wild Wings as the "Official Hangout of March Madness" and includes marketing, media and activation rights related to all 89 NCA...

America's Cup Brews Up Official Coffee

Nespresso will join the 2013 America’s Cup as the event's Official Coffee. The agreement with the America’s Cup will allow Nespresso to create multiple brand and product experiences throughout the summer in San Francisco while Nespresso Grand Cru coffees will be served at America’s Cup Park. “We are pleased and proud to welcome Nespresso as the Official Coffee of the 34th America’s Cup and loo...

Airline To Launch In-Flight Art Gallery

Airlines are always looking for creative new ways to activate their partnerships in the air, but Virgin Atlantic may have yet again broken new ground with what it's calling the "world's first commercial art gallery at 35,000ft." The partnership with renowned British artist Ben Eine, will offer Upper Class passengers flying between London and New York the opportunity to view, and purchase, a ser...

Super Bowl Spots Let Fans Choose The Ending

Two big-game advertisers this year are handing over the creative reigns to football fans. According to AdWeek, Venables Bell & Partners in San Francisco has created three different endings to Audi's 60-second spot and this Friday, viewers will get to see all three versions and vote for their favorite. Meanwhile, over at CokeChase.com, Coca-Cola fans can not only vote for their favorite end...

Airline Partners Up For Clever 'Blind Gate' Promotion

Air New Zealand has come up with a fun way to promote Valentine's Day and celebrate its 30th anniversary of the airline's London to LA route. Teaming up with The Guardian, it's asking singles to apply here for the chance to win a long weekend in LA with a blind date... it meets at the gate. On February 14th, ten shortlisted contestants will meet at a TV studio inside Heathrow Airport for "Bli...

Snack Maker Encourages Break Time With "No Wi-Fi Zone"

Kit Kat is encouraging consumers to enjoy disconnectedness and "take a break" with this clever new out-of-home campaign. With JWT Amsterdam's assistance, the snack maker dropped a "Free No Wi-Fi Zone" in the heart of Amsterdam, which blocked all signals within a 5 meter radius of the bench so people could escape emails, updates, tags or likes! Via Ads of the World: #activationstag

49ers Add Sustainability Partner For New Stadium

NRG Energy, which has in the past few years cut deals with several new NFL stadiums, has agreed to bring sustainable energy to the San Francisco 49ers' new Santa Clara Stadium under the terms of a new partnership that will make it the team's exclusive sustainable energy provider. Team officials say the stadium will be the first professional sports venue in California to achieve net zero energy ...

TNT Launches Sequel To Hit Experiential Campaign

Last year, TNT launched in Belgium with an experiential campaign called "Push To Add Drama" that put unsuspecting Belgians in the middle of an action film and resulted in one of the most viewed video ads of all-time. It's back with an equally impressive sequel, this time to introduce TNT to the Netherlands. The network placed the famous "Push To Add Drama" red button on a quiet Dutch shopping s...

Can Partnerships Help Launch New Watch Brand Out of Detroit?

The new Shinola, aka not your grandfather's brand of wax shoe polish, is reinventing itself with new products and partnerships to match. The brand, which came into early 20th century lexicon thanks to the colloquialism: knowing s**t from Shinola, was in 2011 bought by the founder of Fossil, who is relaunching with a whole new line of products. Last week, Shinola announced it would be sponsorin...