Southwest Airlines® Chinese New Year Festival & Parade 2018 2018 SOUTHWEST AIRLINES® CHINESE NEW YEAR FESTIVAL & PARADE February 10 - March 4 EVENT Projected Attendance*
Flower Market Fair Sat. + Sun. Feb 10-11 500,000
Chinese New Year Day FrI. Feb 16
Chinese Chamber Basketball Sat. Feb 17 1,000 Jamboree
Miss Chinatown USA Pageant Thu. Feb 22 2,000
Miss Chinatown USA Fri. Feb 23 1,000 Coronation Ball
Parade Sat. Feb 24 1.2 Million
Community Fair Sat. + Sun. Feb 24 - 25 600,000 CCHP/Chinatown YMCA Sun. March 4 3,000 Chinese New Year Run
*Figures do not include television broadcast viewing audience CHINESE NEW YEAR & YEAR OF THE DOG
Chinese or Lunar New Year is a 4,000 year old Spring Festival tradition with roots in ancient agrarian society. Chinese astrology and the lunar animal zodiac can be traced back to the Zhou Dynasty (1046 - 256 BC).
According to legend, the Lord Buddha called all the animals to him before he departed from Earth.
Only 12 animals came and as a reward, he named a year after each of them in the order that they arrived:
Rat » Ox » Tiger » Hare » Dragon » Snake » Horse » Sheep » Monkey » Rooster » Dog » Boar
The Year of the Dog, beginning February 16, will paradoxically bring both happiness and dissent at the same time. It will be a year in which effective changes will be introduced and equality and liberty will be advocated by the Dog’s noble influence. OVER 150 YEARS IN SAN FRANCISCO
For over 150 years, San Francisco and the Bay Area have celebrated Chinese Lunar New Year in grand style.
Today, the City by the Bay’s Southwest Airlines® Chinese New Year Festival and Parade attracts over 2.2 million people, making it the largest Asian event in North America, and the largest general market event in Northern California. OUR 2017 SPONSORS
TITLE SPONSOR: Southwest Airlines® PRESENTING SPONSOR: AT&T PROCESSION SPONSORS: ICBC, Tsingtao Beer PARADE & FESTIVAL SPONSORS Cathay Pacific Hyundai Coca-Cola McDonald’s Wells Fargo Academy of Art Chinese Hospital PG&E Bank of America Lucky Supermarkets Silver Legacy Boston Properties Macy’s Sing Tao Daily Caesars Entertainment N.E. Medical Services UPS
FESTIVAL SPONSORS AARP Graton Resort & Casino Skylink TV AIG Lexus State Farm Insurance BART MoneyGram Sterling Bank & Trust California Lottery New York Life Thunder Valley Casino Resort Chase Bank Omni Hotel Western Union Delta Dental River Rock Casino World Journal Ford SFMTA ZTE
CHINESE COMMUNITY NON-PROFIT BENEFICIARIES OF EVENTS Elderly care organizations, Chinatown YMCA, the Chinese Hospital and other groups providing educational, recreational and cultural services for neighborhood youth. KTVU FOX 2 & KTVU PLUS BROADCASTS
KTVU has been broadcasting the Parade for 30 years! In addition to the over 1 million people lining the Parade route, hundreds of thousands more will be watching the Parade broadcasts on KTVU and KTVU PLUS.
The Southwest Airlines® Chinese New Year Parade on KTVU/KTVU PLUS is the perfect venue for your company to showcase its commitment to the community and generations of Bay Area Asian American residents.
Promotion runs from January through February 24, 2018. Be sure to visit www.KTVU.com for updated Parade, Festival and broadcast information. ONCE YOUR CONTRACT IS SIGNED...
We will work with you to develop a Chinese theme that fits your product marketing, advertising and promotion strategy. This theme can then be used to integrate your selected float design, program ad, booth activity, and any advertising and promotion that you might do in conjunction with your sponsorship.
We ensure a “turn-key” sponsorship from start to finish. PARADE
Your theme will provide our artist with the creative idea to design your float for your approval.
We work closely with our Parade float builder to ensure the highest quality float for you. ADVERTISING & PROMOTION
Supply us with your logo and we’ll do the rest.
A customized TV commercial script with your company’s logo ID can be created for you to suit your product’s marketing message. FESTIVAL STREET FAIRS Sponsor booths are set up with 10’ x 10’ canopies, table covers and chairs.
Limited parking is provided for booth staff from your company.
If you need volunteers, we will provide up to 2 volunteers for your booth at no additional cost. THE DOG Sponsorship fee Presenting Sponsorship $198,000 NET
Presenting Sponsorship of Parade, Flower Fair and Community Fair PARADE DIVISION HOSPITALITY 3 Sponsor banners and • Parade VIP seats 8 sponsor flags with Division • Tickets for Pre-Parade VIP 1 Major custom float Reception 2 Musical groups • Tickets to Miss Chinatown 1 Lion dance group Pageant and Coronation Ball 2 Community walking units PRINT & INTERNET • Possible Category Exclusivity Additional lion dance performance • Full page inside cover ad in Program at location and date of your choice • Feature story in Program • Prominent logo on all event Postcards FESTIVAL (10,000), Programs (5,000), Fair Guides (70,000) and Posters (2,000) • 10’ x 40’ booth at Flower Fair and • Logo on all Run T-shirts, race Community Fair applications and ads • Booth at Chinese Chamber/YMCA • Logo in all print ads in Chinese Press • Advertising on website (chineseparade. Run/Walk com and KTVU.com) • Link between event and sponsor websites • Logo in Chinese Chamber/YMCA Run/ Walk Guide • Online campaign on KTVU.com
MEDIA ON KTVU FOX 2 • 4 30-second commercials in live Parade broadcast on KTVU February 24 • 4 30-second commercials in encore Parade broadcast on KTVU PLUS on February 24 • 4 30-second commercials in encore Parade broadcast on KTVU on February 25 • 10 “Chinese Celebration” vignettes in targeted programming • 1 opening/closing billboard in live Parade broadcast • 1 opening/closing billboard in encore Parade broadcast • 30 shared logo ID Parade promo spots • 2 banner logo IDs during Parade broadcasts • Online campaign on KTVU.com THE PROCESSION Sponsorship fee Major Festival & Parade Sponsor $135,000 NET
PARADE PROCESSION HOSPITALITY 2 Sponsor banners • Parade VIP seats 4 Sponsor flags with Procession • Tickets for Pre-Parade VIP Reception 1 Major custom float • Tickets to Miss Chinatown Pageant 1 Lion dance group and Coronation Ball 1 Performance/Specialty group MEDIA ON KTVU FOX 2 FESTIVAL • 2 30-second commercials in live • 10’ x 20’ booth at Flower Fair and Parade broadcast on KTVU Community Fair February 24 • 2 30-second commercials in encore PRINT & INTERNET Parade broadcast on KTVU PLUS on February 24 • Full page color ad in Program • 2 30-second commercials in encore • Feature story in Program Parade broadcast on KTVU on • Prominent logo on all event Postcards February 25 (10,000), Programs (5,000), Fair Guides • 5 “Chinese Celebration” vignettes in (70,000) and Posters (2,000) targeted programming • Logo in all print ads • 10 shared logo ID Parade promo • Banner on website spots (chineseparade.com) • 2 banner logo IDs during Parade • Logo in Chinese Chamber/YMCA broadcasts Run/Walk Guide • Online campaign on KTVU.com THE PHOENIX Festival and Parade Sponsor
MAJOR CUSTOM FLOAT PACKAGE A Sponsorship fee FESTIVAL MEDIA $70,000 NET • 10’ x 20’ booth at Flower Fair OR Community Fair
• 1 banner logo ID during Parade HOSPITALITY broadcasts on February 24 and encore on February 25 on KTVU Fox 2 • Parade VIP seats • 10 shared logo ID Parade promo spots on • Tickets for Pre-Parade VIP KTVU Fox 2 Reception
PRINT & INTERNET • Full page color ad in PACKAGE B Sponsorship fee Program MEDIA $52,000 NET • Logo on all event Postcards (10,000), Programs (5,000), Fair Guides (70,000) and Posters (2,000) • Logo in print ads • 1 banner logo ID during Parade • logo on website broadcasts on February 24 and encore on (chineseparade.com) February 25 on KTVU Fox 2 • Link between event and sponsor websites THE LION Sponsorship fee Parade Sponsor $35,000 NET
MAJOR CUSTOM FLOAT
HOSPITALITY • Parade VIP seats and Tickets for Pre-Parade VIP Reception
PRINT & INTERNET • Full page color ad in Program • Logo on all event Postcards (10,000), Programs (5,000), Fair Guides (70,000) and Posters (2,000) • Logo in all event print ads • Logo at Chinese New Year event website (chineseparade.com) • Link between event and sponsor websites
MEDIA • 1 banner logo ID during Parade broadcasts on February 24 and encore on February 25 on KTVU Fox 2 KTVU FOX 2 PARADE PACKAGES
Sponsorship fee MEDIA PACKAGE A $70,000 NET
• 2 30-second commercials in live Parade broadcast on KTVU February 24 • 2 30-second commercials in encore Parade broadcast on KTVU PLUS on February 24 • 2 30-second commercials in encore Parade broadcast on KTVU on February 25 • 12 “Chinese Celebration” vignettes in targeted programming • 1 Billboard in live broadcast on KTVU on February 24 • 1 Billboard in encore Parade broadcast on KTVU PLUS on February 24 • 1 Billboard in encore Parade broadcast on KTVU on February 25 • Online campaign on KTVU.com
Sponsorship fee MEDIA PACKAGE B $40,000 NET
• 1 30-second commercials in live Parade broadcast on KTVU February 24 • 1 30-second commercials in encore Parade broadcast on KTVU PLUS on February 24 • 1 30-second commercials in encore Parade broadcast on KTVU on February 25 • 6 “Chinese Celebration” vignettes in targeted programming • Online campaign on KTVU.com THE MANDARIN Sponsorship fee Flower Fair & Community Fair $30,000 NET Sponsorships
Major Sponsorship of
Flower Fair OR Community Fair February 10 and 11 February 24 and 25
• 10’ x 20’ booth at Flower Fair OR Community Fair • High-profile area at Fair (e.g. Main Stage, Children’s Area, etc.)
OR
• 10’ x 40’ booth at Flower Fair OR Community Fair
MEDIA
• 10 shared logo ID Festival promo spots on KTVU Fox 2
VALUE ADDED
• Sponsor name included in special press release for event • Full page color ad in Program • Logo on all event Postcards (10,000), Programs (5,000), Fair Guides (70,000) and Posters (2,000) • High profile signage at Sponsored Area (Main Stage, Children’s Area, etc.) • Major stage acknowledgments of sponsor • Prominent logo in event print ads • Prominent logo on Fair event website (chineseparade.com) • Link between event and sponsor websites • Opportunity for website promotion THE SCHOLAR Sponsorship fee Flower Fair & Community Fair $8,800 NET Sponsorships
Booth Sponsorship of
Flower Fair OR Community Fair February 10 and 11 February 24 and 25
• 10’ x 10’ booth at Flower Fair OR Community Fair • Sponsor name included in Fair press release • Signage at Fair • Logo in all event print ads • Logo in Fair Guide • Company name on website (chineseparade.com) with link to sponsor website
MEDIA
• 5 shared logo ID Festival promo spots on KTVU Fox 2 MISS CHINATOWN USA Sponsorship fee EVENTS $48,000 NET
Pageant Title Sponsor Thursday, February 22 at Herbst Theater
• Exclusivity of sponsor category at event • Sponsor name incorporated into title of Pageant • Prominent logo on Miss Chinatown USA poster • Prominent logo on Chinese New Year fliers, brochures and programs • Name and logo on all Pageant tickets • Full page inside cover color ad in Miss Chinatown Program • Large sponsor banner at Pageant event • 10 VIP seats at Pageant • Logo at website (chineseparade.com) • Link between event and sponsor website • Sponsorship of Pageant Finalist float in 2018 Chinese New Year Parade including prominent sponsor signage. MISS CHINATOWN USA EVENTS
Sponsorship fee PAGEANT SPONSOR $13,000 NET
• Logo on Miss Chinatown USA poster • Full page color ad in Miss Chinatown Program • Sponsor banner at Pageant event • 4 VIP seats at Pageant • 4 Tickets to the Coronation Ball • Acknowledgement at website (chineseparade.com) • Link between event and sponsor website
Sponsorship fee SPONSOR CORONATION BALL $6,500 NET
Friday, February 23
• Sponsor acknowledgment in Miss Chinatown USA Program • VIP Table at Coronation Ball • Sponsor acknowledgment in Coronation Ball Program KTSF, CHANNEL 26, CABLE 8
KTSF is the largest Asian-language broadcaster in the United States. Now celebrating its 42nd anniversary, KTSF serves the more than 1,700,000 Asian Americans in the San Francisco-Oakland- San Jose television market. KTSF has been broadcasting the live Chinese language version of the San Francisco Chinese New Year parade since 1988.
For more information about KTSF sponsorships, please contact Chris Newgard at 415.468.2626 or [email protected]