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(42) Best Sponsor Partner TABLE of CONTENTS (42) Best Sponsor Partner TABLE OF CONTENTS a) Introduction and Description of Main Event b) Name of Sponsor c) Description of Sponsor, level of sponsorship (cash/inkind); details of benefit package and length of sponsorship/partnership d) Quantity and quality of support to event by sponsor e) Goals and success of relationships for both event and sponsor f) How the sponsor stands out over all other sponsors g) Activation of sponsorship by sponsor A. INTRODUCTION AND DESCRIPTION OF MAIN EVENT Thunder Over Louisville 2018 Thunder Over Louisville celebrated 28 years on Saturday, April 21, 2018 to the theme of “A DISCO THUNDER”. Some of this year’s highlights included: • Thunder Over Louisville during the fireworks garnered its highest ratings with a 30.6 rating • The weather was outstanding this year, sunny, warm and and 46.5 share reaching over 201,000 viewers beautiful weather conditions brought in a crowd of over tuning in for the broadcast 650,000 spectators to both banks of the Ohio River. This year marked the 29th Celebration of Thunder. • The WLKY broadcast is made available to American Forces Network – Broadcast Center • In addition to the US Army Golden Knights, the Festival was and airs twice in July in honor of proud to feature a full air show of over 100 air acts and utilize Independence Day to more than 170 countries the help of local, state and federal officials. The combination of around the globe. perfect weather, a full air show and a fantastic fireworks show made the 28th Thunder Over Louisville celebration a huge • Ford’s Thunder on the Ground – all the success. interactive exhibits and activities on the Great Lawn was free admission with a Pegasus Pin • Louisville's CBS affiliate WLKY 32 TV broadcast ALL DAY coverage of the Derby Festival’s Opening Ceremonies: • The Thunder radio broadcast was carried on Thunder Over Louisville, Saturday, April 21 from 2:30 -11 p.m. Summit Media Radio’s Lite 106.9 WVEZ from The live broadcast relied on dozens of reporters, anchors and Noon until midnight. production crew. The broadcast of the show reached over 200,000 viewers during the 8.5 hour broadcast. • Economic impact of Thunder is $56 million B: NAME OF SPONSOR C: DESCRIPTION OF SPONSOR, LEVEL OF SPONSORSHIP (CASH/INKIND); DETAILS OF BENEFIT PACKAGE AND LENGTH OF SPONSORSHIP/PARTNERSHIP Description of Sponsor Papa John’s company is the third-largest take-out and pizza delivery restaurant chain in the United States. Company headquarters are located in Louisville, Kentucky. Papa John's Pizza which started in a broom closet in Jeffersonville, IN and has grown to more than 5,000 locations in 45 countries and territories around the world. Papa John’s is very rooted in the local area. As a Champion of Better, Papa John's strives to be a strong corporate citizen by making our community a better place to work, live and play. C: DESCRIPTION OF SPONSOR, LEVEL OF SPONSORSHIP (CASH/INKIND); DETAILS OF BENEFIT PACKAGE AND LENGTH OF SPONSORSHIP/PARTNERSHIP Level of Sponsorship: Title Sponsor of Thunder Funder Program As the Title Sponsor of the Thunder Funder Program, Papa John’s provided a cash sponsorship of $70,000 in 2018. Papa John’s has committed to a (3) year partnership with an investment of $225,000 In addition to the sponsorship investment, Papa John’s raised over $10,000 in additional funds from sales of a “Thunder Fireworks Pizza”. This promotion engaged the community by offering the Thunder Fireworks Pizza and $1 from each sale was donated to help off set the cost of Thunder Over Louisville. C: DESCRIPTION OF SPONSOR, LEVEL OF SPONSORSHIP (CASH/INKIND); DETAILS OF BENEFIT PACKAGE AND LENGTH OF SPONSORSHIP/PARTNERSHIP Benefit Package Papa John’s has been a wonderful partner/sponsor of the Kentucky Derby Festival for over 16 years. They have sponsored such events as the Basketball Classic, Official Pizza of Kentucky Derby Festival and many other events over the years. In 2018 Papa John’s continued their outstanding support with a fresh new opportunity as the Title Sponsor of the Thunder Funder Program. The Thunder Funder program was created to provide smaller businesses and the community an opportunity to donate and get involved in supporting Thunder Over Louisville financially and help offset the cost of this event and provide this Annual Civic event to the community. Papa Johns wanted to help off set the cost of Thunder Over Louisville and play off their slogan of "Better Ingredients. Better Pizza. Papa John‘s.” They worked closely with us to brainstorm on activation ideas that could make “Thunder Better” for the community. Papa John’s benefit packages consisted of Thunder Funder Promotional elements, Official Pizza of Thunder Over Louisville and a Pegasus Pin Grand Prize Sponsor which included print, digital, TV, radio, PR, social media, PA announcements and onsite promotions throughout the day to over 600,000 Thunder guests. Papa John’s received a special press conference to announce the Title Sponsorship in which they took full advantage of to announce their community support and showcase the Thunder Fireworks Pizza. They also received a hospitality package of 100 Thunder Roof Top VIP Hospitality tickets included in their sponsorship to give back to their employees. C: DESCRIPTION OF SPONSOR, LEVEL OF SPONSORSHIP (CASH/INKIND); DETAILS OF BENEFIT PACKAGE AND LENGTH OF SPONSORSHIP/PARTNERSHIP Benefit package examples D: QUANTITY AND QUALITY OF SUPPORT TO EVENT BY SPONSOR Making Thunder Better: Papa John’s played a significant role in Thunder Over Louisville, Papa John’s created the Thunder Works Pizza in which Kentuckiana customers could order online using a special promo code: ThunderPizza. For every Thunder Works Pizza ordered, Papa John’s would donate $1 of each pizza sold to help offset the cost of Thunder Over Louisville and also give the community a chance to help support the event as well. Making “Thunder Better” Papa John’s provided Wi-Fi-charging pods for guest to gain access to the internet and charge their phones during Thunder and Festaville for 9 days. Official Pizza : Papa John’s Provided a discount code specifically for the Kentucky Derby Festival staff to use to provide a discount for Pizza’s for events and meetings. This code was utilized to feed 1,500 volunteers from the miniMarathon 4,000 children and their families at Robo Rumble Event just to list a few. Papa John’s also had Pizza trucks at Thunder Over Louisville and other festival events such as FAMFest to provide additional food options to guest. E. GOALS AND SUCCESS OF RELATIONSHIP FOR BOTH EVENT AND SPONSOR Papa John’s had some very high goals to achieve this particular year. Community Relations: Due to a very challenging year in the media in regards to the NFL and wanting to steer clear of sports sponsorship, Papa John’s was looking for a sponsorship which could highlight their charitable and community support and all the good work they do within the community. ROI - They also need to show ROI with pizza sales, this sponsorship allowed them to have pizza trucks and sales throughout the festival season. Branding - Papa John’s wanted to be involved with a bigger sponsorship that would also provide them the opportunity to exposure their brand to the masses. Quote from Papa John’s Marketing Director” “Good news is we had 4,010 orders placed using the THUNDERPIZZA code- which for the first year of a promotion is pretty solid! That translates to $4,010 in donations- but we are going to round that up to $10,000 through an additional contribution that Kelly and Hillary have authorized through their local store budgets . ” Told you they were awesome partners!!! “This year was the best Pizza sales we have done during this time of year” Wayne Blanton, Director of Operations at Papa Johns Goal of the Kentucky Derby Festival was to provide a unique opportunity for Papa John’s to achieve their goals and to continue to earn their support and have the community involved in helping to support Thunder Over Louisville. This goal was achieved with over 4,000 Thunder Fireworks Pizza sold. F. HOW THE SPONSOR STANDS OUT OVER ALL OTHER SPONSORS The Community and Papa Johns donated $10,000 to Thunder Over Louisville from Thunder Works Pizza Sales. G: ACTIVATION OF SPONSORSHIP BY SPONSOR Papa John's partnership with Thunder allows a fantastic image-tie between the state’s largest annual event and a great brand tie-in with Papa John's – as well as the opportunity for associated sales to reach all of their goals. Papa John’s had the following Activation: Official Pizza and provided Pizza trucks for Thunder guest to purchase throughout the day and evening as well as at other events. They created a unique press conference to announce their sponsorship and Thunder Pizza promotion. Provided a Pegasus Pin Grand Prize valued at $2,5000 and 100,000 Coupons Branded and provided free Wi-Fi/Charging pods on the venue for guest to enjoy. The Papa John’s Thunder Funder program was announced on March 22, 2018 and officially kicked off on March 5th at all their area restaurants and their online ordering platform. Through this program over 4,000 Thunder Works Pizza’s were sold and Papa John’s matched the sales and Donated $10,000 to Thunder Over Louisville. G: ACTIVATION OF SPONSORSHIP BY SPONSOR Papa Johns Pizza Trucks and the branded Wi-Fi pods were included on the Thunder Map. Papa Johns also provided Four Pizza trucks for guest to purchase pizza G: ACTIVATION OF SPONSORSHIP BY SPONSOR March 22nd a Press conference was produced at the Kentucky Derby Festival office in which Papa Johns created a Pizza making station.
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