Southwest Airlines® Chinese New Year Festival & Parade 2019 SOUTHWEST AIRLINES® CHINESE NEW YEAR FESTIVAL & PARADE COMBINED FESTIVAL ATTENDANCE – 2.5 MILLION +
Flower Market Fair Sat. + Sun. Feb 2-3
Chinese New Year Day Tues. Feb 5
Chinese Chamber Basketball Jamboree Sat. Feb 9
Miss Chinatown USA Pageant Sat. Feb 16
Miss Chinatown USA Coronation Ball Fri. Feb 22
Parade Sat. Feb 23
Community Fair Sat. + Sun. Feb 23 - 24
CCHP/Chinatown YMCA Chinese New Year Run Sun. March 3
*Figures do not include television broadcast viewing audience 2 CHINESE NEW YEAR & YEAR OF THE PIG
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 » Pig
The Year of the Pig, beginning February 5, will be a year of goodwill for all. The spirit of the Pig will bring a feeling of abundance and an excellent climate for business.
3 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 2.5 million people, making it the largest Asian event in North America, and the largest general market event in Northern California.
4 OUR 2018 SPONSORS
TITLE SPONSOR: Southwest Airlines® PRESENTING SPONSOR: AT&T PROCESSION SPONSORS: ICBC, Tsingtao Beer PARADE & FESTIVAL SPONSORS Hyundai Thunder Valley Casino Resort
AARP Boston Properties PG&E Academy of Art University Facebook Salesforce Amazon Golden State Warriors Eldorado Resort Casino Bank of America Huaxing Arts Group SF Sing Tao Daily Beijing Hongyu Lucky Supermarkets US Bank Macy’s Wells Fargo N.E. Medical Services
FESTIVAL SPONSORS BART McDonald’s Skylink TV California Lottery New York Life Sterling Bank & Trust Chase Bank Omni Hotel U-Haul Curran Theater Recology World Journal Ford River Rock Casino Graton Resort & Casino SFMTA
CHINESE COMMUNITY NON-PROFIT BENEFICIARIES OF EVENTS Chinatown YMCA, elderly care and health care organizations and other groups providing educational, recreational and cultural services for neigh- borhood youth.
5 KTVU FOX 2 & KTVU PLUS BROADCASTS
KTVU has been broadcasting the Parade for 31 years! In addition to the over 1 million people lining the Parade route, tens 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, 2019. Be sure to visit www.KTVU.com for updated Parade, Festival and broadcast information.
6 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.
7 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.
8 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.
9 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.
10 THE PIG Sponsorship fee Presenting Sponsorship $205,000 NET
Presenting Sponsorship of Parade, Flower Fair and Community Fair PARADE DIVISION HOSPITALITY 3 Sponsor banners • Parade VIP seats 8 Sponsor flags • Tickets for Pre-Parade VIP Reception 1 Major custom float • Tickets to Miss Chinatown Pageant 2 Musical groups and Coronation Ball 1 Lion dance group 2 Community walking units PRINT & INTERNET • Possible Category Exclusivity Additional lion dance performance at • Full page inside cover ad in Program 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 applications Community Fair and ads • Booth at Chinese Chamber/YMCA • Logo in all print ads in Chinese Press • Advertising on website (chineseparade.com Run/Walk and KTVU.com) • Link between event and sponsor websites • Logo in Chinese Chamber/YMCA Run/Walk Guide • Online campaign on KTVU.com • Inclusion in Parade + Festival social media
MEDIA ON KTVU FOX 2 • 4 30-second commercials in live Parade broadcast on KTVU February 23 • 4 30-second commercials in encore Parade broadcast on KTVU PLUS on February 23 • 4 30-second commercials in encore Parade broadcast on KTVU on February 24 • 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
11 THE PROCESSION Sponsorship fee Major Festival & Parade Sponsor $145,000 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 23 • 2 30-second commercials in encore PRINT & INTERNET Parade broadcast on KTVU PLUS on February 23 • Full page color ad in Program • Feature story in Program • 2 30-second commercials in encore • Prominent logo on all event Postcards Parade broadcast on KTVU on (10,000), Programs (5,000), Fair Guides February 24 (70,000) and Posters (2,000) • 5 “Chinese Celebration” vignettes in • Logo in all print ads targeted programming • Banner on website • 10 shared logo ID Parade promo (chineseparade.com) spots • Logo in Chinese Chamber/YMCA • 2 banner logo IDs during Parade Run/Walk Guide broadcasts • Inclusion in Parade + Festival social • Online campaign on KTVU.com media
12 THE PHOENIX Festival and Parade Sponsor
MAJOR CUSTOM FLOAT PACKAGE A Sponsorship fee FESTIVAL $70,000 NET • 10’ x 20’ booth at Flower Fair OR Community Fair MEDIA • 1 banner logo ID during Parade broadcasts HOSPITALITY on February 23 and encore on February 24 • Parade VIP seats on KTVU Fox 2 • Tickets for Pre-Parade VIP • 10 shared logo ID Parade promo spots on Reception KTVU Fox 2
PRINT & INTERNET • Full page color ad in Program PACKAGE B Sponsorship fee • Logo on all event Postcards $58,000 NET (10,000), Programs (5,000), Fair Guides (70,000) and Posters (2,000) • Logo in print ads • logo on website MEDIA (chineseparade.com) • 1 banner logo ID during Parade • Link between event and broadcasts on February 23 and encore on sponsor websites February 24 on KTVU Fox 2 • Inclusion in Parade + Festival social media
13 THE LION Sponsorship fee Parade Sponsor $38,000 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 • Inclusion in Parade & Festival social media MEDIA • 1 banner logo ID during Parade broadcasts on February 23 and encore on February 24 on KTVU Fox 2
14 THE MANDARIN Sponsorship fee Flower Fair & Community Fair $32,000 NET Sponsorships
Major Sponsorship of
Flower Fair OR Community Fair February 2 and 3 February 23 and 24
• 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
15 THE SCHOLAR Sponsorship fee Flower Fair & Community Fair $8,800 NET Sponsorships
Booth Sponsorship of
Flower Fair OR Community Fair February 2 and 3 February 23 and 24
• 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
16 MISS CHINATOWN USA Sponsorship fee EVENTS $48,000 NET
Pageant Title Sponsor Saturday, February 16 at Palace of Fine Arts
• 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 2019 Chinese New Year Parade including prominent sponsor signage.
17 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 22
• Sponsor acknowledgment in Miss Chinatown USA Program • VIP Table at Coronation Ball • Sponsor acknowledgment in Coronation Ball Program
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