Two goals with one puck
With a new sponsorship concept, Eishockey Polyconsult is helping SCB's majority shareholder, Valora, establish a clear brand identity.
Ice hockey Polyconsult gives SCB majority shareholder Valora a clear profile with a new sponsorship concept No other ice hockey club in Europe is able to inspire its fans more than the Schlittschuh-Club Bern (SCB). As the largest Swiss sports club, SCB is one of the top clubs in Europe with an average of 12500 fans per home game. Only the American National Hockey League is able to attract more spectators. Every SCB home game becomes a social event in front of this crowd in the Bern Arena. The catering concept and the VIP area of the field hockey stadium are also unparalleled in Switzerland. No wonder, then, that the list of SCB sponsors reads like a "Who's Who" of Swiss business. All conventional advertising options for sponsor presence have been exhausted, which naturally pleases the Valora Group, the SCB's majority shareholder - and pains them at the same time. Very few viewers associate the national brands Kiosk, Merkur, Roland, Kägifret, Café Spettacolo and Fotolabo Club with the retail group. This is one of the reasons why Polyconsult was commissioned by Valora to develop a new concept for its SCB sponsorship presence in Bern.
Head protection as a key visual
The new concept "scores two goals with one puck", says CD René Maeder from Polyconsult. It enables the public to make the connection between Valora and its brands at first glance and thus identify the group as an SCB sponsor. And because Valora has already acted as the SCB's helmet sponsor in the past, the head protection was used as the key visual for the new concept. In all communication measures, it becomes the eye-catcher and brand carrier of one Valora brand at a time. The motto: "Valora. Won."
With its six retail brands, the internationally active group can no longer be overlooked in the SCB environment in the ice hockey season that has already begun. Valora brands appear as presenting sponsors in advertisements before SCB home games. F12 posters accompany fans into the stadium. There they can expect advertisements in the match program and a mega poster in the VIP area. Consistent below-the-line measures round off the concept. These range from VIP invitations to 3D table cards in the catering area and seat cushions.
Partner Espace Media
With this assignment, Polyconsult also implemented a concept for new approaches to ice hockey promotion and developed new platforms for sponsor presence. The motto "We will light the fire" is the common thread running through all measures. The associated media concept is based on a partnership with Telebärn and Berner Bär from Espace Media Groupe and works in two phases.
In the first phase, the aim was to bring ice hockey back into the spotlight during the summer heat. This was ensured by a PR concept based on the Berner Bär. At the same time, advertisements were placed to promote advance season ticket sales.
Phase two began at the start of the season in September. TV commercials and advertisements announce the individual home games with a strong presence. The SCB sponsors have the opportunity to appear as presenting sponsors. The spots are offered in packages for three games. The presenting sponsor awakens the gambling instinct, which finds its way through the city into the Bern Arena. "Before the first puck was played, the winners had already been decided," says Polyconsult happily. The SCB significantly increased the sale of season tickets compared to previous years.
Recovery on the stock marketThe turbulence surrounding the departure of former CEO Reto Hartmann and the review of the portfolio have helped the
Valora's share price has been given a new boost. On March 17, the share price reached a low of 204 francs, six months later and after the separation from Hartmann, on September 19, the share price reached its highest level to date of 304 francs, closing at 293 francs on October 6. (cb)
Used by the Valora Group as a means of transportation for its retail brands: SCB ice hockey players' helmets.
Andreas Panzeri
Head protection as a key visual
The new concept "scores two goals with one puck", says CD René Maeder from Polyconsult. It enables the public to make the connection between Valora and its brands at first glance and thus identify the group as an SCB sponsor. And because Valora has already acted as the SCB's helmet sponsor in the past, the head protection was used as the key visual for the new concept. In all communication measures, it becomes the eye-catcher and brand carrier of one Valora brand at a time. The motto: "Valora. Won."
With its six retail brands, the internationally active group can no longer be overlooked in the SCB environment in the ice hockey season that has already begun. Valora brands appear as presenting sponsors in advertisements before SCB home games. F12 posters accompany fans into the stadium. There they can expect advertisements in the match program and a mega poster in the VIP area. Consistent below-the-line measures round off the concept. These range from VIP invitations to 3D table cards in the catering area and seat cushions.
Partner Espace Media
With this assignment, Polyconsult also implemented a concept for new approaches to ice hockey promotion and developed new platforms for sponsor presence. The motto "We will light the fire" is the common thread running through all measures. The associated media concept is based on a partnership with Telebärn and Berner Bär from Espace Media Groupe and works in two phases.
In the first phase, the aim was to bring ice hockey back into the spotlight during the summer heat. This was ensured by a PR concept based on the Berner Bär. At the same time, advertisements were placed to promote advance season ticket sales.
Phase two began at the start of the season in September. TV commercials and advertisements announce the individual home games with a strong presence. The SCB sponsors have the opportunity to appear as presenting sponsors. The spots are offered in packages for three games. The presenting sponsor awakens the gambling instinct, which finds its way through the city into the Bern Arena. "Before the first puck was played, the winners had already been decided," says Polyconsult happily. The SCB significantly increased the sale of season tickets compared to previous years.
Recovery on the stock marketThe turbulence surrounding the departure of former CEO Reto Hartmann and the review of the portfolio have helped the
Valora's share price has been given a new boost. On March 17, the share price reached a low of 204 francs, six months later and after the separation from Hartmann, on September 19, the share price reached its highest level to date of 304 francs, closing at 293 francs on October 6. (cb)
Used by the Valora Group as a means of transportation for its retail brands: SCB ice hockey players' helmets.
Andreas Panzeri
