Burson-Marsteller Launches Fan Experience

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New Offering Leverages Sponsorships and Events to Drive Brand Loyalty

NEW YORK--(BUSINESS WIRE)-- Burson-Marsteller, a leading global public relations and communications firm, today announced the launch of the Fan Experience, a specialty offering by the firm’s U.S. Consumer and Brand Marketing Practice designed to help clients maximize the value of sponsorships and endorsement deals by leveraging the passions of fans to cultivate brand loyalty.

The new specialty uses expert insight and research to look through the eyes of a fan and develop programming that creates truly meaningful, measurable experiences. Fan Experience is built on the success of a model the firm has been using with clients during the past year. Fan Experience will focus on sponsorships and endorsements in sports, arts, culture and entertainment.

“Companies need to move beyond the days of simply buying a billboard in an arena or purchasing an in-stadium promotion; their focus needs to be on turning fan affinity into brand affinity,” said Jason Teitler, managing director, U.S. Consumer and Brand Marketing Practice. “Fan Experience is about developing programming that is specially designed to help weave the brand into the fabric of a fan’s experience and passion.”

The Fan Experience specialty team includes representatives from a wide array of Burson-Marsteller’s practices and brings decades of expertise advising many of the world’s leading brands on sponsorships. Fan Experience helps clients address the needs they have to deepen and extend the return on investment they realize from sponsorships and endorsements.

“I’m excited about this offering and the capabilities, credentials and potential that it brings to the clients of Burson-Marsteller,” said Pat Ford, Burson-Marsteller U.S. CEO. “Fan Experience is truly an innovative offering that is already delivering creative solutions and results for our clients.”

Burson-Marsteller’s Fan Experience offering continues to build momentum internally and externally having recently secured a working relationship with MetLife for the announcement of MetLife Stadium. After leading a wildly successful renaming and event communications plan to cement MetLife Stadium in mind of fans, the Burson-Marsteller team was hired to develop and execute MetLife Stadium’s event programming and strategic communications through 2011.

“Burson-Marsteller’s team clearly understood our goals for the re-naming and developed a robust strategy that resulted in high-impact media events and the immediate adoption of the new name by consumers and media,” said Derek Aney, vice president, global brand public relations at MetLife. “With more than a billion impressions across a diverse array of outlets such as ESPN, Access Hollywood and The New York Times, MetLife couldn’t have been more impressed with the results of the Fan Experience team.”

About Burson-Marsteller

Burson-Marsteller, established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and web-related strategies. The firm’s seamless worldwide network consists of 68 offices and 81 affiliate offices, together operating in 109 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Group, a subsidiary of WPP (NASDAQ: WPPGY), the world’s leading communications services network. To learn more about Burson-Marsteller visit www.burson-marsteller.com.

Burson-MarstellerPaul Cordasco, 212-614-4522[email protected]www.twitter.com/BMGlobalNews

Source: Burson-Marsteller

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