Deloitte LLP / Royal Opera House are the winners of the A&B Cultural Branding Award for the Ignite Festival
The best cultural branding helps build creative businesses while producing unforgettable artistic moments. Ignite, an annual contemporary arts festival broke new ground for both partners, building on their reputation for excellence. The judges felt the partnership was a stand-out example of cultural branding – revolutionary for both brands, as well as engaging staff and clients and bringing a new community together.
Awarded to a partnership that reinforces the branding and marketing activity of a business through the use of culture. The winning business will demonstrate an integral connection with culture that has increased brand equity and therefore business performance. The winning partnership will demonstrate quantifiable outcomes and measurable impact. The enhanced brand will have reached a wider audience because of the connection with culture.
Deloitte / Royal Opera House
"For cultural branding to work, it has to work on every level - as visibility for our brand, as a way of enriching the lives of our staff and clients, and as a way of bringing a new community together. And Ignite at the ROH has done that admirably."
Shortlist:
BP / National Portrait Gallery
"Teaming up with the National Portrait Gallery for their BP Portrait Award has brought our brand to over 40 million people while reaffirming BP’s commitment to the arts and centres of excellence."
BSkyB/Hay Festival
"This partnership worked for BSkyB on so many levels. We enhanced the way our brand was seen, building our reputation as patrons of the arts; we produced some wonderful content; and we reached the group of opinion-formers, legislators and cultural commentators which makes up the Hay audience."
Edding (UK) Ltd / Monorex
"Our sponsorship of the Monorex Secret Wars graffiti battles has helped transform the way the brand is seen. Our reputation for quality and dependability has been bolstered with a new hip edge – what we started here has been continued by the word-of-mouth of youthful international trend leaders."
Sunday Times / National Theatre
There’s a real power in a partnership of equals like that between the Sunday Times and National Theatre. Both brands’ reputations as arts leaders are enhanced, a new cultural community is formed, and our customers get to experience the very cream of British artistic talent.”
T & R Theakston/Harrogate International Festivals
"Supporting the Harrogate Crime Writing Festival reaped rich and varied rewards for Theakston - wide-ranging media coverage, the development of Old Peculier as a symbol of artistic excellence, and building long-lasting connections to the local communities that are so important to us."
With thanks to our partners:
Celebrate cultural and commercial collaborations that have changed lives, won hearts and broadened horizons