Sat | Aug 19, 2017

FLOW to bring value to Champs

Published:Tuesday | March 28, 2017 | 3:00 AM
From left: Colleen Montaque, ISSA representative, chats with Kim Lee, head of Retail Marketing & TV at FLOW and Michelle Allen- CEO GraceKennedy Money Services, during the launch of the 2017 ISSA-GraceKennedy Boys and Girls' Champs.

Executives from FLOW, exclusive telecommunications partner for the ISSA-GraceKennedy Boys and Girls' Championships (Champs) are once again revelling in the value the association brings to its brand from a consumer perspective.

Head of retail marketing and television at FLOW, Kim Lee, said that the meet - which is now the largest and most prestigious of its kind in the hemisphere - gives the company a great opportunity to connect with a large segment of its key consumer base.

 

RETURN ON INVESTMENT

 

"As far as evaluating our return on investment over the past 13 years, Champs has over-delivered on its promised value. The massive crowds which have attended year after year, along with the high-profile and highly publicised nature of the annual activity gives us great fodder to land our consumer messages and bring attention to special products or initiatives," Lee said.

This year, Champs goers will have the unique opportunity to capitalise on yet another exciting phone offer from the telecommunications company. "From Tuesday to Friday, patrons switching to the FLOW network will be able to trade in voice feature phones or "bangers" as they are commonly referred to, in exchange for a brand new Android phone for only $1,400 + GCT," Lee revealed.

"As major sponsors, we are always looking for new and exciting ways to engage patrons as well as our customers directly and this year is no different. Everyone is now riding the mobile data wave and persons want to be able to get on social media, use video calling, and, of course, capture special moments like Champs. As such, this is the perfect opportunity to unleash this special offer," she added.

During the press launch held two weeks ago for the 2017 Championships, Lee said that beyond its commercial objectives, the activity also allows the company to meet its philanthropic mandate.

"Over the past five years, we have invested approximately $10 million outside of our sponsorship fees directly into the sports programmes at several schools to support their participation at Champs," she highlighted. This year, Calabar High School, Kingston College, Edwin Allen High School and Wolmer's Boys School, were the beneficiaries of close to $800,000 in cash and other supplies through FLOW's 'Journey to Champs' programme.