Sun | Jun 20, 2021

When corporate sponsorship works

Published:Friday | May 4, 2012 | 12:00 AM
Lissant Mitchell (left), CEO of Scotia Investments Jamaica, with Racquel and James Moss-Solomon at the Scotia Private Client Group Jamaica Open Polo tournament at Caymanas Estate on Sunday, April 29. - Rudolph Brown/Photographer
Alecia James (left), baker of Signature Cakes, chat with Christina Taylor from the Wyndham Kingston Hotel (right) and Georgette Manning of British Airways.
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They might have traded business attire for country club chic, but underneath all the thundering hooves of horses bearing polo players, clinking glasses and casual chatter, there was serious business intent.

Lissant Mitchell, CEO, Scotia Investments Jamaica, is in no doubt about the latter. After three years as the main sponsor of Scotia Private Client Group Jamaica Open Polo tournament at Caymanas Estate, is determined to help the group keep its high-net worth clients happy. The tournament and all the fine details that made the day's activities special is just one such way.

"We are offering specialised services to our clients and building relationships by providing events that they can be happy with and relate," Mitchell said in response to The Gleaner's question about the rationale for sponsoring the polo tournament.

Mitchell said the tournament gives Scotiabank a chance to engage its clients and, in the three years, the feedback has been excellent, the standing of the game has improved in Jamaica and it was a good business decision. That led to the question of the cost to execute such an event, but Mitchell shied away from disclosing the amount they spent, only saying that in spite of the originally scheduled date being rained out, "it was good value for money".

It is now time for the team at SPCG to evaluate this year's initiative, assess its impact and decide on the way forward. Mitchell has confidence in his excellent marketing team's good track record as far as strategies are concerned, so they will seek to make improvement as they go forward.

barbara.ellington@gleanerjm.com