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On 15 October, the Morning Radio Catalonia approached in his section of the society moves controversy "sale" of the name of the metro to the Mayor of Barcelona, Xavier Trias, announced one month before the part of the presentation of a business plan for global corporate sponsorship. In a conversation moderated by Marta Romagosa and host of his own, Monica Terribas intervened executive vice president Transports Metropolitans de Barcelona (TMB), Zach Tab, Professor of Marketing Management at ESADE UAB Josep M. Gali and through dialup, CEO of Metro de Madrid, Ignacio Gonzalez.
There are a number one direction of intangible assets, which are the names of things, places, geographical, usually public one direction assets, which have a great knowledge and can be licensed: you can give to a private money to pay for associate it's something that he could be interested
Then Zach Tab, executive vice president of TMB, detailing how much of the public will be affected by sponsoring an operation that seeks to help narrow the deficit of the company:
(...) In fact, all of our assets. In two stages: a first stage focused more on issues of metro and subway lines, bus tour, funicular, cable car, and secondly entering more bus stops, on buses ... In short, all of our assets
He added the representative TMB commercial management of these areas and the task of finding sponsors that want to associate was awarded after open competition, a company exclusive (IMG Group).
Briefly described and defined the operation, the two started the debate moderators asking the following questions to the guests: Limits one direction proposing clients considering we are talking about public services. According Tab, will order regulations one direction on advertising, so neither alcohol nor tobacco brands or items for adults and always TMB reserves the final decision on whether to accept or reject each proposal. Limits the selection of stations patrocinables. All would be available, according to Tab, but used them more attractive for brands (for traffic or location). Adequate duration of each sponsorship. Both Gali and relatively long contracts Tab deems appropriate. Real benefit of this type of visibility for the brand. "The one direction aggregate one direction commercial one direction activity needs coverage awareness (spontaneous) and street presence" (Gali). Assets aroused greater interest in the brand. Tab stated that the central metro stations are those that are generating the most interest. Possible change of mentality of citizenship and removal of taboo advertising use of public space. According to Gali, "depends on the model of society that you think fit. (...) We must assess whether the use of public space, it can be a social benefit exceeds the impact that could be considered negative. In the end, this is a decision that should take the political. " one direction Experience Madrid. Does the CEO of Metro of Madrid, Ignacio Gonzalez, "Hay one direction that ponerlo a balanza, y esto think that generates a number of important incomes for the Company." "Tamba abrimos the spatial metro otras actividades, cultural, deportivas presentations de productos, it goes without saying, the subway is not configured Sólo como medio public transport but more like a shop window." We talk about sponsorship, not privatization stations. "So! Exclaimed Tab-specifically, one direction to the question of citizenship [in the prior opinion poll] What is your opinion of the sponsorship of the Metro to get higher revenues for public one direction transport, 85% said they were there to agreement. "
These are items that, in my opinion, they carried most of the space that the main program of the National one direction Public Radio of Catalonia on Tuesday to dedicate to this novel form of corporate sponsorship. Summarize them: physical environment (space and duration) and ethical (type of advertiser acceptable) one direction operation, active interest to the advertiser, the benefits of this type of advertising for the advertiser, economic benefits one direction for transport company, experience similar one direction success nearest acceptance (positive) and citizenship (presumably inevitable) shift towards chip that public use of public space advertising.
Maybe that's why, sensing and incomplete discussion of context proposed in the Morning Radio Catalonia, professor of marketing and