Haier has just concluded a sponsorship agreement with the Science Museum in London, which will run for an initial two years
The partnership is Haier’s second in Europe following a venture with the Louvre in Paris in 2011, and it demonstrates the company’s willingness to support learning and culture in each of its local markets.
The partnership will be focused around sharing Haier’s key values such as innovation and design. This is an important step for the company as it seeks to strengthen its brand awareness in Britain and become a source of inspiration for British families.
The Science Museum attracts approximately 3 million visitors a year, a million of whom are adults, and up to 20,000 on very busy days.
As part of the agreement, Haier will sponsor a dedicated space in the Launchpad – a gallery designed to encourage children and young people to explore science with 50 hands-on exhibits and shows. The Launchpad is the most popular interactive gallery in the museum and it attracted 5 million visitors since its opening in 2007.
James Osborne, white goods product manager, Haier UK and Ireland, explained to IER the thinking behind the decision to support the museum: “This partnership is based on shared values. At the very top level our target market is 30-to 45 year olds. Main visitors to the Science Museum are 7-11 year olds and their parents perfectly fit into our target market profile. The Launchpad reaches new ‘business’ all the time, as there aren’t too many repeat visits there. We are trying to connect with the parents in an emotional way – not just only through usual channels like advertising.
“We are launching a marketing campaign entitled ‘Let children dream…’ and this sponsorship agreement is at the centre of this larger initiative. The campaign is to encourage children to get interested in science. In the UK, science has not been taken seriously for over a decade. Many school children don’t perceive science as an exciting subject while the Launchpad is aiming to prove otherwise. That’s why it fits so well with our values and the aims of our campaign.”
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