Finding a brand and event match is key to a successful marketing campaign.

Dubai National Geographic explorer James Cameron made history with his solitary dive into the Mariana Trench, which lies at a depth of 10.99 kilometers. A waterproof Rolex watch was ticking along with him at that depth.
With the help of a deep-sea expedition, the Rolex Oyster Perpetual watch maker was able to demonstrate its water-resistant watch that withstands ultra-high pressure (up to 12,000 meters).
Marketing experts say that an advertising campaign requires careful planning and a huge budget to find an effective way to maintain a brand, but it doesn't always boost sales. A brand and a suitably prominent event in the world come to the rescue. "It helps to elevate the brand to a higher level. There comes a time when you can stand out from everyone else. You need an event that helps fix the brand in the minds of consumers. When you do something that no one else has done, the association becomes stronger," said Sunil Roy, senior client service manager at Publilink Advertising Agency.
Still, companies trying to use high-profile events to promote their brands need to think carefully about their strategy. "There has to be a connection between the brand and the event. The event will elevate the brand. There are certain brand and event attributes. They have to be coordinated, otherwise it will be a futile exercise," Roy said.
Companies should also be aware that the connection between the brand and the exclusive event, will not necessarily lead to increased sales. "When selling products such as Rolex, many other factors come into play. To what extent the [expedition] event will serve that purpose is a moot point ... it's not necessarily a 'trigger' that can trigger a wave of purchases," Roy added.
"National Geographic has a TV channel and a magazine, which is a strong brand. National Geographic has tremendous credibility and if it organizes something like a deep-sea expedition and Rolex produces a diving watch and that brand earns people's respect, that bond is strong. They really influence each other," said Gautam Sen Gupta, CEO of Brand Finance Middle East. "Rolex announces to the world that its watches "go" well underwater, and that's a hell of a way to show that they really do," he said.
If there is a mismatch between the brand and the event, it "will lead to failure," he added.

According to the foreign press for ForTrader.org