You know the phrase—"15 minutes will save you 15 percent or more on car insurance."
We probably don't have to tell you that's the well-known marketing line for Geico insurance company. Now, the company is jumping into the fishing industry with both feet.
Geico has become the title sponsor of the 2014 Bassmaster Classic
that will be held on nearby Guntersville Lake Feb. 21-23. Although anglers will be spread across the lake, some could even find themselves as close as Bridgeport and South Pittsburg. The daily weigh-ins and other activities will be at least two hours away in Birmingham, home base of B.A.S.S. LLC, owner of the event.
"It’s a pleasure for us to play a larger role in the Bassmaster Classic," said Ted Ward, vice president of Geico marketing. "Bass fishing, and the Classic in particular, is a wonderful way to enjoy what’s become an enormously popular sport. Entire industries have developed around bass fishing, and we’re delighted to be part of it."
Bruce Akin, B.A.S.S. CEO, said: "This is our premier annual event, eagerly anticipated by hundreds of thousands of fans. As title sponsor, Geico will enjoy the market inroads available only with the wide and deep reach the Classic achieves, not only over the three competition days, but in the weeks leading up to the event and in the months afterward."
As the title sponsor, Geico will receive prime positioning in Bassmaster Classic-related marketing efforts and activities. For instance, in any mentions B.A.S.S. makes of the championship event, it will be known as the Geico Bassmaster Classic.
Geico will receive branding of the Livewell seating area in the arena, and the lucky fans selected for that front-of-stage view will be given "Geico for Your Boat" T-shirts. Marshals, the official observers who ride with competitors in their boats, will wear Geico-branded shirts.
The Geico Everyday Leader Award, a bonus of $1,000 to the leader on the first and second days of competition, adds another element to the event marketing package.
The company will have an exhibit at the Bassmaster Classic Outdoors Expo, the popular consumer show produced by B.A.S.S., at the Birmingham-Jefferson Convention Complex. At Lake Guntersville, the Geico "Moneyman" from the company’s popular television commercials will lead the daily takeoffs.
Tens of thousands of fans are expected to attend the free admission Bassmaster Classic at the BJCC in downtown Birmingham.
On the TV shows centered on the event, Geico will have ownership of an in-show feature. The shows will air March 1-2, 9, 15 and 23 on ESPN2—a total of 12 hours of programming.