The air traffic control tower in Cancun, Mexico is blanketed with an enormous Corona logo. That's such a great place for Corona to advertise — the brand has aligned itself with images of the beach for years. And Cancun is one of the most popular beach party cities in the world — especially for US college students on spring break.
Corona's sponsorship got me thinking: what other brands should sponsor air traffic control towers around the world? In other words, what brands have aligned themselves with cities or destinations around the world? I came up with five ideas. Can you add more to this list?
- Rice a Roni — San Francisco, California
- Foster's Beer — Sydney, Australia
- Uno Pizzeria — Chicago, Illinois
- Coors Light — Denver, Colorado
- Pat's King of Steaks — Philadelphia, Pennsylvania
Creating a brand with a powerful association with a specific city is difficult to do on a national and worldwide scale. However, when it's done well, it deserves to be flaunted. Yet, not every brand can afford to sponsor an air traffic control tower. But the local barbershop can sponsor a little league team to show that the shop is a fixture in the community. The stationary store down the street can sponsor events put on by the district's parent-teacher association. Building partnerships with the local community can lead to great brand associations and provide a solid foundation on which to grow.
There's never a lack of ideas.