Magazine article Marketing

IBM Backs BBC Xmas Concert

Magazine article Marketing

IBM Backs BBC Xmas Concert

Article excerpt

Computer giant IBM is hoping to win the hearts and minds of UK consumers with the sponsorship of one of the UK's most prestigious Christmas events.

The company has decided to sponsor the carol concert spectacular, "Joy to the World," which features a host of celebrities and is held at the Royal Albert Hall on December 16. It is broadcast on Christmas Eve by BBC1.

The deal, for an undisclosed sum, represents another milestone along the road to revival for a company that is struggling to shake off its lumbering monolith image in favour of a user-friendly, marketing-led rival to the likes of Microsoft and Intel.

It has now split itself into separate divisions, and it is the IBM PC Company that is the actual sponsor of Joy to the World.

Former sponsors of the event, which has a strong charity angle and is now in its sixth year, include car company Vauxhall and Abbey National building society.

Last year it recorded audience viewing figures of around seven million -- but more tellingly, it registered as one of the highest rated BBC programmes in terms of "audience satisfaction".

The Pink Panther character, which IBM bought worldwide rights to earlier this year and which has become an intrinsic part of the company's image, will be prominently displayed in the title sponsorship, on stage and in the broadcast. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed


An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.