Sponsorship as a lever for brand image and innovation
Services
Sponsorship strategy
Strategic support
Activation strategy
Client
Geneva International Airport
Categories
Sponsorship strategy
Challenge
Before the pandemic, Genève Aéroport supported a range of sponsorship and patronage initiatives without a clearly defined strategic framework. The Covid crisis halted most commitments, offering an opportunity to start from a clean slate.
The challenge: rebuild a coherent, targeted, and measurable strategy by clarifying key objectives, differentiating types of support, and aligning activations with the airport’s renewed image and mission within its territory.
Strategy
Post-crisis reset and strategic refocusing
We began with in-depth work to identify Genève Aéroport’s sponsorship ambitions: visibility, local anchoring, attractiveness, innovation, etc. These objectives were translated into concrete indicators using our 7-pillar methodology, forming the foundation of the strategy.
Clear distinction between patronage and strategic sponsorship
A clear separation was established between patronage (social, educational, or cultural support for local communities) and sponsorship activities focused on image, positioning, and public engagement. This framework improves internal and external clarity while strengthening the legitimacy of the initiatives.
Deployment of a dual-focus strategy
The strategy was structured around two complementary axes:
- A public-facing axis, to embody the airport’s identity as a gateway to travel, leisure, and local dynamism, through carefully selected cultural, sporting, or family events.
- A B2B and innovation axis, aiming to connect Genève Aéroport with the regional startup and tech ecosystem by engaging in strategic partnerships with professional events.
Solution
Comprehensive strategy and long-term management tools
Our work enabled Genève Aéroport to structure its sponsorship activities with clarity, defined objectives, selection criteria, and a shared evaluation framework.
Definition of objectives and impact criteria
The airport’s ambitions were translated into SMART objectives across the 7 pillars of our methodology, ensuring alignment between strategic vision and partnership selection.
Mapping and segmentation of opportunities
Identification of relevant events and platforms based on their ability to represent one of the two strategic axes:
– Public-focused (visibility, emotional connection)
– Professional innovation (credibility, positioning)
Governance model and selection process
A clear framework for handling requests was created (evaluation grid, committees, scoring…), facilitating internal decision-making and ensuring portfolio coherence.
Evolving management dashboard
An easy-to-use tracking tool was implemented to assess, compare, and adapt partnerships over time, based on defined objectives. The dashboard also supports internal communication and annual reporting.
Results
A clear, sustainable strategy aligned with the airport’s mission
Genève Aéroport now has a structured, manageable sponsorship strategy aligned with its image as a committed public actor. The distinction between patronage and sponsorship has improved clarity, while the dual public/innovation approach boosts the impact of each action with targeted audiences.
2
Strategic axes
7
Activated pillars
+30
Platforms analyzed
1
Dashboard delivered
