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Traditional beach media can be combined with sponsorships of summer concerts - often free to the public - to increase bang and brand awareness.
At Jones Beach, sponsorships of summer concerts, offered by Encompass Media Group, is par for the course. There is a single major sponsor for a 10-week summer program at Jones Beach; other sponsorhip elements include branded umbrellas placed on food carts and in concession areas and branded cups and paper napkins distributed at concessions, writes Media Life.
Other advertisers can offer product sampling on the beach, branded beach umbrellas distributed by street teams and customized beach balls, towels and chairs.
During the summer, 400,000 cars enter Jones Beach each month. They are given a printed schedule of events, including the sponsored concerts. With an average of three people in each car, that’s a total of about 1.2 million visitors each month.
Cost ranges from $150,000 to $250,000, depending on the sponsorship. Last year’s top Jones Beach sponsor was Verizon FiOS.
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