SLJAF…Beyond The News Sound bite.
WHAT does it mean when a business, new on the market, makes the decision to become a sponsor of the iconic Saint Lucia Jazz Festival? Sixt is one of five new sponsors to be added to the roster of the Festival. Interestingly, not only is Sixt new to partnering with the Festival, the sponsor company is also new to Saint Lucia.
Sixt is a leading global vehicle rental company with more than 4000 rental stations worldwide. The company features an impressive fleet of vehicles for both business and personal use, with guaranteed premium quality in terms of service and vehicles. Sixt boasts absolute ease of doing business through their sophisticated online portal which offers complete control of the rental process, where customers can make adjustments right when they are needed.
Speaking on the impetus for the partnership, General Manager Lorrine Giddens gave some insight into the major considerations for her company. One was the fact that a new company on the scene must form the kind of partnerships that can enable it to communicate its desire to participate in the life of the country and in the pursuit of the development aspirations of the people.
“We wanted to partner with an organisation that is very impactful in a number of facets of society. The Festival has much major social and economic significance, because it touches on the most important economic sectors – tourism and hospitality, creative industries, services, financial services and culture and entertainment. It is a good place to partner to contribute towards that development.”
According to Ms.Giddens, the right brand alignment is also an important consideration as a new company needs to gain exposure among the market segment it is targeting. With international celebrities and their entourage to transport during the Festival, there is a unique opportunity to advertise the SIXT brand and offering.”
“Deciding to sponsor the Saint Lucia Jazz Festival was an easy decision. The Festival is one of the most anticipated events in Saint Lucia, drawing an international audience, generating buzz well before and even after the festival itself. From a marketing standpoint, sponsoring the Saint Lucia Jazz Festival gives us the avenue to interact with and add value to the relationship with our target audience, and this is not only beneficial for us but also for the people of Saint Lucia.”
Speaking during the festival sponsor appreciation event, Saint Lucia Tourist Board’s Louis Lewis, noted, “Sixt coming on board as a sponsor reflects the global scope the festival taken; that an international organisation has decided to come on board to facilitate the festival speaks volumes to the reach and impact the festival has and shows that we are doing something right.”