Spanish sponsor banks on Tour de France winner
Article Abstract:
Banco Espanol de Credito (Banesto) has sponsored Miguel Indurain who has won the Tour de France for the fourth time running. The bank has attracted new deposits valued at $750 million through its Tour Banesto promotion carried out in 1995. Banesto gains from advertising exposure on Spanish television worth between $90 million and $125 million if this were paid for as straight advertising. Banesto pays an annual $15 million for sponsoring Spain's cycling team.
Publication Name: Euromarketing
Subject: Business, international
ISSN: 0952-3820
Year: 1995
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Theme park Port Aventura builds its strategy on Spanish beaches
Article Abstract:
The Port Aventura theme park will finally open in Spain in May after six years of controversy and financial scandal. Pearson of the UK, Anheuser-Busch of the US, La Caixa savings bank and Fecsa and electricity company, are the theme park owners and they aim to attract 2.6 million visitors by October. The park will be promoted throughout 1995 on television capitalising on its location as the first European theme park near a beach vaction area.
Publication Name: Euromarketing
Subject: Business, international
ISSN: 0952-3820
Year: 1995
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Comment about this article or add new information about this topic:
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