The Carefusion Jazz Festival Series ultimately generated in excess of 2 billion measured media impressions and drove over 6 billion impressions in leading international media, creating significant brand awareness for CareFusion after its launch as a spin off from Cardinal Health.
Asked the reaction of a departing sponsor when the former object of its support must begin fundraising anew, Ms. Hatcher declined to comment.
You can see and hear George Wein at the piano in a video at wnyc-dot-org-slash-thegreenespace.
He is there with Anat Cohen and Esperanza Spalding.
As a veteran medical device marketer, I never did understand Carefusion’s association with the jazz market or their sponsorship. I do feel an association with the powerful brand like the Newport Jazz Festival and/or The New York Jazz Festival would drive awareness of the sponsor. But in the case of Carefusion, to what end? Stockmarket reaction? I think not, especially when the business fundamentals of the spinous company are underperforming. That said I am hoping other savvy marketeers recognize the significant visibility afforded by an association to the world’s premiere jazz events.
HM: I asked CareFusion’s spokesperson about the impetus behind its sponsorship — she responded as I’ve heard from them before, that they believe surgeons and other doctors and hospital administrators are into jazz and also that they could bring customers/associates to the festivals as premiums (they could have done that anyway). She denied that there was a single jazz fan among the upper executives. Originally they talked about wanting to associate their brand with jazz’s cutting-edge creativity. Where is Apple when we need it?
hope someone else will sponsor it
A sad day when american cultural festivals still need to survive on private sponsorship
We remember many a legendary ellington or basie event from these famous festivals
Let obama and the boys sponsor some cultural events in america for a welcome change
memory
Remember to remember the famous Newport Jazz Festivals lest we forget!!!!!!!!!!!!
jr
HM: In the US it’s considered a ***strength*** that cultural events such as the Newport Jazz Fest are privately sponsored. If they can be self-supporting that way, all the better. I think Obama’s got plenty on his plate to attend to other than getting the GOP-dominated Congress to underwrite jazz (wish that it wasn’t so . . . ) Ellington and Basie throughout their careers never had government funding and did ok, so it can be done (or it used to be possible, anyway. . . )