Case Studies
Kaelo Commercial Consultancy works with rights holders to identify the true sponsorship value of their properties and then packages these rights to maximise their income.
Case Studies
Kilimanjaro Marathon - An event in the middle of nowhere
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Since 2004, Kaelo has been operating the Kilimanjaro Premium Lager Marathon and Half marathon. This event is held in Moshi, Tanzania each year in early March.
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Commercial Consultancy
Flora Comrades Marathon - cholesterol tests
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Flora is about normal, everyday people trying to accomplish personal goals.
For Flora – this is about following a healthy lifestyle and eating healthily. Flora pro.activ was the first functional food to be launched in SA, with over 30 clinical studies proving its cholesterol lowering benefits.
For runners – Kaelo saw that it was about completing the world’s greatest ultra marathon. Following a healthy lifestyle & running the Comrades both require great commitment & effort to stay on track.
What better event for Flora to sponsor and take their brand above the line than The Comrades Marathon. Kaelo recommended this to Flora and they went for it.
Personalising Heart Disease by showing that even Comrades runners are possibly at risk was a great way to show the benefits of the Flora brand and its key brand messages. It was important to drive home the message that peak physical fitness (in the context of running the Comrades), does not necessarily translate into a healthy heart and there are runners who are at risk of heart disease and/or high cholesterol who may not know it.
Kaelo recommended that Flora offer free cholesterol testing to both runners and the public at the Flora Comrades Experience (race expo and registration). 5000 runners were tested. A great number of Comrades runners were found to have cholesterol levels higher than recommended – much to their surprise!
There were enormous queues over 3 days of testing, with runners receiving low results as a badge of honour. Flora Institute dietitians gave post-test advice on their cholesterol number and the necessary lifestyle changes which needed to be made.
Sales of Flora pro.activ increased dramatically in the wake of Comrades 2004. Research done post the event showed a massive increase in awareness amongst runners and their families on the dangers of cholesterol and the benefits of Flora.
Kaelo and Flora were awarded a Grand Prix Loerie for this sponsorship in 2005 – the only Grand Prix Loerie ever awarded for sponsorship!