This document summarizes the Elmer art trail project taking place in Tyne & Wear from August to November 2019. Some key points: - The Elmer trail will feature 55-60 large sculptures and 115 little school sculptures decorated by artists across the region. It aims to engage over half a million visitors like the previous Snowdogs trail. - Sponsoring an Elmer sculpture starts at £6,250 and provides extensive marketing opportunities through the trail's app, events, and online/social media presence to engage local communities and businesses. - The document outlines the timeline of the project and encourages interested parties to contact the project lead Jane Hogan to discuss sponsorship options and how the trail can support their organization's

1. Elmer: A supersized
opportunity for your
business
Jane Hogan - Elmer Project Lead, St Oswald’s Hospice
janehogan@stoswaldsuk.org

2. The follow up to the
hugely successful
‘Great North
Snowdogs’ ArtTrail,
which took over
Tyne & Wear in 2016
engaging over 600,000
visitors

3. THE LOW DOWN
A free and accessible
public art trail covering
the whole of Tyne &
Wear (North and South
Tyneside, Newcastle,
Gateshead and
Sunderland)
55-60 individually
designed large sculptures
& 115 little school
sculptures
The excitement has
already begun and the
trail itself runs from
21st August to
1st November 2019
10 organised events
within the trail plus
multiple sponsor and
supporter events –
Online What’s On
Guide
An event created by
people of Tyne & Wear
which brings significant
economic, creative and
social impacts and a
huge sense of pride
Raising vital funds for
North East families and
children facing the most
difficult circumstances

5. What can ‘Elmerising’ your marketing
& CSR plans do for you
in 2019?
Elmer will super-size your engagement this
summer – watch out! You might struggle to
deal with the attention…

6. So much more than brand awareness…
Extensive investment in Marketing & Comm’s gives you
multiple platforms to promote your organisation and its
aims to a highly engaged audience
Invest from as little as £6,250 to be part of
a million pound marketing campaign

7. A massive following

8. A big old web presence

9. Don’t just take our word for it…
Sometimes it’s okay to follow the herd!

10. Elmer’s Great North Parade is a fantastic, inspiring
and unique initiative, for a truly amazing cause. It’s
something that we are extremely proud to support
and delighted to be a part of.
Don’t just take our word for it…
“
”
Sometimes it’s okay to follow the herd!

12. What else is new for 2019?
• Last time over 11,000 people downloaded the Elmer App to
guide them around the trail and to collect trophies and offers
This time the app is stronger than ever – with more offer
combinations, milestones & push notifications
• Giving you more opportunities to:
• Interact with our hugely engaged audience while they are doing the trail
• Give them offers to keep them coming back
• Drive them to your events and activations
THE ELMER APP
It’s complicated! Call Jane for the low down on how the
app can support your marketing plans this year 07801 237250

13. • Prizes for completing the trail will drive even more people to complete the
whole trail – giving you greater engagement opportunities
• We will feature all of your Elmer related events and activities in the online
What’s On Guide – driving a very engaged audience to your door
• Themed weeks will be a focus for sponsor public and press activities and
an opportunity for you to explore multiple topics/create more experiences
• Innovation and the environment
• Legacy
• Diversity and inclusivity
• The Elmer raffle
• Monthly/weekly conference call updates are saving sponsors valuable time
in preparing to ‘Elmerise’ their
• Dedicated marketing resource officer and digital
What else is new for 2019?

14. A stronger
dedicated
Marketing &
Digital team will
drive new people
to your
organisation
A big boost for marketing
Media Partnerships with Metro Radio’s Steve and Karen Breakfast Show
and Trinity Mirror will amplify the trail across all media channels
Themed Weeks give you the opportunity to get
multiple marketing messages across the entirety of
the trail – showing just how practically perfect
you are in every way! Themes include:
• Inclusivity & diversity
• Family Fun
• Celebrating our heroes
• Community Spirit
• Legacy

15. What a wonderful gift to give
•69% said that
the trail
encouraged
them to spend
more time with
their family
Connect
•77% said that
the trail
encouraged
them to walk
more than usual
Be active
•70% said that
the trail
encouraged
them to visit
new places
Keep
learning
•42% made a
one off donation
to
St Oswald’s
Hospice during
the trail
Give to
others
•85% said that
the trail brought
a sense of
community to
Tyne and Wear
Be mindful
A independent survey following ‘Snowdogs’ revealed what a big contribution the
trail made to our wellbeing too…
Source: Great North Snowdogs Evaluation, NGI Solutions (sample 1,236)
NHS definition of 5 keys to wellbeing

16. GREAT NORTH SNOWDOGS 2016
What impact did the Snowdogs trail have?

17. Source Huw Lewis, NEXUS
Tyne & Wear Metro
“Very positive return
on marketing spend”
19% increase in child ticket
sales
More than 60 media items
(including TV)
16% increase in Metro
Twitter followers

18. Source Huw Lewis, NEXUS
Improved customer
satisfaction scores
Stations renamed – top trending
media item in NE
Positive impact on staff engagement
£17,000 donations from
staff and suppliers
Great feedback from stakeholders
Tyne & Wear Metro

19. In Sunderland…

20. In Sunderland…

23. Leave a very big footprint…
Elmer Sponsorships from £6,250
Get a summer and Autumn-long
promotional campaign which will be
accessed by over half a million people
in Tyne & Wear
A ridiculously engaged and willing
audience hungry for any news/
competitions/events you want to bring
to their attention
Be seen to be supporting your place
and your community, promoting local
pride and creativity – helping your local
community, businesses, schools and
creative sector
Engage your staff and your customers
in the biggest and funnest event of 2019
Drive ROI by activating your sponsorship
to build awareness and sales
Sponsor your Elmer sculpture to:

24. For specifics of partner offers, payment terms, terms and conditions and
an order form email sponsors@greatnorthelmer.co.uk
Unique sponsor of an individually designed Elmer
in a Tyne & Wear location and benefitting from a wide range
of engagement, marketing and PR opportunities.
ELMER SPONSOR
Sponsorship pays for your statue, artist, materials, trail events
(public events including launch and auction and sponsor briefings)
plinth and signage, installation and de-installation,
maintenance, marketing programme, project management
and logistics and publications.

25. COMMUNITY SPONSORSHIP
for sponsors who want to support their local community
– or who just can’t bear to give their Elmer back!
We will commission a community artist who will work on a bespoke
sculpture design for you to translate the needs and concerns of your
chosen communities into a story which will be accessed by tens of
thousands of people. Your brand will be featured on statue as well as
theirs and you get to gift that statue back after the Farewell Event
– or even to keep it for yourself
For specifics of partner offers, payment terms, terms and conditions and
an order form email sponsors@greatnorthelmer.co.uk

27. Timeline
Artist
Matching
Event
May 2019
ELMER
DAY
25th May
2019
Elmers
Painted
May –
July 2019
Farewell
Event
9th – 10th
Nov 2019
Elmers on
display
21st Aug –
1st Nov 2019
ELMER’s
PATCHWORK
PARADE
6th July 2019
Saltwell Park
Auction
12th Nov
2019

28. Let’s eat this elephant in small chunks!
We realise this is a lot to take in – but we are here to support you every step
of the way right from the very beginning Like Elmer we are suckers for a sticky bun,
so why not call us into your place and we can chew over whether and how this could
be right for you? (we can even bring the buns)
Jane Hogan - Elmer Project Lead, St Oswald’s Hospice
07801 237250
janehogan@stoswaldsuk.org