Buonitalia SpA and Madison Square Garden Announce New Integrated Marketing Partnership
Mar 23 2010 4:25PM
March 22, 2010, New York, NY- Buonitalia SpA (www.buonitaliaspa.it) and Madison Square Garden announced today a new integrated marketing partnership centered around the New York Knicks. Buonitalia SpA is the Rome-based governmental agency responsible for promoting, internationalizing, and safeguarding Italian agricultural products. The goal of the partnership is to acquaint fans with a variety of Italian Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) products and drive trial of these products at select New York metropolitan area retailers like The Food Emporium.
“We’re elated to be working with such a high profile organization. Our partnership with the New York Knicks and Madison Square Garden allows us to engage a whole new consumer segment that we feel will be ideal for the ‘Made In Italy’ brand,” stated Walter Brunello, Chairman of Buonitalia SpA. The partnership is comprised of several integrated elements, including private business-to-consumer and business-to-business influencer events, as well as Knicks courtside rotational and LED signage, in-arena GardenVision feature “Como Si Dice” with Knick Danilo Gallinari, and on-court contests. The ability for Buonitalia SpA to ‘close the loop,’ from the initial product introduction at Madison Square Garden to the final sale at a retail partner was the key motivating factor in securing this partnership.
"We are excited to welcome BuonItalia, the first of what we believe will be many European-based partners for Madison Square Garden" said Greg Elliott, senior vice president, marketing partnerships, MSG Sports. "We look forward to working with Buonitalia to promote and sell authentic 'Made In Italy' products through tastings, retail programs and promotion across a number of platforms at both Madison Square Garden and partner Food Emporium. The tasting event tomorrow night at The Garden will serve as a great tip-off to our partnership together, providing broad exposure in New York and beyond for Buonitalia's products."
Buonitalia SpA will have presence in-arena at MSG with a branded display where they will educate consumers on authentic Italian product lines showcased at both MSG and local retail stores including The Food Emporium. Through a vendor program, Buonitalia SpA will receive branded locations in-store with the opportunity to conduct special tastings/samplings. “Our partnership with Madison Square Garden allows us to educate a high volume of consumers while at the same time getting them excited to go out and purchase a diverse array of PDO and PGI Italian specialties,” added Chairman Brunello.
Products that will be highlighted in the program include “Made in Italy” cheeses such as Asiago, Parmigiano Reggiano, Montasio, Stelvio, Pecorino Toscano, Provolone Valpadana and Taleggio; cured meats Prosciutto di San Daniele, Speck Alto Adige and olive oils Chianti Classico, Monti Iblei and La Bella della Daunia. All are PDO/PGI products.
Buonitalia SpA will inaugurate the partnership on March 23, 2010, when they host the launch event for a co-promotion between Grana Padano and Parmigiano Reggiano at Madison Square Garden. Following a tasting of dishes prepared by leading NYC chefs Cesare Casella of Salumeria Rosi and Fortunato Nicotra of Felidia, guests will be invited to luxury suites to watch the New York Knicks take on the Denver Nuggets. Grana Padano and Parmigiano Reggiano will also be served in all of the luxury suites in Madison Square Garden that evening.
“We’re elated to be working with such a high profile organization. Our partnership with the New York Knicks and Madison Square Garden allows us to engage a whole new consumer segment that we feel will be ideal for the ‘Made In Italy’ brand,” stated Walter Brunello, Chairman of Buonitalia SpA. The partnership is comprised of several integrated elements, including private business-to-consumer and business-to-business influencer events, as well as Knicks courtside rotational and LED signage, in-arena GardenVision feature “Como Si Dice” with Knick Danilo Gallinari, and on-court contests. The ability for Buonitalia SpA to ‘close the loop,’ from the initial product introduction at Madison Square Garden to the final sale at a retail partner was the key motivating factor in securing this partnership.
"We are excited to welcome BuonItalia, the first of what we believe will be many European-based partners for Madison Square Garden" said Greg Elliott, senior vice president, marketing partnerships, MSG Sports. "We look forward to working with Buonitalia to promote and sell authentic 'Made In Italy' products through tastings, retail programs and promotion across a number of platforms at both Madison Square Garden and partner Food Emporium. The tasting event tomorrow night at The Garden will serve as a great tip-off to our partnership together, providing broad exposure in New York and beyond for Buonitalia's products."
Buonitalia SpA will have presence in-arena at MSG with a branded display where they will educate consumers on authentic Italian product lines showcased at both MSG and local retail stores including The Food Emporium. Through a vendor program, Buonitalia SpA will receive branded locations in-store with the opportunity to conduct special tastings/samplings. “Our partnership with Madison Square Garden allows us to educate a high volume of consumers while at the same time getting them excited to go out and purchase a diverse array of PDO and PGI Italian specialties,” added Chairman Brunello.
Products that will be highlighted in the program include “Made in Italy” cheeses such as Asiago, Parmigiano Reggiano, Montasio, Stelvio, Pecorino Toscano, Provolone Valpadana and Taleggio; cured meats Prosciutto di San Daniele, Speck Alto Adige and olive oils Chianti Classico, Monti Iblei and La Bella della Daunia. All are PDO/PGI products.
Buonitalia SpA will inaugurate the partnership on March 23, 2010, when they host the launch event for a co-promotion between Grana Padano and Parmigiano Reggiano at Madison Square Garden. Following a tasting of dishes prepared by leading NYC chefs Cesare Casella of Salumeria Rosi and Fortunato Nicotra of Felidia, guests will be invited to luxury suites to watch the New York Knicks take on the Denver Nuggets. Grana Padano and Parmigiano Reggiano will also be served in all of the luxury suites in Madison Square Garden that evening.
