2017
SPONSORSHIP PACK
Brought to you by:
www.thebigsleuth.co.uk
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@TheBigSleuth
@TheBigSleuth
@TheBigSleuth
DID YOU
KNOW?
To most people, the word
‘sleuth’ means a private
detective, but it’s also
the collective noun for
a group of bears!
Bizarre but true.
THE SUCCESS OF THE BIG HOOT 2015
Presented in partnership with Wild in Art, The Big
Hoot was the city’s largest-ever public art event
and the single biggest fundraiser Birmingham
Children’s Hospital Charity has ever delivered.
•Four people made up the average group size,
Supported by businesses from across the city,
the project won the hearts and minds of everyone
in Birmingham and was only made possible
thanks to a plethora of corporate and public
sector organisations whose generous funding
enabled it to fly.
• 12,000 visitors attended the Farewell Weekend
•78% of visitors said The Big Hoot was their main
The result was a 10-week trail of 89 large owls
created by 83 artists and 120 owlets, involving
25,000 school children. The trail spanned the
10 districts of Birmingham and saw hundreds
of thousands of colleagues, families, schools,
friends and individuals – from babies to
97-year-olds – flock into the city to engage
with the striking sculptures.
The Big Hoot turned the spotlight on Birmingham
for an entire summer and left a valuable
economic and social legacy:
•800,000 visitors were estimated to have
engaged with the trail, of which 26% were
from outside the West Midlands
with 61% visiting with children
•14,000 people downloaded The Big Hoot App,
clocking up some 377,000 interactions
reason for being in Birmingham and 88% spent
more time in the city as a result
•72% explored parts of Birmingham they don’t
normally visit
•63% thought that The Big Hoot made them
feel part of something new
•57% felt the event had resulted in a
stronger sense of community
•53% will revisit places where they
discovered owls
•£508,035 was raised for Birmingham Children’s
Hospital Charity at the auction
•515 pieces of press coverage were generated,
with a reach of over 62 million
•69% of visitors took to Facebook to post their
•£8 million was spent as a result of their visit
favourite owl photo and as a result 40% of people
got to hear about the event via social media.
Sources: The Big Hoot Research (Zing Insights 2015, sample: 2,620)
Accolades
for The Big Hoot
•WINNER: Best Live Event 2015
– Birmingham Mail’s Brummies Choice Awards
• WINNER: Best Midlands Outdoor Event 2015
– What’s On Readers Awards
•Shortlisted: Excellence in Contributing to
the Community 2015 – Greater Birmingham
Chambers of Commerce Business Awards
•Shortlisted: Arts and Culture Award 2015
– The Birmingham Awards
"It turned Birmingham into a giant, interactive
art gallery that was accessible to everybody."
Trevor Beattie
Founder and Executive Creative Director, BMB Advertising
•Shortlisted: Fundraising Campaign of the
Year 2015 – Third Sector Awards
•Shortlisted: Best Event, Not for Profit
and Best Use of Media Relations 2015
– Chartered Institute of Public Relations
THE BEARS ARE COMING...
Following the flying success of The Big Hoot in 2015, Birmingham Children’s Hospital Charity
is once again working with creative producers, Wild in Art, to bring a sequel to the West Midlands
for the summer of 2017.
The Big Sleuth will inspire civic pride across all generations, showcase the very best that the
region has to offer and motivate all to get active and explore parts of wider Birmingham they
may not have been to before.
It is this sentiment that is hugely important to Birmingham Children’s Hospital as not only will
The Big Sleuth give people another opportunity to enjoy walking, jogging, running or cycling
around Birmingham as part of a free and fun day out, but leading an active lifestyle is one of
the best things families can do to improve their health.
With the support of its partners, Birmingham Children’s Hospital Charity hopes to raise in
excess of half a million pounds through the sale of the sculptures at the end of the project.
This will then be injected back into the hospital to support the pioneering work it does every day.
"The Big Hoot made such a huge impact right across Birmingham, not only
offering a free and fun family day out but also encouraging everyone to
become active as they set off on the owl trail.
“"We were overwhelmed by all that The Big Hoot achieved and the huge
amount of money it raised for our hospital, but we know that none of this
would have been possible without your support.
"The owls won the hearts and minds of everyone and we know that
our next venture - The Big Sleuth has the potential to be even bigger and
better, as we bring joy and laughter and of course sleuthing
to our streets!
"As our special corporate friends, we encourage each and every one of
you to get involved and help us make The Big Sleuth 2017 a roaring success.
Together, we can again do something amazing for the city we all love."
Sarah-Jane Marsh
Chief Executive of Birmingham Children’s Hospital
"We look forward to creating a memorable and
world class event in which businesses, artists,
young people, residents and visitors can all
participate. The Big Sleuth creates numerous
opportunities to get involved in what promises
to be the largest mass participation art event
ever to take place in the UK and to showcase the
city’s achievements and cultural offer together
with its communities."
Sally-Ann Wilkinson
Director of Wild in Art
THE BIG SLEUTH
We invite your company, employees and customers to be inspired, get imaginative and
celebrate the uniqueness of Birmingham in its second, biggest-ever, mass participation
public art event.
For 10 weeks in the summer of 2017, over 100 individually designed and beautifully created
large bear sculptures will leave their paw-prints all over Birmingham’s streets, parks and
open spaces – once again showcasing the wealth of artistic talent in the area whilst positively
contributing to the economic, cultural and social life of the city.
The Big Sleuth is all about partnerships. Building on the success of its predecessor, the free,
large-scale, family-friendly public art event will:
•Provide a trail through as many ‘B’ postcodes in Birmingham as possible, encouraging
thousands of people to become tourists in their own city and discover or rediscover
their local community
•Connect corporate partners around the city and beyond, providing a new and unique
avenue for discussion
• Attract regional and national visitors
•Showcase the creativity of Birmingham; its heritage, architecture, regeneration
and cultural offering
• Increase awareness, footfall and visitor spend in sponsor and host venues
• Engage regional and local professional artists and community groups
• Create a city-wide creative learning programme for children and young people
• Boost health and well-being by encouraging Birmingham to get active
• Drive family time, encouraging generations of families to take part in the trail together
• Be fun, engaging and popular
•Ultimately raise significant funds for Birmingham Children's Hospital
Charity ensuring it can make a real difference to the lives of the sick kids treated at its
hospital, thereby leaving a fitting legacy for the people and communities of Birmingham.
The Big Sleuth provides
a communication and charity
platform for your business
that will last FOR 12 months
and beyond.
WHY A BEAR?
The Big Sleuth bear is a Sun Bear, also known as a Honey Bear. The sculpture has been purposefully designed
to act as a 3D canvas for artists, communities and young people to bring to life with the many hundreds of
unique designs showcasing the city’s creativity; its heritage notwithstanding spirit of fun.
•Universal Appeal – The Sun Bear has an extremely long tongue which makes it appear warm,
playful and friendly
•Unique to Birmingham – The Sun Bear has been designed especially for Birmingham
making it the first trail of its kind
•Child Friendly – The Sun Bear is the smallest of the world’s eight bear species, making it the
perfect choice for the children’s hospital
•Versatility – A bear has many disguises/interpretations, allowing for lots of different
sculptures to be created
• Storyteller – The bear is a firm favourite in books and films and likes to share his own adventures
•Explorer – The bear will bring out the detective in all of us to ensure
residents and tourists get active and find all the sculptures
• Celebration – The Sun Bear originates from South East Asia and 2017
is Birmingham City Council’s Year of South Asian Culture, as well as the
70th anniversary of Indian Independence
• Conservation – The learning programme will bring to life the environment
and conservation messages for the Sun Bear. It is estimated that Birmingham
has the largest population of trees in Europe – six million trees within its
boundaries – so with deforestation a major threat to the Sun Bear, it has
come to explore Birmingham.
THE TIMELINE
September - December 2016
February 2017
MARCH - JUNE 2017
July - September 2017
Sponsors, artists and schools
invited to get involved
Preview of artist’s bear
designs for selection
Bears designed by artists
Bears displayed
across Birmingham
October 2017
Bears auctioned to raise money
for Birmingham Children’s
Hospital Charity
WHY SHOULD I GET INVOLVED?
Through sponsorship you can:
•Support a project which spans communities, environment, art,
health and well-being
• Raise brand awareness and exposure of your business, organisation or group
• Drive footfall to your business, community or venue
• Boost sales through app and trail promotions, stimulating the local economy
•Showcase your own corporate creativity and engage your staff, customers
and associates with your sponsored sculpture
•Improve team spirit and boost staff health and well-being by encouraging
them to walk, jog or cycle the trail
•Benefit from an association with your own ‘feel good’ stories in the
media, internal communications and trade publications
•Play an important part in animating the city and driving increased civic
pride, integration and increased community engagement
•Associate your company with a design from one of the region’s wealth of
artists and support the creative sector
•Enable significant funds to be raised for Birmingham Children's
Hospital Charity through the auction of your bear at the end of the project.
GET INVOLVED
We have a wide range of sponsorship packages to fit every budget. Each level
offers a variety of benefits to suit your marketing and PR objectives and each will
have a unique rewards and benefits package attached that will ensure maximum
brand exposure and interaction for the different levels.
Presenting Partner A £65,000
An exclusive category restricted to one company. This is a unique opportunity
to align with the trail from beginning to end. Partnering with the project from
the delivery phase all the way through to the public trail, farewell weekend and
high-end auction will see your brand become synonymous with the project.
This sponsorship will also include three individually designed sculptures.
Presenting Partner B £45,000
An exclusive category restricted to one company. Sitting alongside Presenting
Partner A your brand will span the lifetime of the public trail and benefit
from close association with a comprehensive marketing and PR campaign.
This sponsorship will also include three individually designed sculptures.
Community Partner £20,000
As Community Partner you will be able to realise your CSR objectives by working
with two community groups to design, create and produce a sculpture that
speaks for the community that created it. From arts and heritage to working with
marginalised individuals we will help identify community projects that match
your business and CSR objectives or enhance your existing partnerships.
This sponsorship will include two sculptures to be developed with the identified
community groups.
Magnified Sponsor £25,000
We are looking for three to five businesses who might want an opportunity to
engage staff or customers through this unique art project. This package would
include three sculptures, two chosen from the portfolio of artist designs and a
third to be created as a result of a staff or customer engagement piece, creating
something truly unique for your business.
Official Supplier £9,000 (e.g. £6,000 direct sponsorship
+ £3,000 Gift in Kind)
A project of this scale and magnitude needs many hands to make it work
and there are a number of areas where your business could help by providing
important resource and gift in kind. From printing to concrete, accommodation
to travel if you think your business could be an ‘Official Supplier’ we would like
to hear from you. This sponsorship opportunity includes one sculpture and will
see you recognised as an official supplier of The Big Sleuth on all collateral.
School Sponsor £7,000
We are looking for a number of businesses that can support both the main
trail through commercial sponsorship and support a school to take part in
the learning programme. This package would include one large sculpture
commercially sponsored and one small sculpture to donate to a school of
your choice and the opportunity to be involved in both trails.
Unique Sponsor £6,000
Your chance to be the Unique Sponsor of an individually-designed sculpture in
a high profile location on the trail and benefit from a wide range of PR and
marketing opportunities and the reach that this project brings. Want to sponsor
more than one? We can create a bespoke sponsorship package for you.
DON'T JUST TAKE OUR WORD FOR IT...…
"The Big Hoot was a fantastic experience for Birmingham, not only in raising valuable funds for
Birmingham Children’s Hospital but also in terms of helping to lift the city’s profile, as well as the
spirits and health of those who participated in tracking down all the different owls. We are incredibly
proud to see it return as The Big Sleuth as it will once again bring Birmingham together in a fun,
creative and different way. The Chamber is proud to support the children’s hospital and The Big Sleuth,
and we are very excited to meet our bear! I’d certainly encourage businesses to get involved by
supporting The Big Sleuth and playing their part in a great initiative."
"The Mailbox was delighted to be part of The Big Hoot Trail.
We saw an increase in visitor numbers (particularly from
families) and also dwell time within the Mailbox as guests
enjoyed searching out the owl."
David Pardoe
Head of Marketing, Retail and Tenant
Engagement, The Mailbox
Paul Faulkner
Chief Executive of Greater Birmingham
Chambers of Commerce
"The Big Hoot was the best
thing Birmingham did to get
families active in 2015."
Adrian Phillips
Director of Public Health for
Birmingham City Council
"The Big Hoot became one of the most memorable public
"Birmingham Airport’s business is all about
connecting people and The Big Hoot brought
the people of Birmingham together in a fun,
creative and different way. We are proud to
have been a part of this fantastic event."
Andy Holding
Corporate Responsibility
Manager, Birmingham Airport
art and charity projects Birmingham has ever seen,
bringing thousands of additional visitors to the city centre
to follow the owl trail and enjoy our great shopping, dining
and cultural attractions. Retailers are very keen to support
The Big Sleuth and we are sure it will be massively
successful, helping to raise thousands of pounds for
Birmingham Children’s Hospital and raise the city’s profile
once again, bringing in lots of visitors to the city centre."
Steve Hewlett
Retail BID Manager
For further information on how to get involved please contact Birmingham
Children's Hospital Charity [email protected] Tel: 0121 333 8506
Credit: Daniel Graves Photography
"The Big Hoot and The Little Hoot have been
an exceptional opportunity to showcase school
and community endeavours across Birmingham
and has had a positive impact on cultural and
commercial sector organisations across the city."
Andrew Fowles
Learning and Access Manager,
Birmingham Museums
and Art Galleries
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