Coming on the heels of their successful sponsorship of the “Rihanna Loud in Barbados” concert at Kensington Oval in St. Michael on August 5th, 2011, LIME, the Caribbean’s largest full-service telecommunications company turned its attention to sponsorship of Diaspora events surrounding the 44th Annual West Indian Carnival Festival 2011 which end on Labor Day, Monday September 5th in New York City.
The historic Brooklyn event – describes as the “Mother of all Caribbean Parties” – is the largest parade of its kind in the United States. The parade typically attracts over 3.5 million participants, effectively pulling more people than the population of the entire island of Jamaica. LIME had a major presence on the parkway at the Labor Day parade on Monday, September 5th for the second consecutive year. LIME’s Regional Head of Sponsorship, Sheldon Keens-Douglas, who was in town for the festivities, expressed pleasure at being on board again.
“We wouldn’t miss it; after our participation last year we knew we would be back. The ‘E’ in LIME is all about quality entertainment and cultural events and activities and the West Indian Carnival Festival is a great complement to what that means for us” he explained.
LIME sponsored other scheduled events over the weekend, including EVERYBODY’S Calypso & Soca Tent-Revue at the Tropical Paradise Ballroom (August 29 – September 2) that featured the world’s top calypso & soca superstars, such as The Mighty Sparrow, Calypso King of the World, Shadow, Becket, Denyse Plummer, Rikki Jai and Edwin Yearwood; Brass Fest which was held at the Brooklyn Museum on Eastern Parkway, that featured the 2011 Carnival King Machel Montano & Kes The Band, Patrice Roberts, Farmer Nappy and WCR and the inaugural Reggae Rhythm & Blues Concert at Roy Wilkins Park that featured strong performances from R&B singer Kenny “Babyface” Edmonds, Monica, Mavado, I-Octane, Leroy Sibbles, Tarrus Riley, Khago, and Soca King Machel Montano HD.
The Labor Day weekend activities represent one of the key activations for the brand and was an important part of LIME’s summer promotions in the tri-state area.
“For this summer our double-top up promotion – which offered each customer who bought credit to get two times the amount paid for – was all about keeping in touch with friends and family back home. And the festival is about keeping in touch with that Caribbean legacy and heritage. There is a synergy here that LIME, with our own legacy of over 140 years, is proud to support,” said Keens-Douglas.
From as early as May this year, LIME upped the ante with their promotions in the Diaspora, expanding its support of a number of Caribbean events including support of Caribbean athletes who competed at the annual Penn Relay Carnival in Philadelphia.
The telecommunications giant also returned for the second consecutive year as Platinum sponsor of the Caribbean Netball Association’s (CANA) Summer Netball League and Caribbean Cup 2011 which featured teams representing Jamaica, Grenada, Trinidad & Tobago, St. Vincent and the Grenadines, Sri Lanka and Barbados. The round robin Caribbean Cup tournament which will on September 11th, 2011 bring the curtain down on the summer long netball carnival which kicked off on June 4th at the Lincoln Terrace Park in Brooklyn, New York.LIME’s sponsorship included uniforms, prizes and telecommunications services for the tournament at the various games that took place over the summer.
As anticipation heightens for Fall events, LIME will continue its aggressive grassroots marketing campaign in the Diaspora and will continue to deliver the best communication services at the best value to its customers.