Estonian Air's Hockey Sponsorship Campaign 'Depressing,' Says Ansip ({{commentsTotal}})

Business
Business

In response to criticism, Estonian Air has revealed that it spent 200,000 euros sponsoring the 2012 Hockey World Championships.

Prime Minister Andrus Ansip said at the weekly government press conference today that the expense was excessive.

"I'm not a marketing specialist, but I find it unreasonable to direct nearly half of the marketing budget to the Ice Hockey World Championships," Ansip said.

He said a special audit, which he called for yesterday, is no longer needed. "I have received the answers and the answer is depressing," Ansip said.

Estonian Air representatives said the sponsorship package had allowed the company to advertise to millions of TV viewers in Finland, and helped increase its market share.

Estonian Air press representative Ilona Eskelinen said the costs actually constituted around a third of the budget for marketing abroad.

Roughly 90,000 euros was used to acquire rights to using the hockey tournament logo and 110,000 euros was spent on advertising itself, including TV ads, stadium banners and painting the Hockey Bird colors on one Estonian Air plane.



{{c.alias}}
{{c.createdMoment}}
{{c.body}}
{{cc.alias}}
{{cc.createdMoment}}
+{{cc.replyToName}} {{cc.body}}
No comments yet.
Logged in as {{user.alias}}. Log out
Login failed

Register user/reset password

Name needs to be fewer than 32 characters long
Comment needs to be fewer than 600 characters long
{{comment.captcha.word.answer}}

news.err.ee

Opinion
Estonia’s way into the future isn’t a race

There is a lack of connection between the Estonian state, and the people who live here. While it expects a lot of the state, Estonian society doesn’t seem ready to contribute, writes Viktor Trasberg.

Lotman: Security academy would be crucial Estonian identity point in Narva

In an opinion piece published by Eesti Päevaleht, Tallinn University professor Mihhail Lotman found it important to overcome the mental barrier separating Ida-Viru County from the rest of Estonia.