Amazon · Wondery
New Heights: The Advertiser Showcase
Instead of another sponsorship pitch, Wondery invited prospective advertisers to experience the New Heights opportunity firsthand. YW3 designed and managed the three-day VIP journey.
The brief
Wondery had a new sponsorship opportunity built around the New Heights franchise and its inaugural live Tailgate.
Rather than ask prospective partners to imagine how the opportunity might work, Wondery invited select advertising executives to experience it firsthand.
YW3 developed and managed the three-day VIP program, connecting private hospitality to the live fan experience and the Chiefs–Eagles home opener.
YW3 delivered
Advertiser Experience StrategyVIP Hospitality & ConciergeGuest Travel & AccommodationsPersonalized GiftingPrivate DiningGround TransportationGame-Day Logistics
The commercial idea
Experience it before you sponsor it.
The Tailgate became a working showcase of the New Heights sponsorship platform. Invited advertisers could see the public activation, ticketed experience, live entertainment, integrated branding, digital displays and fan engagement operating together in real time.
Instead of theoretical sponsorship inventory, they experienced an operating franchise with opportunities for brands to participate.
- The propertyThe inaugural New Heights Tailgate, live in Kansas City.
- The guestsSelect advertising executives, existing and prospective partners.
- The purposeA firsthand look at what they could sponsor.
The VIP experience
Three days. White-glove execution.
YW3 managed the guest journey end to end, connecting access to the New Heights Tailgate with the hospitality expected of senior advertising partners. The weekend culminated with guests at the Chiefs–Eagles game in a private suite hosted by Wondery.
Advertiser cultivationPremium hospitality24/7 concierge
The weekend
Hospitality, connected to the opportunity.
- Sep 13 · Arrival & welcomeAirport transfers, rooms at the Loews, a personalized New Heights tote with a welcome letter and agenda in every room, then a hosted welcome dinner in the private library room at Stock Hill.
- Sep 14 · Game dayA hosted breakfast and briefing at the Loews, VIP access to the New Heights Tailgate at KC Live!, then a private party bus to Arrowhead for Chiefs vs. Eagles in a Wondery-hosted private suite.
- Sep 15 · DepartureIndividual departures, with YW3 concierge support on site and remote through the end of the visit.
YW3 also created the Tailgate itself, the consumer-facing property these guests came to evaluate. At EWC in Paris, the same VIP and concierge model fulfilled an advertiser experience Amazon Ads had already sold. Here, it helped Wondery introduce a new one.
The takeaway
A live property became a live sales tool.
YW3 connected a consumer-facing cultural activation to an executive-level advertiser experience, giving Wondery a tangible way to introduce its sponsorship opportunity. One New Heights franchise. Two distinct audiences. Two different business objectives.
YW3 delivered
- Advertiser Experience Strategy
- VIP Hospitality & Concierge
- Guest Travel & Accommodations
- Personalized Gifting
- Private Dining
- Ground Transportation
- Game-Day Logistics
- Client
- Wondery, an Amazon company
- Guests
- Invited advertising executives
- Property
- The New Heights Tailgate, presented by Audible
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