Exhibition Sponsorship: Why Everyone Benefits

Subaru 360 “Ladybug”
© Canadian Museum of Civilization, photo Steven Darby, IMG2011-0138-0004-Dm

Inside the exhibition JAPAN: Tradition. Innovation. at the Canadian Museum of Civilization, people clustered around a tiny, but elegant 360, the first automobile mass-produced by Fuji Heavy Industries’ Subaru division. Nicknamed “the ladybug,” the inexpensive, but innovative car gained worldwide popularity in the 1960s. In the main lobby outside the exhibition, people crowded around another elegant and innovative vehicle—the 2011 Subaru Legacy. It’s a striking illustration of the exhibition’s theme: the creativity and continuity of Japanese design.

It also helps explain why Subaru Canada is a natural fit as Presenting Sponsor for the exhibition. Indeed, the exhibition curator chose the 360 as an artifact before Subaru Canada decided to invest in exhibition sponsorship.

“Innovation through continual improvement has always been key to the success of Subaru,” says Ted Lalka, the Vice-President of Product Planning and Marketing for Subaru Canada, “and this exhibition helps put the Subaru story into the larger context of how Japanese innovation is inspired by a rich tradition. This exhibition shows us where we came from and challenges us to become better.”

Two-Way Opportunities

Sponsorship is an opportunity for the Museums to gain much-needed financial support to produce exhibitions of the highest calibre, and to maintain excellence in the many ways that they preserve and promote Canadian history. For companies, sponsoring such a popular and respected national institution is an engaging way to reach their target audiences and promote their brands.

“Sponsorship support added visibility and relevance to the Japan exhibition and ultimately made the whole experience more accessible to visitors,” said Rachael Duplisea, Director of Partnerships and Events at the Museum of Civilization. “It is an example of a win-win for all, with the Presenting Sponsor getting to display a new Subaru in Canada’s most visited museum and associating itself with a gorgeous exhibition in a world-class museum that Canadians are proud of.”

The exhibition’s Supporting Sponsor, Anritsu Electronics, a Japan-based global provider of communications technologies, was proud to underline its 115-year tradition of innovation by sponsoring the show. Gifts from donor organizations were essential in making the exhibition a reality. For example, some of the transportation, design and installation costs for JAPAN: Tradition. Innovation. were covered by three organizations that promote Japanese culture around the world—The Toshiba International Foundation, The Commemorative Organization for the Japan World Exposition ’70 and The Japan Foundation.

A Light in the Darkness

Coming so soon after the earthquake and tsunami that devastated eastern Japan on March 11, 2011, JAPAN: Tradition. Innovation. has an especially deep resonance. Despite the extremely difficult post-tsunami conditions, the Museum’s Japanese partners insisted that the exhibition open on schedule. The exhibition demonstrates Japan’s long history of resilience and creativity.