Hibernia Coexistence

Opportunity

Initiated by the Museum on the Seam in Jerusalem in 2001, Coexistence: The Art of Living Together is an internationally acclaimed outdoor art exhibit, consisting of 43 billboard-sized posters created by artists all over the world.

In 2005, the Holocaust Museum in Houston hosted this big event to bring the local community together. Pierpont identified a unique and rare opportunity for its client, Hibernia Bank, to combine its initiatives from charitable donations to business development, that would help gain awareness for the bank’s activities and generate customer traffic to branch locations through a strategic partnership with this historical event.  

Strategy

Understanding that a major priority for the bank was to build a stronger relationship with the City of Houston and its elected leadership, Pierpont identified this special opportunity through its personal relationship with the Mayor’s office in Houston. This project was particularly important to Mayor White and his administration because of its community significance but lacked funds from major sponsors.  Pierpont viewed this sponsorship as a unique opportunity for the bank to make major strides through branding opportunities, networking, and neighborhood involvement.  

Pierpont negotiated a Platinum Sponsorship agreement with the Mayor’s Office for Cultural Affairs which included Hibernia’s name on all CoExistence materials as well as access to the private opening reception with the Mayor, city dignitaries, and local business leaders.  During the reception Pierpont facilitated introductions between Hibernia representatives and key elected and civic leaders in Houston.  

 Pierpont made sure Hibernia took full advantage of this sponsorship opportunity by ensuring they were the only major bank sponsor.  Also, as a result of negotiating ideas with the exhibit coordinators, the Holocaust Museum Houston agreed that Hibernia underwrite the Children’s Art Experience, where over 2,200 children created their own artwork after touring the exhibit.  Hibernia’s name and logo were branded on the framed artwork to be displayed in the Downtown Public Library.  

Furthermore, Pierpont helped Hibernia coordinate a Winner’s Reception at a key branch location by facilitating all details of the reception from promotion and catering to hosting. At the reception, winners were presented with a personal note and a $100 check from the Holocaust Museum.  The highlight of the evening was a speech by a Holocaust survivor, Bill Morgan, addressing the importance of tolerance and love in a community of diversity, rather than hate.

Results

Pierpont’s results included Hibernia media coverage on the front page of the Houston Chronicle and in the Jewish Herald Voice. Overall the $15,000 charitable contribution to a worthwhile project helped Hibernia successfully achieve their goals of business development, community support through charitable contributions, branding, and generating traffic to branch locations.