Kimberly Plaskett

Proven partnerships

Brand partnerships work when audiences share interests so that it feels natural for two brands to work together. These are just a few examples of such partnerships I negotiated during my career.

Harlem globetrotters

You know what comes to mind when you hear the tune “Sweet Georgia Brown,” a song long-associated with the world-famous Harlem Globetrotters. Every year, the team embarks on a multi-city tour with hundreds of shows across a four-month period. They were in need of a transportation partner, so I negotiated a multi-year deal (2011-2016), where Greyhound would provide dedicated buses for their tour and in exchange, the company received more than $4.3M in ad value through in-game advertising, branding on all Globetrotter tour ads, player appearances and presence on Globetrotter-owned digital channels.

six flags theme parks

Summer is the busiest travel period for Greyhound. It’s also when millions of families are going on vacation, visiting destinations and attractions such as Six Flags Theme Parks. I wanted to bring more visibility to Greyhound during a time when people are already thinking of travel, so I worked with Six Flags to place custom Greyhound ads in all Six Flags parks in the U.S., reaching more than 133 million visitors each year. This included signage on buildings, rest areas, food service menu boards and tram drop-off areas, as well as sponsorship of their Flash Pass lane and a :30 ad on their in-park TV network. We also held a sweepstakes promoted via social media and on Greyhound.com, where the winner received a trip for four and VIP park package.

Nitro circus

In 2017, Nitro Circus approached me with an opportunity for Greyhound to partner with them on a large-scale live TV event. Travis Pastrana, an X-Games gold medalist, social media influencer and stuntman, was planning to recreate Evel Knievel’s three most iconic jumps. The event was to take place in Las Vegas and broadcast live on the History Channel. Pastrana not only wanted to jump 14 Greyhound buses like Knievel did, but he wanted to beat the record, going up to 16 buses. The event was promoted heavily on social media and on the History Channel, with nearly an hour of broadcast time dedicated to the Greyhound jump and everything leading up to it.