Naming rights for the state’s three emergency rescue helicopters have gone to tender in a $3.75 million move which could see the deal change hands for the first time in two decades.
Tightly-held naming rights for the state’s three emergency rescue helicopters have gone to tender in a $3.75 million move which could see the deal change hands for the first time in two decades.
The Department of Emergency Services tender has been held by RAC since the fleet was launched in 2003 and was most recently renewed in 2019.
DFES is seeking a “community-minded” organisation to fit the bill and has set the price tag to at least $3.75 million a year.
But the government entity has asked applicants to name their price, in-kind contributions, how far they would go to promote the service, preferred livery, and how their values would align with DFES.
“This opportunity comes at an exciting time for the service as a new state of the art replacement fleet of helicopters are due to start taking to the sky from late 2023,” the prospectus said.
“As the exclusive naming rights sponsor of this highly respected community service, your organisation will have a unique and unmatched opportunity to generate significant brand awareness and positive brand exposure through its association with the emergency rescue helicopters.
“A suite of promotional opportunities will see your organisation’s name and brand become synonymous with a trusted DFES service that has been saving lives in WA since 2003 – helping build your brand and expand your reach and exposure throughout the Western Australian community.”
The naming rights is one of few branding efforts which has regularly cut through into news coverage, a fact DFES estimates was worth $2.9 million in advertising revenue in 2022-23.
An estimated audience reach of 26.5 million, 1 million unique views on the DFES website, and potential for “exciting visual content” such as exclusive rescue footage have also been touted to suitors.
The bright yellow helicopters have been central to RAC’s advertising and branding efforts since 2003.
After retaining the contract in 2019, RAC chief executive Robert Slocombe said the relationship was crucial to the organisation.
“More than 4,500 patients have now been transported, and the service has flown approximately 1.4 million kilometres, the equivalent of 35 trips around the world,” he said.
“With the majority of missions being in response to road crashes, RAC’s partnership with this critical and life-saving service is a key part of the organisation’s commitment to road safety in WA.”
In August this year RAC marked 20 years since the first rescue mission.
The new deal would start in July 2024 and run for two years, with three one-year extensions available.
Additional commitments DFES has suggested include funding another communications officer, publishing stories, and paying for branding.
RAC declined to comment.
