Vista Land's COHO links up with UAAP.
By WAYLON GALVEZ
In an effort to attract more clients, COHO by Vista Land has signed a sponsorship deal with ABS-CBN Sports and Action for the 82nd UAAP Season men's basketball tournament that starts with a triple-header on Sept. 4.
COHO operations chief Jennifer dela Cruz said Thursday they are confident the UAAP as an institution will be a suitable marketing vehicle for them to promote the company.
"COHO is a young or newest brand of Vista Land," said Dela Cruz following the contract signing of COHO and ABS-CBN Sports+Action officials at the Mella Hotel in Las Pinas City.
"We are very aggressive in terms of awareness, and I think UAAP is a very good venue for us to target and tap our market. The target market is the alumni and the audience of the UAAP. Our profile, the buyer's profile of COHO,is young," added Dela Cruz.
Aside from Dela Cruz, also present during the contract signing are Jan Christopher Gonzales, COHO's corporate communications head, and ABS-CBN Sports+Action officers, channels and production head Vince Rodriguez and sales department head Nicole Machuca.
Gonzales said that tapping the UAAP as their partner gives them a new way in promoting their company, which now has a number of mid-rise condominium units in Metro Manila.
"We don't want to promote is as a hard sell, or the buildings or the amenities of condominiums. We want to present it as a lifestyle, which we at COHO share with the UAAP," said Gonzales.
Machuca said that as partner, COHO would get "on air values and on ground" to engage its own market to know more about the up-and-coming company owned by Vista Land.
"Apart from that, we have special segments within our magazine shows Up Front to feature other properties and probably a coffee table project as venue for our shows," Machuca said.
The tie-up with the UAAP, Dela Cruz said, is just the start for COHO.
"We've done a lot of collaboration with different organizations, which really is targeted. We wanted to do more, of course this is just the beginning, so aside from it we're looking at other collaborations later this year," she said.
COHO by Vista Land officials, led by operations head Jennifer dela Cruz, 2nd from right, formalizes Thursday at the Mella Hotel in Las Pinas City a sponsorship deal with ABS-CBN Sports and Action for the UAAP Season 82 men's basketball tournament. Also in photo, from left, are ABS-CBN Sports and Action sales head Nicole Machuca-Moro, ABS-CBN Sports+Action Channel and Production head Vince Rodriguez, and COHO's Corporate Communications head Jan Christopher Gonzales. (Rio Deluvio)