Synergy To Activate Qbe’s Lions Tour Partnership
Sports and entertainment marketing agency Synergy will lead the activation of QBE’s sponsorship of The British & Irish Lions 2017 Tour to New Zealand following a pitch process.
The integrated campaign created by Synergy will position QBE Business Insurance as a supporter of ‘The Team Behind the Team’ – the coaches and management who do the behind-the-scenes work that makes it possible for the Lions to achieve their ambitions.
The campaign will include experiential activity, content optimisation, corporate communications and more in the months leading up to the tour to New Zealand.
Adam Raincock, head of communications, Synergy commented: “The British & Irish Lions is one of the blue riband sports properties in world. It was a very tough pitch process, but our ability to tap into expert knowledge across paid content distribution and corporate comms within the Engine Group means we can deliver a campaign that really hits QBE’s very specific target audience.”
Nick Mott, head of sponsorship, QBE said: “QBE’s ability to look at managing and mitigating risk from every possible angle means we know how important it is for The British & Irish Lions to build a strong and highly skilled backroom team to support the players.
“Our partnership with the Lions is an exciting opportunity for us to engage with our key audiences and, as Synergy are leaders in sponsorship and rugby, we feel they are best placed to help us activate ‘The Team Behind the Team’ by delivering a fully integrated and innovative campaign.”
