| Background
Sponsorship of the new National Cricket League (NCL) was
selected to help build awareness and perceptions of the newly-merged
insurance company CGU
The benefits this sponsorship offered included:
- High levels of targeted media exposure
- Association with values of stature, innovation and modernity
- Nationwide opportunities to develop positive relations
with Independent Financial Advisers (IFAs)
- The opportunity to create substantial promotional support.
With a new, unknown name to promote, CGU had a need to generate
brand awareness and positive brand values over 1999.
As part of a wide-ranging launch campaign, sponsorship of
the new National Cricket League (NCL) was selected for its
ability to:
- Reach ABC1 Men cost-effectively
- Reflect the new company's stature and modernity
- Associate CGU with values of innovation and success (the
NCL had undergone a radical facelift for the 1999 season)
- Enable regional sales forces to develop positive relations
with IFAs.
|
The Sponsorship Beyond the obvious features
(perimeter boards, tickets, hospitality), various supporting
activities helped maximise the sponsorship's impact. These
included:
Press Launch
Instead of the traditional announcement from Lord's, a cricketing
arena was created at the Sports Café.
The event included David Gower as host, and modelling of
the new playing kits by England's leading players.
The CGU brand received media exposure valued at over twice
the event's cost.
Media Support from Sky Television
A deal was negotiated with Sky, providing CGU with 'ownership'
of Sky's output by:
- Sponsoring the TV coverage
- Producing irreverent credits, reflecting the new competition's
audience and values
- Utilising advertising space on SkyText
- Creating a dedicated page on the Sky Sports website
- Creating a TV programme covering the production of the
new trophy.
Media Support from Talk Radio
A new programme - CGU Cricket Weekly - was created with Talk
Radio.
Hosted by Chris Cowdrey on Sunday evenings, this provided
reports of the day's games, and invited fans to phone in with
their opinions. |
