The Brief –
CGU Insurance revised their marketing strategy to align with the business’s overarching objectives. This entailed reducing their above the line marketing activity over a seven-year period. To maintain brand visibility during this time, CGU Insurance sought a sponsorship deal that would keep their brand identity prominent in the marketplace.
By 2014, the business’s needs had changed, as had their marketing requirements, and the business was expanding through the acquisition of additional enterprises throughout NSW. CGU Insurance needed to ensure its brand identity was strong across these newly acquired networks and markets.
The FrontRow Experience –
The first steps FrontRow took to assist CGU Insurance was to create two tailor-made policies and procedures documents – equipping our client with the know-how to objectively review any potential sponsorship opportunity. Each policy contained six specific criteria – this process ensured the team at CGU Insurance could cross match any potential sponsorship agreement against the core necessities of the business to determine whether the sponsorship deal was appropriate for the organisation.
FrontRow negotiated and implemented a sponsorship deal with the NSW Waratahs which addressed a need for hospitality and brand profile for the company. The deal also included several engaging activations, as well as prime logo placement on the back of the Waratahs jersey.
On an ongoing basis, FrontRow works with CGU Insurance to screen future sponsorship opportunities, liaises with sponsorship rights holders to discuss outcomes and renewals, and provides tailored advice and solutions to reflect the needs of the business. We work closely with them to ensure CGU Insurance remains front and centre to their target market, making them the ‘first choice’ for consumers and brokers alike when looking for insurance.