The insurance industry is a very competitive market. CGU were looking for hospitality options for a younger audience on a national scale.
FrontRow was able to source a high impact sponsorship opportunity that specifically targeted a younger, yet refined audience, and included a significant corporate hospitality offering.
FrontRow sourced and negotiated a nation-wide sponsorship deal with Polo in the City. Matching the client’s demographic – targeting those in their 20’s to early 40’s in middle to senior management positions, the sponsorship put the CGU brand front and centre in Sydney, Melbourne, Adelaide, Perth and Brisbane.
In every city, CGU’s sponsorship included a team CGU branded polo uniform, CGU references throughout match commentary, exclusive experiences such as pony tours hosted by the CGU polo players and premium hospitality on the side of the polo field, in amongst all the action.
FrontRow were also responsible for creating a unique theme for the event series, to be implemented from the invitation through to all elements of the event. The theme was Cuban Havana Club, featuring a backdrop of an olden-day street in Havana covering the entire marquee back wall. CGU’s on-field presence extended to Polo specific branding devices such as the bar within the marquee, market umbrellas, signage and bunting.
Polo in the City has become one of CGU’s signature events. It delivers fantastic brand awareness across the country and a demonstrated return on investment. Another fantastic outcome is all other sponsors of Polo in the City are premium brands, thereby CGU has raised its profile and desirability amongst its key audiences.