Irish Life is one of Ireland’s leading financial services companies with an ambition to help more people in Ireland enjoy a better life today and build better futures. As we evolved our brand promise to “A Better Life with Irish Life” and given the nature of not having a bricks and mortar retail network, we looked to sponsorship to help make a tangible substantiation of our promise.
The Dublin Marathon was a natural sponsorship fit that could support our objectives and in 2022, we became the title sponsor of the Dublin Marathon and Race Series. We got to work straight away to establish Irish Life as the sponsor, reach a mass audience through earned and paid media and bring Irish Life’s people and stakeholders on the journey. We developed a clear communications strategy, advertised across broad reach media and delivered a highly impactful and emotional experience for runners and supporters on Marathon Day.
The sponsorship delivered continued support for Dublin City and national charities, mass brand reach and visibility and significant increases in brand consideration. It also allowed us to really engage with our employees, become more attractive for new talent and build our employer brand and Employee Value Proposition.
Overall, we delivered an incredibly successful partnership, a memorable year for the Dublin Marathon and clearly demonstrated what Irish Life do – support people to improve lives and ultimately have a better life, with Irish Life. That’s the #PowerOfSupport.
