Overview
PTSB undertook a brand and positioning overhaul, rebranding as PTSB and introducing a new brand promise, ‘Altogether More Human’. This transformation aimed to address four key business challenges: competitive differentiation, customer relationships, brand trust and colleague connection. To support these objectives, PTSB became the title sponsor of the Irish Olympic and Paralympic teams ahead of the Paris 2024 Games, using the sponsorship to reinforce its new brand promise in an authentic way, while connecting with local communities across the county.
Approach
The PR Strategy centred on bringing the Brand Promise, ‘Altogether More Human’ to life through targeted athlete profiling and connecting the stories of PTSB’s 11 athlete ambassadors to that message. PTSB did this through multiple executions, including a formal launch of the athlete ambassadors, a branded appearance on the Late Late Toy Show, first access media exclusives and a lifestyle media series. All of these activations were strategically planned to align with brand values and campaign and PR objectives.
Results
The PR activity achieved remarkable results, including 1,600 pieces of earned media coverage, €13 million in cumulative earned media value and €5m million in prime positive media coverage. Beyond PR results, the sponsorship played a key role elevating the bank’s brand impact. Brand affinity, partnership awareness, brand equity, and colleague engagement objectives were all achieved during the period, with significant contribution from PR activity. This partnership proved vital in establishing top-tier sponsorships as a core element of PTSB’s marketing strategy, shaping the bank’s future approach.
