Overview
PTSB became the title sponsor of the Irish Olympic and Paralympic teams ahead of the Paris 2024 Games, with the aim of using the sponsorship to authentically convey its new Brand Promise of being ‘Altogether More Human’.
In late 2023, PTSB introduced 11 athlete ambassadors with representation from both the Olympic and Paralympic teams. The strategic selection of ambassadors aligned with the values of diversity, equity, inclusion, health, and community engagement, as well as a means to establish proof points of the bank’s new Brand Promise.
Approach
Underpinned by athlete-led insight; a 360 TTL campaign was concepted, ensuring activation was met across all possible touchpoints for the bank’s audience but not at the disturbance of the athletes training schedule. The key for PTSB was to genuinely support the athletes as they prepared for their journey towards representing Ireland on the global stage.
Results
Independent evaluation showed that the campaign exceeded all objectives. Key results include a 14-point increase in brand affinity overall since sponsorship launch. 110 pieces of earned media coverage reaching an audience of over 21.5 million, and 59.9 million reach achieved as part of an ambassador-led social media content campaign.
For PTSB, this sponsorship marked a vital proof point in integrating top-tier partnerships into its marketing mix. The tactical use of talent through all channels consistently delivered on the brand promise of being ‘Altogether More Human’, which contributed significantly to the overall success of brand objectives for the year.
