Case Study: EMC | Scottish Rugby
Objectives
- Extend EMC’s support for sport into other key regions in the UK
- Provide new opportunities for EMC to increase brand awareness throughout the UK & Ireland
- Provide more opportunities to build relationships through attractive hospitality opportunities
Strategy
- Select a partnership to give increased brand exposure across terrestrial TV and national press platforms
- Select a partnership that will have a high impact across the local region and resonate with key business leaders
- Structure the deal to include significant and attractive hospitality options
Implementation
- Logan Sports Marketing (LSM) researched and developed a selection of relevant opportunities before presenting them with our recommendations to EMC
- Rights package, fees and contract were carefully negotiated by LSM with EMC to ensure EMC’s objectives were delivered within budget
- LSM managed the launch, implementation and activation of the EMC Tests and Official IT Partnership with Scottish Rugby
- LSM continue to create, manage and deliver the activation plan for the partnership with Scottish Rugby
Evaluation & results
- The large number of branded inventory, as well as the clear branding, has proved highly visible for EMC, outstripping that achieved by the previous title sponsor by 144%
- Widespread print coverage referencing EMC in relation to the Autumn Tests in both UK and regional publications
- Widespread broadcast coverage referencing EMC across TV and radio
- Brand exposure through BBC TV with audiences peaking in excess of eight million
- Noticeable impact with regional business leaders in the private and public sector
- Hospitality options at International games throughout the UK and Ireland
