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CASE STUDY: The Royal Bank of Scotland & The Times

Provided by News UK
Full integration of the Rugby 6Nations coverage sponsored by RBS to The Times in order to communication to an extended audience

What was the Challenge / Background of the Campaign?

The Times Media solution was to create distinct ownership of 6Nations coverage in The Times by working RBS into the fabric of our rugby coverage. This included: - Re-branding of the ball at the top of the Rugby Shorts column so that it carried the RBS brand; Front AND back page flashing of the RBS sponsored handbook; Distribution of the Handbook throughout all hospitality suites at Twickenham; Use of the Royal Bank of Scotland logo in all match analysis graphics; Co-branded promotions; Integration of Team RBS member Phillipe Saint-Andre into The Times editorial Find out more...

What was the Campaign Objective?

In 2006, the Royal Bank of Scotland was looking to make more of their sponsorship of the 6Nations tournament by extending their communication to new audiences.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsTimes circulation of 600,962
25 - 34
35 - 44
Male
AB
LOCAL MEDIA / NATIONAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearRECRUITMENTSPONSORSHIP / SPORT / RUGBY
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