Following on from the success of its last British & Irish Lions sponsorship in 2012 / 13, Thomas Pink continued its partnership with the rugby union team as the Official Outfitters for the 2017 tour.
We know that the typical Thomas Pink consumer is 35-45, works in the corporate and business industries and is an avid user of mobile and tablet, especially for media. With those insights in mind, our strategy was to create an integrated marketing campaign which would incorporate everything from grassroots community engagement to retail initiative, and a dedicated Pink Lion rugby club online content hub ahead of the 2017 British and Irish Lions Tour.
The Thomas Pink brand DNA has always been our strategic starting point – bold, mischievous, quirky and quality. We devised a campaign that would stay true to Thomas Pink’s “cheeky” brand identity but also work in collaboration with the guidelines of the esteemed British & Irish Lions.
The campaign launched with the announcement that Lions legend, Brian O’Driscoll was fronting the Pink Lion Rugby Club as ‘Club Captain’. We worked with Thomas Pink to execute a photoshoot for the collection and these assets provided us with a basis for the rugby club website – www.pinklionrugbyclub.co.uk. We worked with developers to build the website, which will be continuously updated during the build-up to the tour in May 2017. Pitch negotiated numerous deals with Brian and current players including Dylan Hartley and Conor Murray to write a series of blog posts for the site, giving members exclusive insights into the world of rugby.
The website was also a mechanic for members to sign-up and be in with a chance to attend the Pink Lion Rugby Club events. These took place over 3 nights in November 2016 at The Clarence pub in Mayfair, close to the Thomas Pink flagship store on Jermyn Street. We rebranded the interior and exterior of the pub as ‘The Pink Lion Rugby Club’ and hosted 3 rugby and style-fuelled nights for club members.
The campaign will continue through until May 2017 when the Lions depart for New Zealand.