Sponsorship work that works
From national sporting events to local community projects, here’s just some of the sponsorship programmes we have been proud to play our part in.
Launched National Trust sponsorship by offering ‘More than just banking’
See how this sponsorship programme delivered the results
Results
Lead feature in Marketing Week
Our Strategy included:
- Brand and proposition development
- Copywriting & creative design
- Integrated campaign planning & strategy
- Direct mail marketing
- Promotional material
- Creative magazine design
- TV showreel
Project objective
Yorkshire Bank sponsored the National Trust’s Outdoor programme to help raise awareness of its conservation projects. The Black Hole needed to provide tangible reasons for customers to believe, gain staff buy-in – and help the National Trust reach a new, younger audience.
What we did
In the current climate, trust in financial services is key. We used this opportunity to show that as well as looking after your money, Yorkshire and Clydesdale Bank are looking after the environment. A simple contemporary ‘topiary’ theme was created for the advertising campaign and underpinned by a ‘More than just banking’ tag line.
The integrated marketing campaign involved national billboard and press advertising, supported by tactical direct marketing to help tie-in the bank’s products and services in-branch and on customers’ door mats. Strategically, The Black Hole also made sure that as well as the creative design and copywriting meeting our client’s requirements, it also met the National Trust’s.
Yorkshire Bank staff identified conservation as an area they’d like to see their employer support. To increase staff motivation and involvement we produced direct mail packs and a magazine insert for staff explaining how they could get involved with National Trust projects. The Black Hole also filmed and produced a TV showreel to launch the sponsorship activity.
Increased awareness for the new SPL sponsor
See how our integrated sponsorship programme delivered the results
Results
25% more awareness of Clydesdale Bank being the main sponsor
Our Strategy included:
- TV and press advertising
- Banner advertising on buses
- Direct mail campaign
- Online display
- Logo and kit design
- Magazine design and copywriting
- Promotional poster design and print
Project objective
Bank of Scotland, the SPL’s previous sponsor, had spent millions building awareness levels amongst Scottish football supporters. The challenge was to develop the strategy and creative design to launch an integrated sponsorship programme with a bang – and put the Clydesdale Bank name front of mind with fans.
What we did
The successful sponsorship campaign was based around the fact that per-head, more people in Scotland support football than in any other European nation. By positioning Clydesdale Bank as being as passionate about the SPL as any other fan, the line ‘proud to play our part’ was developed into an integrated marketing campaign with a strong link to the start of the new SPL season.
After the new logo design, billboard, bus and press advertising combined with online display were used to generate pre-season awareness. With football shirts positioning Clydesdale Bank as the SPL’s number 1 sponsor everyone knew who was kicking off the new season. Staff were given their own branded ‘Kick Off’ magazine with a chance to win a host of pre-season goodies.
Finally, we produced a series of 8 TV idents in just 6 weeks – these ads aired on Setanta Sports during the SPL games, as well as during the post-match scores and football round ups.
