To grow brand awareness and promote Vitality’s health and wellbeing message nationally, as the only health and life insurer that rewards members for being healthy.
Essentially developed a progressive and integrated approach to partnership selection in order to maximise audience reach for the brand. The strategy included the acquisition of established sports properties to drive mass awareness and provide incentives (tickets, hospitality and ‘money can’t buy’ experiences) to inspire customers to live a healthy life.
Vitality’s sponsorship strategy has succeeded in reaching new audiences and driving customer engagement. The 13 identified sponsorship properties are providing a strong platform to promote the brand and its rewards-based approach to healthy living – a first for the Insurance sector.