Cummins & Partners steps in to lead CGU’s Tropfest rescue mission
Ad agency Cummins & Partners has emerged as a crucial partner in the decision by CGU Insurance to step in and rescue the cancelled Tropfest short film festival.
The small business insurer announced over the weekend that it would be the main sponsor of the event, which has been rescheduled for February 14 next year.
Tropfest had been cancelled suddenly on November 11, less than a month out from the popular event after founder John Polson revealed a massive shortfall in festival funding had been discovered.
CGU, the commercial insurance arm of IAG, is expected to place a heavy emphasis on the small businesses which were impacted by the sudden cancelation of the festival.
A spokesperson for CGU said the partnership would be activated right across CGU’s media channels.
“It’s early days in the partnership but we have some exciting plans to bring this to life across owned, earned and paid channels,” said the spokesperson.
“As a commercial insurance provider, we’re excited to be able to share some of the small business stories behind Tropfest.”
Barely 24 hours after the announcement of the sponsorship it has already paid dividends for CGU with Tropfest fans and film makers using social media to show their appreciation for stepping in.
“Following the announcement yesterday, we’ve received fantastic support from the public and media as well as the film industry,” said the spokesperson.
“We will be focussing on telling the story of our partnership across the whole marketing mix. Earned media will continue to play a role in this and we’re thrilled with the media response received after yesterday’s announcement.
“We were devastated to see that the iconic Tropfest festival had been cancelled and saw an opportunity to work together to bring back Tropfest in 2016. Over the past few weeks we’ve been working with our creative agency Cummins & Partners to make this partnership possible.”
CGU is a premier partner Collingwood in the AFL and and also sponsors the NSW Waratahs.
In October it announced it would also be the major sponsor of the Move in May fun run to promote inclusivity and equality for the lesbian, gay, bisexual, transgender, intersex and queer (LGBTIQ) community.
Simon Canning
Cummings did what now?
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Is this really news?!!?!
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Still can’t fix Tropfest’s failed business model. You can’t survive on sponsorship alone, so it’ll once again be begging cap in hand to back an indulgence evening for those in the know.
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Glad to see Tropfest up and running
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Commenters above. Are you stupid or what?
This is brilliant. It goes to the whole brand positioning of what CGU is all about. Getting businesses back on track after a disaster. This is incredibly clever
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Hey this is brilliant, first you’ve got to have a business before you can get it back on track.
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