Initiative, Mediabrands Content Studio and Thinkerbell debut new Cricket Australia and NRMA partnership
The newly minted platinum partnership between Cricket Australia and NRMA Insurance has this week been brought to life across a number of media executions as the NRMA Insurance Men’s Test Series gets underway.
The deal was identified and brokered by Initiative and Mediabrands Content Studio, with Thinkerbell joining the agency village to develop an overarching brand strategy and creative look and feel for the four-year partnership, as well as facilitating earned media activity.
The sponsorship will span across the rain cover tarp, scoreboard, drones and Player of the Match, with the insurer set on support the continued growth of Australian cricket.
The partnership will also see NRMA and Initiative work closely with 7Cricket to develop a range of brand new on-air features in partnership with Quidich Innovation Labs, who specialise in drones with virtual capabilities, to provide never-before-seen camera angles for cricket fans this summer.
Sally Kiernan, marketing director, NRMA Insurance said: “There are over 220,000 official volunteers and many more helpers who make cricket happen from grassroots cricket up to the top level. NRMA Insurance has been helping Australians for more than 95 years and through this partnership we are looking forward to celebrating the helpers of cricket nationwide, as we deliver on our brand promise of Help.
“With the help of our agency partners, Initiative, Mediabrands Content Studio, Thinkerbell, The Tuesday Club and internal agency Co.Lab, we’ve created some really compelling media and creative executions to bring the partnership to life for all the cricket fans around the country.”
Chris Colter, chief strategy officer, Initiative added: “To have the naming rights of the nation’s most iconic sport available, the same time NRMA Insurance scaled their brand nationally, was an opportunity too good to pass up. We are thrilled to have brought these two icons together, in partnership with Thinkerbell, who have helped us develop an equally iconic campaign full of never-before-seen media executions to ensure we’re unmissable across summer.”
Credits
Client – NRMA Insurance
Zara Curtis – Chief Marketing Officer – Acting
Sally Kiernan – Marketing Director, Brand, Media & Growth
Luke Farrell – Executive Manager, Marketing Operations
Anna Jackson – Executive Manager, Brand Strategy and Creative Execution – Acting
George Exikanas – Executive Manager, Marketing
Tom Dodd – Media Lead
Ben Cleary – Manager, Performance Marketing
Rae Metlitzky – Manager, Content & Editorial
Brodie Cooper – Brand Marketing Lead
Jess Yorke – Social Media & Content Specialist
Jay Patel – Integrated Comms Specialist
Bronny Sivell – Media Specialist
Nicole Schulz – Principal, Brand and Content
Client Partner – Cricket Australia
Creative Agency – Thinkerbell & The Tuesday Club
Media Agency – Initiative
Activations & Sponsorship Agency – Mediabrands Content Studio
Content Studios – Co.Lab
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