Exclusive: Bank of Ireland’s New Rugby Campaign

Bank of Ireland has released the first marketing campaign uniting the ‘four proud provinces of Ireland’ and we are delighted to bring you first sight of the TV ad and Posters that will start to go live during tonights Barcelona Vs Man United Champions’ League match and across a wide cross-section of TV over the coming weeks.

Bank of Ireland is a proud partner of Connacht, Leinster, Munster and Ulster Rugby, a unique position for the Bank as a sponsor.

The campaign we reveal today has been developed to celebrate all aspects of provincial rugby in Ireland, showcasing that no matter how far we go, it all begins in the community at home.

The campaign is the next phase of the brand’s new brand platform Begin. The new brand positioning reflects the Bank’s intention to demonstrate its core purpose of enabling customers, colleagues and communities across Ireland to thrive.

The TV ad celebrates the fans and those on the backroom team who play an important part to ensure everything goes right on match day.

Johnny O’Hagan is the Leinster kit man and is making his first-ever appearance on behalf of a brand. Derek Murphy is the Munster team bus driver. Sarah Graham is part of the Ulster’s physio team and Dave Holland is the third generation of his family to take on the role of groundskeeper at Connacht Rugby.

The advert features rugby stars Robbie Henshaw, Conor Murray, Quinn Roux and Jacob Stockdale, and includes a special cameo from Ulster captain Rory Best’s biggest fan, his son Ben.

“At Bank of Ireland we are committed to supporting communities right across Ireland North and South, to thrive – and our rugby partnerships with all four proud provinces is a key proof point in this support,” said Henry Dummer, Chief Marketing Officer at Bank of Ireland speaking to Sport for Business this morning.

“Through our new campaign, we want to celebrate the provincial communities that are the driving force behind Irish rugby. As well as the TV advert featuring all four provinces, we’ve developed specific digital and out of home creative to celebrate each province’s own individual story.”

The campaign has a fully integrated communications approach – with a media strategy that allows for geographically relevant content.

Posters will begin to appear across each province from next week and there will be strong digital support kicking off today using #BOIBegin and #BOIRugby

It’s a fine example of using a major sponsorship asset as part of the broad mainstream marketing of a brand.

We are honoured to bring you first sight of it right here on Sport for Business.


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