Electric Ireland has revealed the sponsorship campaign it is rolling out in support of its partnership with Team Ireland at this year’s Olympic Games.
The Power Within was unveiled as part of the Road to Rio documentary on RTE2 last night and will be the touchpoint for a variety of activations between now and the end of the year, peaking in advance of the Olympics which starts on August 5th.
Kicking off on 11th May, it includes a strategic partnership with RTÉ across TV, radio and digital platforms, supported by outdoor posters, PR, social media and an innovative Spotify partnership.
Last nights stings around the Documentary featured hopeful three time Olympic medal winner Paddy Barnes while others to take a starring role in the campaign will include Gymnast Kieran Behan, Rower Sinéad Jennings and Swimmer Fiona Doyle.
The Power Within is about giving Team Ireland athletes a platform to tell their own stories of how they have overcome disappointment and use their self belief to realise their dreams of becoming an Olympian.
There will be competition from other global brands that are part of the Olympic Partnership proposal and some potential crossover between brands like Nissan who are producing their own content using athletes including Rob Heffernan; Procter and Gamble with Katie Taylor and Coca Cola who will be activating in Ireland but as Olympic rather than specific Team Ireland partners.
New Balance, Kellogg’s and Muller have local arrangements in place as well with the Olympic Council of Ireland.
“We are delighted to once again partner with the Olympic Council of Ireland,” said Electric Ireland Head of Marketing Lisa Browne.
“It is an honour to support these incredible athletes and to shine a light on their stories.”
“With the biggest ever Olympic team travelling to Rio, excitement is already building with the qualification of the Men’s hockey team and the reintroduction of golf to the Olympic sports programme.”
“We hope that our campaign will inspire the Irish public to get behind the athletes when they take to the world stage in Rio in August.”
Electric Ireland builds on its strong partnership with the Olympic Council of Ireland having successfully sponsored the Team for the London 2012 Olympics. The campaign won the Best Sponsorship accolade at the prestigious European Sponsorship Awards.
Follow the stories at #ThePowerWithin.
Cawley Nea TBA is the creative agency behind the advertising while the campaign has PR support from WHPR and Thinkhouse. RTE has produced its sponsorship stings in-house with photography from Sportsfile.
