Electric Ireland has been a supporter of the U20 Rugby home games in the RBS 6 Nations for no less than seven years but with the move back to Donnybrook and a focus on the ‘Smarter Living’ campaign 2016 promises to be a more involved partnership than ever before.
“We are interested in promoting and supporting young people across Ireland in what they are passionate about,” said Electric Ireland Head of Marketing Lisa Browne speaking exclusively to Sport for Business yesterday.
“Our own detailed research shows us that sport and music stand out in those terms so our portfolio reflects that with the rugby, our relationship with the GAA through the All Ireland Minor Football and Hurling Championships and at Electric Picnic where we try to instil a sense of energy and fun into what we do.”
“We have worked closely with Padraig Power and his team at the IRFU to see the smart ways that we can get involved.”
“For Friday night and the coming weeks we have backed a radio and online campaign encouraging fans to get to the ground and support the team.”
“We have also included rewards around the series as part of the customer loyalty programme we run for 1.2 million customers throughout Ireland. We can’t have everybody in the ground or at Stradbally but we want to paint a picture that makes them want to be there.”
“This Friday, given the cold weather we will have hand warmers among the merchandise we’ll be bringing. That’s a smart way to associate energy and warmth with what we do and what we support.”
Our aim is to work with our partners to add value to the brand and the event and to make it a better experience for those who are there as well as those watching from afar.”
