Ulster Bank Ireland & Dublin Theatre Festival
The Business Challenge
In moving from a co-sponsor to the title sponsor of the Dublin Theatre Festival, Ulster Bank sought to create a marketing and communications campaign that firmly established their brand as a front-of-mind of sponsor Dublin Theatre Festival. A key challenge for the sponsorship was also to extend the reach of theatre to all ages and demographics and provide unique client and staff entertainment opportunities for Ulster Bank.
The Solution
Ulster Bank's sponsorship helped to develop a vigorous and extensive branding campaign for the renamed Ulster Bank Dublin Theatre Festival which went well beyond the traditional theatre audience. The two organisations work collaboratively to gain the maximum impact from their annual media, promotional and advertising campaigns which include media outboxes, DART cards, IPA sites and city flags as well as newspaper, television and radio advertisements.
Benefits to Company
During the Festival’s run, corporate entertainment and brand enhancement initiatives include free and discounted tickets to productions for Ulster Bank customers. Employees avail of volunteering opportunities during the festival run as well as opportunities to participate in creativity workshops. Through this sponsorship, theatre has been identified as a successful form of corporate hospitality for the group. Independently commissioned market research discovered that 90% of people were aware that Ulster Bank was the main sponsor of the Festival – establishing their brand as a front-of-mind sponsor of the arts.
Benefits to Stakeholders
The partnership with Ulster Bank has allowed the Festival to be brought to the next level and developed a heightened awareness of the Festival at home and abroad. The title sponsorship has also successfully retained the individuality of two strong brands and has played a significant role developing new audiences and customers for each.
In moving from a co-sponsor to the title sponsor of the Dublin Theatre Festival, Ulster Bank sought to create a marketing and communications campaign that firmly established their brand as a front-of-mind of sponsor Dublin Theatre Festival. A key challenge for the sponsorship was also to extend the reach of theatre to all ages and demographics and provide unique client and staff entertainment opportunities for Ulster Bank.
The Solution
Ulster Bank's sponsorship helped to develop a vigorous and extensive branding campaign for the renamed Ulster Bank Dublin Theatre Festival which went well beyond the traditional theatre audience. The two organisations work collaboratively to gain the maximum impact from their annual media, promotional and advertising campaigns which include media outboxes, DART cards, IPA sites and city flags as well as newspaper, television and radio advertisements.
Benefits to Company
During the Festival’s run, corporate entertainment and brand enhancement initiatives include free and discounted tickets to productions for Ulster Bank customers. Employees avail of volunteering opportunities during the festival run as well as opportunities to participate in creativity workshops. Through this sponsorship, theatre has been identified as a successful form of corporate hospitality for the group. Independently commissioned market research discovered that 90% of people were aware that Ulster Bank was the main sponsor of the Festival – establishing their brand as a front-of-mind sponsor of the arts.
Benefits to Stakeholders
The partnership with Ulster Bank has allowed the Festival to be brought to the next level and developed a heightened awareness of the Festival at home and abroad. The title sponsorship has also successfully retained the individuality of two strong brands and has played a significant role developing new audiences and customers for each.
'Small Metal Objects’ one of the productions in the 50th Anniversary Ulster Bank Dublin Theatre Festival. Photo Jeff Busby