Prudential – RideLondon
brandrapport were retained by Prudential to provide strategy, activation, events and communications support for the three-year duration of their title sponsorship with RideLondon – the world’s greatest festival of cycling.
The communications strategy for the final year of Prudential RideLondon was about substantiating the sponsorship in the media by creating meaningful connections and unique experiences for customers, colleagues and participants.
The campaign set out to drive awareness and support the brand positioning ‘helping turn ambitions into reality’. A robust media relations and celebrity engagement programme was implemented alongside press office and media operations support over event weekend.
Highlights included Europe’s highest cycling class at the top of The Shard – a headline media event and proof point for leadership – a tactical partnership with the Women’s Institute including Afternoon Tea with Laura Trott, media partnerships with the Evening Standard and the Daily Telegraph and a content-led campaign exploring rider’s motivations and ambitions for the event and beyond.