Sun Life Financial

Objectives

  • Heighten market awareness of Sun Life Financial’s sponsorship & brand marketing initiatives
  • Generate exposure that enhances Sun Life’s position as an emerging leader in the sports marketing arena
  • Strategize and execute sponsorship activation to increase value, impact & effectiveness of Sun Life’s sports & entertainment sponsorships
  • Promote Sun Life Stadium, Celtics, Hunter Mahan/PGA and Cirque du Soleil sponsorships through media relations, non-traditional buzz marketing & cause-related initiatives
  • Engage prospective clients & reinforce relationships with existing customers
  • Establish Sun Life Financial as committed corporate citizen through advocacy of financial literacy

Strategy

Generate media coverage that consistently reaches and engages target audiences

Program

  • Media relations
    • Brand communications
    • Expert source positioning
    • Corporate and financial PR
    • Executive press
    • Awards
  • Thought leadership
    • Op-eds
    • Speaking opportunities
  • Sponsorship activation
    • Sun Life Stadium
    • Hunter Mahan
    • Boston Celtics
    • Cirque du Soleil
  • Cause marketing
    • Sun Life Rising Stars
    • dFree

715
Original story placements
(print, radio, TV and online)

12,878,906,086
Gross media impressions