Leading by example
In 2016, ahead of the launch of the 2017 Lions Tour, we began work on creating the brand for Lions Dinner Series to be held ahead of the tour group departing for New Zealand in May 2017.
Having worked on the 2013 Series we were acutely aware of the many challenges faced which was compounded by the fact that both kit provider and title sponsor would be changing for this tour, something that hadn’t changed for eight years.
We created a ‘Leading the Lions’ figure that conjured up the Lions spirit, that was suitably unidentifiable and that harked back to the theme of the event series which was former leaders of the Lions. The approach insured that all restrictive challenges were met and we even put in place and revised version once the various deals were announced by shooting a similar image with a mystery player in the new kit. This has now come full circle with the promotional campaign now moving into the delivery stage with the first two events in Cardiff and Dublin already taking place with a healthy increase in table sales as well as pushing the series benchmark in terms of brand delivery.
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