Principality Building Society

The Naming of Principality Stadium

In January 2016 the Millennium Stadium was formally renamed the Principality Stadium after our clients brokered the deal for the name change.

Our brief from Principality was to increase brand awareness nationally and internationally by leveraging key events happening in the stadium”.

We researched in depth, using client and brand specific Fresco analysis, and reviewing similar deals to better understand the brief, and ultimately to inform the media choices.

We sent a media brief out to media owners with budget to cover the whole of 2016.

Our recommendation was to invest heavily around the 6-Nation rugby home games, the first events at the renamed stadium.  For this key period we used outdoor – dominating sites in the city centre with posters at rail stations, roadside billboards, buses and high impact lift wraps in St David’s shopping centre.  We knew that many people would be travelling to the matches, so we also bought key sites along the M4 and at service and petrol stations. We used local print titles, and as part of a partnership had home page take overs, and sponsored blog spots on the rugby pages of WalesOnline.  This was all supported with social media activity from the clients and media owners accounts.  We then used radio to broaden the reach and drive engagement throughout the duration of the 6 Nations through a partnership with Global.  We supported this with competitions and ticket giveaways on local radio stations across North and South Wales.

We ensured that all the elements of the media plan were activated, working closely with the clients and media owners.  Everything went live as scheduled, and there was a 4% uplift in brand awareness across the 6 Nations.  We have since provided detailed reporting on the delivery of the media, and are looking to using learnings for the next stage of this annual plan.

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