Leading digital outdoor company QMS and Nine Entertainment Co’s The Sydney Morning Herald today announced an innovative content partnership with GIO Insurance to amplify the brand’s presence during the British & Irish Lions rugby tour in Australia.
The new content partnership leverages QMS’ premium City of Sydney digital street furniture network and The Sydney Morning Herald’s masthead sport content to specifically target rugby union audiences across Sydney during the keenly anticipated tour.
Running from 7 July to 2 August, the six-match tour is one of rugby’s most prestigious global events, with a team drawn from the best players from England, Scotland, Wales and Ireland playing here for the first time in 12 years. The Lions will play a series of matches against Australian teams, culminating in Test matches against the Wallabies.
QMS has developed an innovative dynamic content strategy using the City of Sydney premium digital street furniture network and The Sydney Morning Herald content to ensure the GIO brand is seen at contextually relevant times, delivering informative rugby news, highlights and information to targeted audiences as they move through Sydney.
The four-week sports content campaign launches this week, with The Sydney Morning Herald delivering fresh, contextually relevant rugby content on QMS’ City of Sydney assets to create continuous engagement throughout the campaign period. An adjacent ad campaign will run during the final two weeks of the campaign, with GIO ads playing adjacent to the curated rugby content.
QMS City of Sydney General Manager, Olivia Gotch, said: “This partnership demonstrates our commitment to delivering innovative solutions that connect brands with their target audiences through culturally relevant moments.
“By combining the power of The Sydney Morning Herald’s trusted editorial content with our world-class City of Sydney network, we’re providing GIO with high visibility out of home assets that match perfectly with key sporting events that matter to their customers.
- Olivia Gotch, General Manager, City of Sydney - QMS
“The British & Irish Lions rugby tour will be one of the biggest sporting events in Australia this year and we’re excited to help make GIO part of the action,” she said.
Mark Condon, Marketing Manager, GIO said: “We’re proud to be part of this innovative partnership with QMS and Nine. It’s a great opportunity to connect with audiences through engaging content during one of the biggest sporting moments of the year.”
Ashleigh Thomas, Nine’s Commercial Director - Publishing Sales said: “We're pleased to collaborate with QMS on this innovative campaign. Combining The Sydney Morning Herald's trusted sports content with QMS' prominent City of Sydney digital network allows us to extend our reach and deliver engaging rugby content to a highly targeted audience during a major sporting event.”
