The clothing brand hopes that the shared values of British heritage and luxury will appeal to its existing customers at the same time as exposing the Thomas Pink brand to a high concentration of ABC1 consumers.
The brand is working with former rugby stars Gareth Edwards, Roger Baird, Richard Hill and Rob Henderson, who have all played in the Irish Lions Tour in previous years. The rugby stars will feature in branded content that will run across Thomas Pink’s digital and radio channels and in-store digital media as part of the brand’s support for the sponsorship.
It hopes to launch a digital campaign in 2013 that Alex Field, head of marketing at Thomas Pink says will “tap into the nation’s desire to debate around sport” as well as traditional advertising support.
Thomas Pink is also working with HSBC, a headline sponsor of the sporting event, to collaborate on marketing initiatives in the run up to the event.
The tailoring brand will also use the partnership to boost is CRM strategy by offering customers opportunities to win VIP experiences, and travel and tickets to the event, hosted in Australia and Hong Kong.
It will be the first time the tour will take in Hong Kong and Thomas Pink hopes will help boost the brand in the Chinese region where it already has a number of stores.
Thomas Pink will support the tour through its stores and will create pop-up stores on location for the duration of the tour.
As part of the partnership Thomas Pink will produce a range of licensed apparel including ties, shirts, tailored jackets cuff links that it will sell through its chain of stores worldwide and online.