Royal London preps major brand push to back enlarged master brand

Royal London will sponsor England’s one-day international matches as part of a wide-ranging deal with cricket chiefs aimed at raising awareness of the newly expanded company. 

Royal London logo

The life, pensions and investment provider will take over from long-term backer Natwest in its sponsorship of England’s 50-over matches. It will also be the title sponsor of England’s women’s one-day internationals, the premier county 50-over tournament and several junior and club contests.

Group brand director Claire Salmon, a former senior marketer at Vodafone and British Airways, told Marketing Week cricket’s exposure and popularity, both here and internationally, will help increase what she admitted where “low awareness” levels of the Royal London brand.

Ads featuring England players and cricket terminology –  “the gift cricket has bestowed upon the English language”, Salmon says  – will promote the partnership in the coming weeks.

A new Brand Union created logo, featuring a purple pelican, has been unveiled to coincide with announcement of the sponsorship. It will be followed by a brand campaign created by VCCP next year.

The flurry of marketing activity follows the decision last month to scrap several brands, including Scottish Life, and move customers to the Royal London master brand. 

Salmon says the decision was necessary to compete for share of voice in a “very crowded” market against rivals such as Aviva with “very deep pockets”. 

Royal London’s pre-tax profit rose 19 per cent in the first-half of 2013. 

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