Environmental sponsorship programme boosts brand awareness and broker relations for Lloyds of London insurer Catlin Group. Victoria Paley reports
Environmental sponsorship offers a powerful marketing and communications opportunity for businesses. Despite this, it is a relatively under-used marketing option in B2B. Which is why embarking down this route can help brands cut through market noise and stand out from the crowd.
This was the case for global insurance and reinsurance company Catlin Group who embarked on an impressive environmental sponsorship programme in order to increase its brand awareness among key stakeholders and its wider community. The sponsorship programme in the Arctic Ocean has so far spanned two years of activity and generated massive media coverage.
Catlin operates in more than 50 cities around the world including in the UK, US and Asia Pacific. It underwrites more than 30 classes of commercial insurance coverage for clients who require a broad risk management perspective. Established in 1984, Catlin now owns and operates the largest insurance syndicate at Lloyd’s of London.
Eco-mission engagement
The organisation had a number of objectives from its environmental sponsorship programme. On a global scale, it wanted to increase brand awareness and develop a greater understanding of its capabilities. It also wanted to position itself as a thought leader in the insurance sector, specifically with regards to climate change and its associated risks. In addition, it hoped to strengthen and develop new relationships with brokers, clients and investors. Another key objective of the campaign was to help the organisation expand into new markets and generate new business.
Catlin chose to work with Geo Mission – an environmental organisation with a proven track record in delivering high profile natural science research programmes. The solution was to develop a series of scientific research expeditions to the Arctic Ocean. The ‘Catlin Arctic survey’ sought to provide insight into the rate, causes and potential worldwide impacts of the disappearance of the Arctic sea ice cover. The programme brought together a leading research community of government agencies, scientists and universities to deliver internationally validated science output every year.
Arctic activity
The 2009 ‘Catlin Arctic survey’ consisted of a long range ‘Explorer team’ that trekked more than 435km collecting sea ice thickness measurements. In 2010, the expedition comprised another team who took both ice and water samples, which were then investigated at a purpose built scientific research facility called Ice Base. In 2011, the same research has been carried out again but in addition, ocean current research has been conducted.
The Arctic provided a dramatic, visual and easily understood theme, which was used to communicate powerful messages around sustainability. The Ice Base and explorers generated a wide range of powerful storylines that ensured high profile media coverage from broadcast to print, online and social networks. Media activity included sharing pre, during and post expedition features with media partners across the UK and worldwide. Numerous press events and live link-ups with expedition personnel were also hosted. A select group of journalists and broadcasters were invited to report direct from the Ice Base, and in partnership with CNN, the ‘Most northerly TV broadcast’ in history was also aired.
A sophisticated web resource was built that offered the latest images, footage and blogs to market the campaign, and a bespoke ‘seeing is believing’ tour to the Arctic was also organised for Catlin’s key stakeholders.
A boost for brand awareness
In terms of campaign results, brand awareness has seen the biggest impact.
Branded media coverage took place in more than 40 countries and resulted:
- In excess of 100 TV networks.
- In excess of 300 print titles.
- In excess of 1000 websites.
- Overall media value (for the event) in excess of £75m.
Commenting on the campaign, chief operating officer at Catlin, Paul Jardine, says, “From a brand perspective, I believe that we are now seen as a company with financial clout. The surveys have pushed Catlin into the first phase of building a global brand in our niche market.”
