Driving sponsorship success with Sure

The ask:

Sure has been the Official Telecommunications Partner of the Isle of Man TT for 17 years. To celebrate the longevity of the partnership, the telecoms company tasked us with increasing social engagement and raising awareness of Sure’s role as as a sponsor of the races.

The result:

We worked with Sure to craft a social media campaign that would create not only engaging content but further establish them as the telecoms supplier of choice in the island, highlighting Sure’s commitment to the Isle of Man community and local events.

We collaborated with the Isle of Man TT Race committee to launch a competition to win tickets to the ‘Road to 2023’ launch event, with the opportunity to meet the Honda Racing UK team. The popular competition – 139 people entered – was launched at the end of March, seven weeks before the TT began, to increase excitement around the races and promote Sure’s involvement.

To ensure footfall into store during TT fortnight, Sure hosted John McGuinness and Nathan Harrison from the Honda Racing UK team in the Sure grandstand shop for a meet and greet with TT fans. A Facebook post a couple of days before the in-store gained 49,259 impressions and 325 engagements alone.

We worked to maximise brand awareness across the event and secured reposts and tags from 3Ci_Sport and Isle of Man TT Races. The TT social media campaign was ‘always on’, meaning that many of the social posts from March-June focused on Sure’s sponsorship of the TT, from the technology the races use, to the grandstand store.

Orchard worked across Facebook, X and LinkedIn to promote Sure’s involvement in the races; overall the Facebook campaign for the TT reached 72,774 people and attracted a 278% increase in page visits, X gained 6,536 post impressions and LinkedIn had an average of 4.1% engagement.