Digital outdoor company QMS and The Sydney Morning Herald have announced a content partnership with GIO Insurance to boost the brand’s presence during the British and Irish Lions rugby tour in Australia.
The partnership leverages QMS’ 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 tour.
The six-match tour, running from July 7 to August 2, features a series of games against Australian teams, culminating in Test matches against the Wallabies.
QMS has developed a content strategy to ensure the GIO brand is seen at contextually relevant times, delivering rugby news, highlights and information to targeted audiences as they move through the city.
An adjacent ad campaign will run during the final two weeks of the campaign, with GIO ads playing next to the curated rugby content.
QMS City of Sydney general manager Olivia Gotch said the partnership demonstrates the company’s 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,” she said.
“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.”
GIO marketing manager Mark Condon said the brand is proud to be part of this 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,” he said.
Nine’s commercial director, publishing sales, Ashleigh Thomas said the broadcaster is also thrilled about the partnership.
“We’re pleased to collaborate with QMS on this innovative campaign,” she said.
“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.”
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