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AEGON launches campaign to coincide with start of British summer tennis


By The Drum Team | Editorial

May 26, 2011 | 2 min read

Life insurance and pensions company AEGON has today launched its latest brand-building campaign to coincide with the start of the summer of British tennis.

The campaign, created by Billington Cartmell with production by APS, links AEGON’s sponsorship of British Tennis with the company’s renewed focus on the At Retirement market.

Based on a theme of ‘being ready’, the campaign draws a direct comparison between the importance of being financially fit and prepared for retirement, and the on court preparation needed to play tennis.

The campaign includes print, broadcast and outdoor advertising, and focuses on the grass root elements of AEGON’s partnership with British Tennis, in particular showcasing AEGON's support to help provide over 10,000 primary schools with free tennis equipment as part of the AEGON Schools Tennis programme, and to make the sport more accessible in over 130 AEGON Parks Tennis sites across the country.

The campaign runs for six weeks during the UK summer tennis season throughout June and early July, including during the three prominent tournaments sponsored by AEGON: the AEGON Championships in London; the AEGON Classic in Birmingham; and the AEGON International in Eastbourne.

Head of brand Susan Wilcock said of the campaign: “The key objective of our summer campaign is to use our sponsorship of British Tennis to support our brand-building strategy within the At Retirement market.

“Research has shown that many of our target market are tennis enthusiasts and by using tennis to communicate who we are as a business, we hope not only to highlight our expertise as a leading life and pensions company but also show how our support of British Tennis is helping to grow grass-roots tennis and develop Britain’s future champions.”

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