Trinity Mirror Solutions, the publisher’s commercial arm, has inked a deal with insurance company SunLife to headline the Daily Mirror’s Money Matters pop-up event.
In addition to its headline partnership, SunLife has commissioned Tricia Philips, the Mirror’s personal finance editor and Money Matters chief financial advisor, to curate financial tips and content for readers across the media-owner’s national titles and a range of regional titles including the Liverpool Echo and Newcastle Chronicle.
The Money Matters roadshow, which takes place in Newcastle and Liverpool this week and next, mixes financial ‘quick fix sessions’ with family-based activities covering financial topics including budgeting, reducing bills and forward planning.
Geo-targeted mobile display will also be activated on Trinity Mirror platforms in advance of the events in order to reach audiences in the surrounding areas to drive footfall to the roadshow itself.
“The Mirror has a very loyal readership, and by working with the team – in paper, online and at the events – we can get invaluable insight into what their readers are interested in, so we can remain as relevant to them as possible,” said SunLife’s head of marketing Ian Cooper.
Michelle Linaker at Trinity Mirror Solutions added: "Finance can be quite a dry subject, people appreciate the straight forward, no nonsense tips they get from the Mirror’s money pages and our expert Tricia Phillips.
“The Money Matters roadshow is a natural extension of that offering and allows us and our partner SunLife to engage in a conversation with our audience, Modal Britain, on a topic that is important to them.”