CHALLENGE

Heighten Awareness, Elevate Brand Affinity, Engage Prospects & Drive Leads

Sun Life engaged Elevate as its U.S. agency of record to amplify brand awareness, showcase the unparalleled expertise of its executives, foster a strong bond with the broker community, express its unwavering commitment to underserved youth, and extract maximum value from its brand partnerships and sponsorships with the NBA and five NBA teams (Bulls, Celtics, Rockets, Suns and Trailblazers), Cirque du Soleil, the Miami Dolphins, and PGA TOUR Star Hunter Mahan.

SOLUTION

Media Relations, Executive Visibility, Thought Leadership & Sponsorship Activation

We Elevated the visibility of SLF’s executives, showcased their innovative thinking by positioning them as sources to prominent national media, secured speaking opportunities at high-profile conferences, and published thought-provoking articles in national business and vertical trade publications. We developed strategies that maximized media coverage, reach, and impact of SLF’s CSR initiatives and sponsorships, ensuring they effectively leveraged all sponsorship assets and PR touchpoints to achieve marketing objectives.

RESULTS

Heighten Awareness, Elevate Brand Affinity, Engage Prospects & Drive Leads

We generated more than 715 story placements in national business and key vertical trade outlets, secured more than 250 media interviews that highlighted SLF executive expertise and demonstrated the company’s unwavering commitment to supporting the communities in which they operate while generating close to 13 billion on-message, earned media impressions. The campaign elevated Sun Life into the top ten in national share of earned media voice across all target sectors, provided myriad opportunities for sales staff to engage prospects, and directly contributed to a 37% YOY increase in new sales leads.