CHALLENGE

Elevate Awareness, Showcase Expertise, Establish Market Leadership

Sun Life Financial (SLF) sought to heighten brand awareness, showcase executive expertise, establish market leadership, and communicate its commitment to providing exclusive insights that help employers grow their businesses at the start of the annual benefits open enrollment period.

SOLUTION

B2B Media Relations & Thought Leadership

Elevate collaborated with SLF leadership to create “The Sun Life Wake-Up Summit,” a live-audience, PR & digital story-telling initiative designed to establish a dialogue with insurance brokers and HR professionals around employee benefits that wasn’t happening anywhere else. The event featured a dynamic roster of thought leaders from multiple disciplines across the benefits spectrum to provide new and unexplored points of view on the workplace and the benefits landscape.

RESULTS

Elevate Awareness, Showcase Expertise, Establish Market Leadership

We generated extensive media coverage that promoted Sun Life Financials’ expertise, positioned its executives as forward-looking market leaders, reaffirmed market leadership, and inspired key audiences to turn to the company as the definitive resource on employee benefits during this key period. More than 43 journalists attended the summit, which we leveraged to generate more than 53 interviews of SLF executives, generate 87 story placements and earn more than 1.2 million impressions.