Europcar Leicester Tiger Campaign
The Requirement
In the fast-paced world of marketing, collaboration is often the key to creating impactful campaigns that resonate with target audiences. Having worked with Europcar, a leading car rental company, for several years, our team got a new opportunity to support Europcar in their exciting new partnership with Leicester Tigers Rugby Club.
Partnerships have become increasingly vital in the marketing landscape, allowing brands to tap into new audiences and leverage each other’s strengths. Europcar’s collaboration with Leicester Tigers presented a significant opportunity for both brands to connect with sports enthusiasts and leverage their shared values of excellence, teamwork, and performance – as well as their shared home of Leicester.
The partnership involved Europcar becoming the Official Vehicle Rental & West Stand Partner of Leicester Tigers, meaning the entire West Stand of the stadium had to ‘go green’ with Europcar branding, as well as some key locations on the stadium exterior. Many different pieces of artwork were required – not just the Europcar logo, but also some unique illustrations to incorporate Europcar’s sustainability messaging that also tied into the rugby theme.
The Process
We were entrusted with the task of creating the individual artwork elements, kicking off the project by setting up multiple art boards and preparing ourselves for the overall finished design of the entire West Stand. Once we had a clear vision in mind, our talented studio got to work, breathing life into the ideas – especially the illustrative combination of sustainability, vehicle rental and rugby! Although relatively straightforward, this was a time-consuming and exacting project, with highlights of creativity on the season ticket window and large PVC banners where we incorporated Europcar’s sustainability-focused brand advertisements, along with a blend of iconography and rugby-themed puns.
In total, we crafted over 30 pieces of artwork for Europcar. Each design was carefully tailored to fit specific sections of the stadium, staying true to Europcar’s brand identity while prominently promoting their ethos of ‘Shaping the future of sustainable mobility’ and promoting the opportunity to try electric vehicle rental. As part of the whole campaign process, we also created a series of adverts – full and half pages – to support this sustainability messaging across the fleet media titles that were the focus for the advertising activity, as well as for the Leicester Tigers programmes and the stadium’s digital screens.
The Result
The branding was successfully installed in late June/early July, well ahead of the start of the rugby season, with an instantaneous impact. The unveiling of this exciting partnership coincided with the EV Rally, in which Europcar actively participated. As the Rally made its way through Leicester on Monday, July 3rd, the Leicester Tigers Stadium served as one of the checkpoints along the route, highlighting the new collaboration between Europcar and Leicester Tigers and emphasising Europcar’s commitment to driving forward sustainable mobility.
The branding will proudly adorn the stadium grounds for a full year, throughout this year’s World Cup, Gallagher Premiership, Premiership Cup and the Heineken Champions Cup, as well as the Women’s Championships matches, ensuring that it will be seen by a worldwide audience, including numerous players, visitors, and fans throughout the rugby season.
Emily Hyde, Account Manager “It was an honour to contribute to the vibrant atmosphere of Leicester Tigers Rugby Stadium while showcasing Europcar’s commitment to sustainability through the creative work we delivered.”
This was a very time-dependent project. The stadium had to be branded in order to be one of the EV Rally Checkpoints on Monday, 3rd July. The planning, as well as the teamwork across CitCom and the Tigers signage supplier, Dragon Signs, worked extremely well, and I’m very proud of the end result, which all came together perfectly!
Karen Moule, Europcar Brand Marketing Manager
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