Openreach launch marketing campaign celebrating Ulster Rugby partnership

Ulster Rugby’s on-shirt sponsor, Openreach, have launched their biggest ever marketing campaign, which celebrates the new four-year partnership deal with the club and highlights the role Openreach and its 750 strong team, play in building the network that connects us to each other.

The launch of the marketing campaign comes alongside the announcement that over 260,000 homes and businesses in Northern Ireland can now enjoy the benefits of new ultrafast, ultra-reliable internet access as a result of the roll out of new future-proof ‘Fibre-to-the-Premises’ (FTTP) broadband technology. This milestone means nearly 30% of premises across NI now have access to faster, ‘full fibre’ broadband, keeping Openreach on track to ensure almost 40% of premises are fully fibre enabled by the end of March 2020.

Commenting on the campaign, Mairead Meyer, Openreach Director in Northern Ireland, said: “We’re incredibly proud, and very excited, to also unveil our new marketing campaign this week, with a TV ad featuring Ulster Rugby and two of our Openreach engineers, this is a first for us here in Northern Ireland.

“The campaign celebrates the importance of connections, from the families and friends that come together at weekend sports events, the coaches and communities that help support young people, to our very own engineers who play such a crucial role in building the broadband network that keeps Northern Ireland connected.

“As one of the new shirt sponsors of Ulster Rugby, we worked with the club, along with groups from across the region and with our own engineers to tell this story and took inspiration from some real-life anecdotes and personal experiences to create our campaign. This included stories such as that of current Ulster Rugby player, Robert Baloucoune and Ulster Academy player Joe Dunleavy as well as stories of people like lifetime Ulster supporter, Ruth Kohner, and that of our own Openreach engineers.

“Using real life stories as inspiration allowed us to bring this campaign to life and helped us to show how connections are at the heart of everything we do. We really are stronger when we’re connected.”

Jonny Petrie, Ulster Rugby Chief Executive Officer said: “Since coming on board as a shirt sponsor this season, Openreach have been a fantastic, proactive partner of Ulster Rugby. We have thoroughly enjoyed working with them on their new marketing campaign, which was launched in line with Saturday’s eagerly anticipated Heineken Champions Cup fixture against Bath. In terms of the scale of the media campaign, this will be the biggest activation by any of the club’s partners and I think it is a great example of how a sponsor can work together with the club to deliver an authentic campaign that will engage supporters and effectively deliver key messages for both parties.”

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