Team GB & Ralph Lauren Romance on Valentine’s Day

Despite Team GB’s cute Love Actually-style viral, Valentine’s Day 2012 was largely free from innovative romance-fuelled sponsor activation.


The British Olympic Association’s Team GB webfilm, promoting its ‘Our Greatest Team’ concept and driving viewers to its Twitter page at www.twitter.com/teamGB, was one of the few interesting pieces of engagement on the day and it was free from partner presence.



One sponsor that really went to town on the traditional ‘roses and chocolates’ Valentine’s Day approach was, somewhat inevitably, Ralph Lauren Romance.


The women’s fragrance brand was the exclusive ‘Premiere Sponsor’ of The Vow for the movie’s big debut at Grauman’s Chinese Theatre in Hollywood.


The Vow, a Sony Pictures Entertainment film, held its premiere in the week before Valentine’s Day and attracted a raft of Hollywood stars and the couple whose true story inspired the film – Kim and Krickitt Carpenter.


The film’s plot provides for classic Hollywood romance after newlyweds have a crash and the female lead wakes up from a coma with severe memory loss meaning her husband has to win her heart all over again.



Ralph Lauren Romance activated its rights throughout the premiere and its identity adorned every section of the venue. The fragrance name adorned the pink step and repeat lining the custom pink carpet along the Hollywood Walk of Fame, the film’s female stars Rachel McAdams and Channing Tatum wore Ralph Lauren, while at the wedding reception themed after party the wedding cake including the Ralph Lauren Romance logo on its tiers.


Attendees could also pose for pictures in a Ralph Lauren Romance backed photo booth where wedding-themed images could be instantaneously uploaded to email and Facebook.


The Ralph Lauren Romance TV ad, shot by photographer/filmmaker Bruce Weber (which depicts the real-life love story of Argentinian polo player Nacho Figueras and his wife Delfina Blaquier), played for all who attended.





It’s almost impossible to be genuinely original on Valentine’s Day, so why not give in to the inevitable and go all out with the day’s well worn clichés?


For Ralph Lauren Romance the fit with this movie works on all levels – from the theme and the demographic target, right down to the release date.


Sometimes, the old approaches are the best approaches.




Team GB Valentine’s Day Viral









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