Over a 48 hour period, professional cycling’s dominant team bid farewell to its former title sponsor Sky with a ‘Thank You’ spot and then welcomed its new owner Ineos by launching a rebranding campaign.
After an incredible 10-season journey, the team declared its pride in racing as Team Sky for a decade with a ‘Thank You’ online film that showcased their stunning success and which saw members of the current squad discuss their favourite Team Sky moments.
The 4-minute and 30-second online short film thank you was amplified across all the team’s digital and social platforms including YouTube,
Instagram,
and Twitter.
This goodbye creative was quickly followed by a multi-channel rebranding campaign to launch the new Ineos title sponsor ship that included a welcome spot,
plus a kit reveal and new team colours,
as well as behind-the-scenes executions and content from the team re-launch at the 2019 Tour De Yorkshire.
Missed the big reveal earlier?
Here's an exclusive behind-the-scenes look at the official @TeamINEOS launch in Yorkshire todaypic.twitter.com/0JpHrvGuJc
— Team INEOS (@TeamINEOS) May 1, 2019
The team’s own rebranding campaign was sup[ported by some sponsor brand transformation content too.
Welcome to the world @TeamINEOS! The team will launch their new gear tomorrow including a new FLY Teams bottle! We’re so excited to support the guys in this new chapter of their story, and look forward to another successful year together! Read more here. https://t.co/B1DhUoBpXf pic.twitter.com/UBe4BTaYw3
— Elite Cycling (@Elite_cycling) May 1, 2019
Comment:
The goodbye creative was positioned as a thank you, but it also served to attract eyeballs to the team’s channels where it had already posted a wave of fresh creative featured various elements of its Ineos rebranding.
Tactically smart – just like the team itself.
Good luck under the new title brand and good luck with the accompanying PR challenges created via a takeover by a chemical company that is the most prominent UK fracker.
Is it a case of out of the frying pan and into the fire…..
Links:
Team Ineos
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