Petrofac Training Cup
Petrofac Training Services tasked us to activate their sponsorship of the Scottish Challenge Cup in 2014, raising awareness of their shared commitment to excellence in training leading to an increase of over 60% in online enquiries.
- Brand & Identity
- Digital & Mobile
The warm up
As a market leading provider, Petrofac Training Services has been setting the standard for offshore safety, survival and emergency response training for more than one million delegates in the last 30 years. As part of the Petrofac Group they are a leading FTSE 250 company providing integrated services across the oil and gas in 29 countries worldwide.
Their goal was to increase the number of training course bookings, through higher brand awareness among their target audience of men aged 18 to 50 who are already working in oil and gas or considering a move to the industry.
Sponsoring the Scottish Professional Football League’s ‘Scottish Challenge Cup’, with 32 participating teams from across Scotland, enabled Petrofac Training Services to shoot further afield – beyond the traditional target of Aberdeen in the heart of the industry.
Time for kick-off
The platform was especially relevant to training, highlighting both partners' shared commitment to excellence – if you want to be the best, whether on the field or offshore, you have to train with the best.
The first step was to design the core collateral, which could be applied quickly and cost-effectively over the term of the sponsorship. This included the new sponsorship logo for the Petrofac Training Cup, merchandise such as footballs and strips, and match day programmes.
From touchline to online
Through the season, we helped Petrofac Training Services activate the sponsorship through regular press and radio advertising and a micro-site that contained the latest news, results and fixtures. We also produced half-time entertainment games at matches around the country, allowing fans to enter competitions and win prizes.
The final score
Ask your average Scottish football fan a year ago what the name ‘Petrofac Training Services’ (PTS) meant to them and you’d have been forgiven for expecting the odd blank look – well, not anymore. This sponsorship has turned that on its head and with a shared commitment to excellence, the two have proved to be the perfect pairing over the last year. Feedback from social media channels has exceeded expectations and website visitors have increased by 43% and online training enquiries by more than 60%.
What the client said at full time
Whitespace played a key role in activating the sponsorship through a number of creative ideas within challenging timeframes and budgets. From messaging and a brand personality, to a completely new logo and branded collateral, they brought the partnership to life and delivered the results, which ensured we appealed directly to our target market.
Jill Tough, European Marketing Manager
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