CASE STUDY: TRAVELERS

FINDING INSPIRATION IN SHARED MOTIVATION, AND CHARITY IN A CHIP SHOT

Partnership Overview

Joining as an agency partner 2009, Travelers and rEvolution have a storied history together – first working to manage the Fan Zone activation at the Travelers Championship PGA Golf Tournament, and later working to help Travelers authentically break into amateur distance running, with the negotiation of its sponsorship of the Rock ‘n’ Roll Half Marathon.

WCWS Chicago Logo

Our Role

In support of Travelers’ sponsorship of the Rock ‘n’ Roll Half Marathon, rEvolution and Travelers built a campaign – “My Drive Comes From” – creating a space for runners to share all of their motivations for competing in the half-marathons – everything from the silly to the profound and sincere. Ultimately, the campaign and footprint injected honesty and personality into the logo-heavy “expo” setting, and yes, generated leads and millions of impressions along the way.

In its first year, the campaign garnered millions of impressions and collected many stories of inspiration, while also raising money for the non-profit organization End Distracted Driving (EndDD) along the way. For every mile completed during the campaign by EndDD representatives, Travelers donated $100 to EndDD for a total donation above $16,330 in 2015. Consumers on-site could also learn good driving habits in a Travelers’ safe driving simulator which, in tandem with EndDD, garnered press for Travelers at each Marathon stop.

At the Travelers Championship, the Fan Zone offered consumers on-site a respite from the heat, their selection of premiums, custom photo experiences, and a chance to meet some of their favorite local college football stars and PGA Tour professionals. But the real crown jewel of the activation was the Chipping Challenge, a massive and genuinely engaging game simulating the famous 15-and-a-half hole on the course – a giant Travelers logo in a lake along 15th and 16th hole the pros take turns teeing off at.

Recreated in a caged-in pool, the Chipping Challenge offered that same chance to chip from the turf onto a smaller umbrella – winning prize money for charity for every ball that stuck, and even more for a hole-in-one. In 2016, charitable proceeds from the Chipping Challenge totaled $9,000. The feature has been a hit with fans since its inception and is known to draw “galleries” and lines as big as any on the actual course.

#MYDRIVECOMESFROM

Leads Generated

Total Impressions

Miles Ran For Charity

Donated to Charity

We’ve worked with rEvolution for many years across multiple sports sponsorships, including golf, running, college football and minor league baseball. Regardless of the platform, the rEvolution team understands our objectives for sports sponsorships, and we trust them to work tirelessly to not only meet, but exceed those objectives year after year.

Mike McCullough

Digital Media, Travelers

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