Bupa has been title sponsor of the Bupa Great North Run since 1994. In 2009, Bupa, with the help of Synergy, changed its strategic approach to the sponsorship, moving from its previous objective of brand awareness and association with health, to delivery on the brand promise, deeper brand messaging and engagement.

Managed by Synergy a campaign strategy was developed to position Bupa as sports medicine experts through the delivery of a new Bupa running message ‘With you every step of the way’ and a focus on Bupa’s sports medicine expertise throughout all communication. Distinctive and memorable pre-race engagement with runners via relevant media use and database marketing; and the provision of a race day experience which showcased Bupa’s sports medicine expertise at the ‘point of need’.

As a result of the activity, of those who recognise Bupa’s sponsorship of the Great North Run, 88% understand why Bupa is a sponsor and think it fits with the brand, 4,450 leads were generated and 74% of runners (who were questioned), said that Bupa’s activity enhanced their experience of the run.