Case Studies

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Black Bus With Under Armour Logo And Rugby Players

Under Armour – Brand Awareness

Paragon were appointed by Under Amour, international sports apparel and footwear brand, to deliver their sponsorship activation of their Welsh Rugby Union partnership during Rugby World Cup 2015. We were tasked with entertaining over 120 key retail partners over 2 events over 2 weekends of RWC; Wales v England and Wales v Australia, both at Twickenham.

The key was to create an experience that really lived and breathed the Under Armour brand and was truly Under Armour at every touch point. From the moment guests checked in at the hotel at the Under Armour check in desk, Paragon delivered an Under Armour experience. The day started at a central London hotel where guests were collected by an innovative transport option – the Under Armour branded experience bus – which was completely Under Armour branded and included a bar and DJ.

Before the match, guests were dropped at The Pigs Ear pub in Richmond which had been transformed both inside and out, into the Under Armour clubhouse with branding from the Under Armour RWC campaign and rugby activities including a tackle bag that measured the tackling power of guests. Rugby Internationals and brand ambassadors including Scott Quinnell and Jamie Cudmore were also in attendance to entertain guests and answer questions. After enjoying hearty pre match food and drink, guests were transferred by the Under Armour experience bus to Twickenham to enjoy the match. Post-match the group were collected again by the Under Armour experience bus and transported back to the hotel for a refresh before moving onto further post-match entertainment.

Mike Dods from Under Armour said, “Paragon worked hard to understand who we are as a brand and then created an experience that perfectly represented who we are and what we stand for. The Paragon team definitely went the extra mile to make sure every detail was taken care of and feedback from our guests has been fantastic.”

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Allianz Interxion Summer Party

Allianz – Summer Party

After winning a competitive pitch, Paragon was appointed by Allianz to bring their 125th year anniversary celebration to life with the theme “Party at The Park”, held at Allianz Park in North London.

Over 2,000 staff attended the festival style event, with their families. There were  over 50 acts and activities on the day including a zorbing track, climbing wall, rugby training by members of the Saracens team, a performance by “Strictly Come Dancing” star Natalie Lowe, mini golf, massage areas and a cinema which showed all of the major sporting events on the day.

Paragon exceeded Allianz expectations with over 95% of attendees rating the event “excellent” or “very good”.

David Keel, Head of Communications at Allianz remarked “We were very impressed with Paragon’s creative approach to the brief, which included a theme, activities and entertainment that appealed to the wide range of guests that attended the event. What is even more impressive is that they were also able to manage the logistics of such a large scale event with skill and efficiency”.

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Walkers Cricket Pitch

Walkers – Hospitality & Guest Management

Walkers Crisps engaged Paragon to run two sports themed events for prizes for on-pack- promotions in connection with “Gary’s Great Trips.”

Consumers would collect tokens on promotional packets of crisps to claim VIP ‘money can’t buy’ experiences with sports stars. This would allow Walkers to leverage their association with top sporting names in engaging with their consumers. The competition would run for six months and culminate with two events for 20- 30 guests each. The events needed to be aspirational and draw fans of the sports into participating in the on-pack competitions.

Paragon put forward two of its high sort after events. Firstly 20 guests were treated to a Lord’s Cricket Experience with cricket legend and King of the Celebrity Jungle , Phil Tufnell and England cricketer Alastair Cook. This included a fun batting and bowling session in the nets at Lords with Alastair and Phil, a private tour including the England dressing room and the day was rounded off with dinner and drinks with the two players.

The second event was for 30 people and was a Rugby Experience at Twickenham with ex England rugby star Mike Catt and Welsh legend Jonathan Davies. Guests enjoyed a fun rugby session at Harlequins with the players before being taken of a private tour of Twickenham including the infamous England dressing room and a drinks reception in the player’s tunnel and pitch side before an exceptional gala dinner with Mike and Jonathan overlooking the pitch in the exclusive President’s Suite.

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"All our prize winners greatly enjoyed the two fantastic VIP events and we were very pleased with the role they played in our ‘Gary's Great Trips’ promotion."

Walkers

Alastair Cook Holding Buxton Water

Buxton Water – Brand Awareness

Paragon worked with Buxton Water on their partnership with the high-profile England cricket team. Looking to re-enforce their cricket positioning, Paragon worked with British brand, Buxton to create a partnership with cricketer Alastair Cook to help drive forward their sales and marketing objectives.

A campaign was created around Alastair to drive engagement between Buxton and their customers through above the line, below the line and digital channels which resulted in some lucky customers being able to meet the man himself, Alastair Cook. The ensuing campaign lead to positive retailer feedback and a positive end user sales impact.

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"Please pass on our thanks for Alastair’s time yesterday at the shoot, his patience and understanding was greatly appreciated."

Andrea Cahill

QBE Bar For Hospitality And Guest Managment

QBE – Hospitality & Guest Management

QBE, sponsors of the iconic Autumn Rugby Internationals, tasked Paragon with managing the guest experience for their 2,000 hospitality guests. However, rather than delivering the standard hospitality box, Paragon created a unique and inspiring brand experience which went over and above traditional match day hospitality.

Paragon created an experience which drove QBE’s core messaging and values to ensure all of those that attended left with a lasting and positive impression of QBE.

The “We Mean Business Locker Room Experience” which gave QBE’s guests a taste of what it is like to prepare as a world class rugby player for an England International was developed, designed, and built by Paragon. The experience was rated “excellent” by over 90% of guests in the post-event survey and exceeded all set KPI’s.

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"Thoughtful and knowledgeable staff, novel food, a unique venue and a great result to match! A fantastic day all round from the start to the end, I can’t fault a thing. My best day ever at Twickenham – and I've been coming for 40 years."

Guests of the QBE Autumn Internationals

Marrakech Town In Morocco

Marrakech – Incentive Travel

An advertising agency wanted to reward their top staff for the year’s work. As keen golfers, the group stayed in the newly refurbished golf suites at the Palmeraie Golf Palace in Marrakech. The group enjoyed a jeep safari to Richard Branson’s Atlas Mountain retreat – the Kasbah Tamadot – for lunch before being treated to a party in the desert. Highlights also included dinner at the magnificent Palais Soleiman and a party at Nikki Beach.

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Fedex Edinburgh With A Huge Castle

Fedex – Incentive Travel

In 2006 FedEx asked Paragon to organise an event where key UK and European clients and their guests could meet and socialise with C-Level executives from their UK and the US Headquarters.  Paragon put together a bespoke proposal for a 3-night trip to Edinburgh, centred around the world-famous Royal Edinburgh Military Tattoo.

Guests arrived on a Thursday to be greeted by name at the airport by their executive driver.  They were transferred to their Castle-View rooms at the Balmoral Hotel and that evening enjoyed a private dinner at ONE, the Michelin-starred restaurant at the Balmoral.  On Friday we offered the guests a choice: a trip to the Gleaneagles resort for clay pigeon-shooting and golf at one of Scotland’s leading resorts, or a day of relaxation at the award-winning spa at the Balmoral.  And on Saturday, guests enjoyed the highlight of the weekend: VIP hospitality for the Royal Edinburgh Military Tattoo, with the stunning show by military marching bands and performance artists from across the globe followed by a spectacular fireworks display.  Hospitality was located in the Scotch Whisky Heritage centre, where guests enjoyed a pre-dinner tour and tasting before their gourmet meal and escort to their Castle-facing seats for the Tattoo itself.

The success of the event is best displayed by the fact that FedEx have undertaken the same trip every year since, with some tweaks, such as golfing at St Andrew’s, to keep things fresh!  2016 will be their 11th consecutive trip to the Royal Military Tattoo!

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