The campaign will highlight DFS as one of the headline sponsors of Team GB at the 2016 Rio Olympic Games.
The three-week partnership kicked off on Monday with a sponsored front page story in the London Evening Standard as a call to action to get readers behind supporting Team GB. There will also be a DFS sponsored preview supplement and a sponsored daily double page spread of Olympic coverage through the event.
Online activity will see DFS sponsorship of the specific Olympic Games pages on standard.co.uk and independent.co.uk and DFS sponsored tweets that will appear on the London Evening Standard Twitter account @EveningStandard.
Other activity will include exclusive editorial interviews with two of DFS’s Team GB ambassadors – gymnast Max Whitlock and swimmer Adam Peaty. ESI Media’s street assets will also be used with DFS branded vendors, vans and umbrellas appearing all over London.
The deal was brokered by MediaCom.
Dan Locke, Group Partnerships Director, ESI Media, said: “The Olympic Games is a huge moment for our audience so we’re really pleased to be partnering with a brand with a similar passion for Team GB! Aligning ourselves with an official partner puts our readers at the centre of the action.”
Nick Ashworth, head of media at DFS, said: “We were really impressed by the quality of the response to our brief from the team at ESI Media. They grasped very early on our commitment at DFS to UK manufacturing and we are very excited about how ESI will help to activate our partnership of Team GB across multiple touch-points during the Olympic Games.”
