The Royal Navy Partners with talkSPORT to Extend 'Supersubs' Campaign

MEC Access, the leading partnerships and content agency, announces a partnership with talkSPORT for its client, the Royal Navy, to support the ‘Supersubs’ campaign.

The partnership will include radio, print and digital activity to drive awareness of the key role the Royal Naval Reserve play in the Royal Navy. The campaign extends further the ‘Supersubs’ campaign which launched last October through partnerships with 13 football clubs and was amplified through social media. The campaign centres on substitutions that are made in sport, highlighting that these players are specialists called upon when the manager needs them most. The creative draws an analogy between the pivotal role these substitutes play and the role of the Reserves in the Royal Navy.

As part of the talkSPORT partnership, The Royal Naval Reserve will become the official sponsor of the talkSPORT on air team news every Tuesday, Wednesday and Saturday. At the start of each week, talkSPORT will also run a bespoke feature within the Alan Brazil Sports Breakfast show which will highlight all of the game-changing substitutions from the weekend’s football. 

In a media first for talkSPORT, a bespoke branded super supplement will be produced by its sister publication Sport Magazine to be distributed to all Royal Naval Reserve affiliated clubs. Each supplement will include tailored content, including locally-relevant information on nearby Reservists and Royal Naval Reserve events.

Local activity will also include six bespoke audio documentaries which will air ‘Supersub’ stories from Royal Naval Reserve affiliated clubs. The documentaries will be broadcast live, as well as hosted online within a bespoke hub. The bespoke hub will house all relevant content and will provide additional information on the location of each Royal Naval Reserve club and details on upcoming live events.  

The campaign will extend across digital channels with in-stream advertorials producing locally-relevant information and additional social media activity.

Lieutenant Commander Lee Thorne, Marketing Manager for the Royal Navy, said, “We are delighted to be working with MEC Access to amplify further the ‘Supersubs’ campaign. This unique partnership with talkSPORT is a really effective way to raise awareness of the key role Reservists play in the Royal Navy. We’re looking forward to seeing the results of the campaign.”

Terri Squibb, Account Director in MEC Access, said, “We’re very excited to be given the opportunity to extend what has been a successful strategic solution for the Royal Navy, by partnering with talkSPORT. The partnership allows us to build on the clever analogy of game changing substitutions in sport and Royal Naval Reserves across multiple platforms which delivers a powerful and engaging campaign for the Royal Navy.”