Case Study: SunLife boosts awareness and champions over-50s with Citypress PR campaign

Sunlife sparks 127 media articles with Citypress

The customer, SunLife, a life insurance provider, sought to solidify its position as a champion for the over-50s. Their challenge was to generate conversation and raise awareness of the issues affecting this core audience. The vendor, Citypress, implemented a public relations campaign to address this.

Citypress conducted research to identify "casual ageism" as a key issue and produced a report fronted by a celebrity. This solution generated 127 media articles and 26 broadcast interviews, creating 788 million opportunities to see the SunLife brand. The coverage was 100% positive in sentiment and successfully positioned SunLife as a champion for its target audience, with a post-campaign analysis showing 90% of the core audience was pleased to see the issue addressed. The campaign also won a Gold award for measurement.

Sunlife