Remember all that climate hoax publicity around the Catlin Arctic trips? It was really about money and brand awareness

CAMPAIGN OF THE MONTH: Catlin Group embark on an Arctic adventure | b2bmarketing.net

Environmental sponsorship programme boosts brand awareness and broker relations for Lloyds of London insurer Catlin Group. Victoria Paley reports
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This was the case for global insurance and reinsurance company Catlin Group who embarked on an impressive environmental sponsorship programme in order to increase its brand awareness among key stakeholders and its wider community. The sponsorship programme in the Arctic Ocean has so far spanned two years of activity and generated massive media coverage.
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The organisation had a number of objectives from its environmental sponsorship programme. On a global scale, it wanted to increase brand awareness and develop a greater understanding of its capabilities. It also wanted to position itself as a thought leader in the insurance sector, specifically with regards to climate change and its associated risks. In addition, it hoped to strengthen and develop new relationships with brokers, clients and investors. Another key objective of the campaign was to help the organisation expand into new markets and generate new business.
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The Arctic provided a dramatic, visual and easily understood theme, which was used to communicate powerful messages around sustainability