QMS and SMH team with GIO for British & Irish Lions rugby tour

QMS and The Sydney Morning Herald have partnered with GIO Insurance on a dynamic content and advertising campaign timed to coincide with the British & Irish Lions rugby tour in Australia.

Running across QMS’s premium City of Sydney digital street furniture network, the campaign leverages sports editorial from The Sydney Morning Herald to reach rugby union fans during the six-match tour, which sees the Lions return to Australia for the first time in 12 years.

Fresh rugby news, match highlights and updates are being served on digital panels across Sydney from July 7 to August 2. GIO-branded creative will run alongside the curated content in the final two weeks of the campaign.

QMS City of Sydney general manager Olivia Gotch said the partnership shows how brands can tap into cultural moments through a mix of premium media and editorial.

“The British & Irish Lions rugby tour will be one of the biggest sporting events in Australia this year and we’re excited to help make GIO part of the action,” she said.

GIO marketing manager Mark Condon added it was a great opportunity to connect with audiences.

“We’re proud to be part of this innovative partnership with QMS and Nine,” he said. “It’s a great opportunity to connect with audiences through engaging content during one of the biggest sporting moments of the year.”

Ashleigh Thomas, Nine’s commercial director – publishing sales, said the partnership extends the reach of SMH sports coverage into high-footfall urban locations and demonstrates the power of combining trusted content with real-world engagement.