It requires a lot of shaking to blend oil and vinegar and strategically this was the challenge of aligning Quest Diagnostics with the New York Giants. As a B2B organization, Quest Diagnostics was known as the leading laboratory diagnostics testing service. Signing on for a multi-year, multimillion dollar sponsorship with the New York Giants presented a unique set of positioning and communications obstacles. We developed a unified platform that would be deployed internally, to the business community, and to sports fans everywhere.
Leveraging the unique designation as a “Proud Partner in Health” with the Giants, Quest worked toward maximizing awareness of the Quest Diagnostics brand, setting it apart from its competitors and generating new excitement among Quest’s existing clients, potential partners and employees.
We developed all of the internal and external communications, partnership branding, and media strategy that helped define Quest’s brand position and voice with this first-of-its-kind partnership for the brand. In a matter of months, we delivered the brand’s first-ever consumer-facing advertising campaign (digital, print, OOH, broadcast), brand platform and visual identity, communications plan, large-scale facility signage, event strategy and execution, talent services, and a partnership activation roadmap.