RNLI offers unique opportunity to commercial sector

Lifeguards News Release

The Royal National Lifeboat Institution (RNLI) has opened a tender bid to award one commercial partner as the brand associated with the charity’s beach lifeguard service.

This is the first time in the RNLI lifeguards’ 16-year history that a commercial partner will have access to showcase their brand alongside this world-class lifesaving brand.

More than a charity partnership, this opportunity has a reach of over 17 million people across 249 of the UK’s busiest beaches, and means the successful commercial partner can say they are truly helping to save lives at sea.

Adrian Carey, RNLI’s Head of Maritime Delivery, says:

‘2017 saw us become the first charity to offer supporters the ‘opt-in to hear from us’ approach to fundraising communications, even though we knew this would mean a reduction in public donations, so we’re keen to try out new approaches to attract income. This is essential to help fund the future development of our lifesaving and safety education services.

‘This “offer by tender” is a really exciting opportunity for a commercial brand to work with the RNLI to create a partnership as dynamic as our lifeguards. But it’s not just about funding - we hope the opportunity of this unique engagement channel attracts a partner who can think creatively and help us innovate more ways to keep people safe while they are enjoying themselves at the coast.’

The RNLI runs the only national UK beach lifeguard service and as such the offer is the chance to feature across all its lifeguarding assets in this exclusive marketing space. Along with branding on lifeguard clothing and vital lifesaving kit, such as rescue water craft, the partner will also benefit from personalised advocacy through 1,650 trained and trusted professional lifeguards and face-to-face staff, as well as enjoy a high level of media exposure.

Jenny Danson, RNLI Corporate Development Manager, comments:

‘The RNLI has a strong brand based on being courageous, trustworthy, selfless and dependable, and we aim to live up to these values every day. So we are looking for a partner who has strong values of their own and with which we can align.

‘The value of partnering with the RNLI’s lifeguard brand is independently valued at £650,000 a year over a 3-year term, so I’d encourage CEOs, marketers and other business leaders to find out more and register their interest online before the deadline of Friday 3 August at RNLI.org/BeTheBrand.’

The partnership will be agreed in the early autumn, ready for the 2019 planning cycle.

Notes to editors

  • A promotional image, ‘Be the brand behind every life saved’ is available upon request.
  • A short film about the proposition is available on the RNLI news centre at www.rnlivideolibrary.org.uk/play/iBRMPV2w
  • Jenny Danson, RNLI Corporate Development Manager and Adrian Carey, Head of Maritime Delivery are both available for interview, as well as Lifeguard Operations staff. Contact Elaine_Hakes@rnli.org.uk to arrange.
  • Additional lifeguard images available on request, or via the RNLI news centre at www.rnli.org/news-and-media
RNLI media contacts

For more information please contact Elaine Hakes, RNLI Senior Marketing and PR Manager 07786 111431, or Elaine_Hakes@rnli.org.uk or contact RNLI News Desk on 01202 336789.

RNLI Corporate team contact

For more information about this sponsorship opportunity, contact Katie.J.Beney@rnli.org.uk.

Key facts about the RNLI

The RNLI charity saves lives at sea. Its volunteers provide a 24-hour search and rescue service around the United Kingdom and Republic of Ireland coasts. The RNLI operates over 238 lifeboat stations in the UK and Ireland and, in a normal year, more than 240 lifeguard units on beaches around the UK and Channel Islands. The RNLI is independent of Coastguard and government and depends on voluntary donations and legacies to maintain its rescue service. Since the RNLI was founded in 1824, its lifeboat crews and lifeguards have saved over 142,700 lives.

Learn more about the RNLI

For more information please visit the RNLI website or Facebook, Twitter and YouTube. News releases, videos and photos are available on the News Centre.

Contacting the RNLI - public enquiries

Members of the public may contact the RNLI on 0300 300 9990 (UK) or 1800 991802 (Ireland) or by email.