Event and sponsorship management expert, SAIL Sport & Entertainment (SSE) is embarking on a new venture, by re-launching a newly energised SAIL Sport & Entertainment to help clients get closer to their customers. Going forward SAIL Sport & Entertainment will be known as Trinergy Brand Connectors, a brand connection agency specialising in participation marketing.

“Trinergy is the coming together of three elements – the brand, the platform and the consumer – and if you bring those elements together and add the energy that our marketing team is going to add, you’re going to get something special,” says Trinergy MD, Danie Jansen van Vuuren.

The freshly invigorated Trinergy is in the game of building brands through building their relationships with consumers.

Trinergy aims to stop brand communications being a boring monologue and turn them into a dialogue, where consumers willingly participate and interact with the brand by taking part in new initiatives that they actively want to join.

The 70-strong team is being built around marketers; event managers; and participation marketing specialists from SSE, previously recognised for its excellence in the sponsorship and event management space.

The strategic marketing section within Trinergy will be led by Haydn Townsend, former strategic director of the Jupiter Drawing Room and a seasoned marketer renowned for the creative campaigns he has developed over the years.

The target market will be mass-market consumer brands; companies in the telecoms; banking; retail; insurance and health sectors; and advertising agencies.

Once Trinergy is well established in South Africa it will build on the SAIL group’s existing infrastructure in Africa to create a footprint across the continent.

“It’s an exciting journey for all our staff and the energy level in the team is palpable,” says Jansen van Vuuren.