brandmeetsbrand is delighted to announce that  A.T. Cross Ltd (Cross) have extended their partnership with the Royal Shakespeare Company. Cross will continue to be the exclusive pen partner to the RSC until April 2013.

This creative partnership focuses on the RSC’s New Writing programme, which enables writers to collaborate and work with the acting ensemble – enhancing productions and artistry. Following the huge success of February’s New Writing competition Cross, in association with the RSC, will launch a second competition later this year, engaging with audiences across both brands.

Nicola Shepherd, International Marketing Manager for Cross said:

We are delighted to be continuing our relationship with the RSC as we feel that there is a natural synergy between the two brands that allows us to further engage our customers.

This extension will also include the creation of an exclusive RSC branded Cross product, to be launched in a limited edition this autumn.

Caroline Jones, Development Associate for the RSC commented:

The continued support from Cross for the RSC’s new writing programme is hugely valuable to us. With 28 writers under commission and seven new plays in our programme this year, it’s clear what we’re able to achieve with the generosity of donors and sponsors like Cross. It’s also great to offer our audience the opportunity to experience Cross products and engage with Cross as a brand through the various activations we have planned.

Adding to the partnership, Cross will also be creating an experiential activity at the RSC’s home in Stratford-upon-Avon to showcase the launch of a new product in October, 2012. Engaging with visitors and invited guests, Cross will demonstrate their product in an innovative way with input from the RSC.

Account Manager at brandmeetsbrand, Hannah Hanley, added:

We’re thrilled that this relationship is working so successfully, as we believe it showcases both brands beautifully. The partnership has a meaningful and creative structure, reflecting both parties, and we’ve had very positive feedback from the public.