Case Study: Veuve Clicquot Polo on the Beach
Client: Extreme Academy, Watergate Bay
Brief
As the venue for the UK’s first ever polo match on a beach, the Extreme Academy wanted to create public awareness to attract a large audience to Watergate Bay. The client also expected significant post-event coverage.
Strategy
Barefoot Media ran a press release-driven campaign to build public awareness in the six weeks before the event in June 2007. Pitching the match as a 'culture clash' between the worlds of polo and surfing drew attention to the venue and highlighted the unique nature of the event.
A press call held the day before the match gave news media the opportunity to interview key figures, and film and photograph polo players and ponies on the beach.
We also prepared a detailed brief for the commissioned photographer to ensure all sponsor obligations and media requirements were met.
On match day, local radio stations alerted the public to a change in the start time due to adverse weather conditions, and Barefoot Media arranged interviews for journalists and TV crews attending the match. Post-event, a review press release and photography were made available within 24 hours.
Result
The campaign generated coverage in target print and broadcast media with an editorial value of £67,936, totalling 4.8 million opportunities to see.
We acheived extensive news coverage in Cornwall and the South West in daily and weekly newspapers and county magazines.
BBC and ITV regional news film crews attended on location, with BBC Spotlight broadcasting live from the beach on the early evening news.
The story was picked up and syndicated by SWNS press agency and freelancers, generating national coverage in Metro, Country Life and the equestrian press.
Client spend to return ratio of £1 : £39
Photo: Ben Rowe |
