Services offered: strategic communication, PR, media promotion
The “Rebirth of Noble Sport” campaign has enjoyed huge media coverage with over 100 TV, online, radio, and print appearances in just six months. The strategy was to create topics of interest to journalists and the public from the actions included in the campaign. The budget allocated was only a few thousand euros. The Romanian Equestrian Federation saved more than 1 million euros, which is the amount of the 100 appearances.
The campaign culminated in the Balkan Show Jumping Championships, the most important international sporting event organized in Romania in 2016.
As a strategic objective, we have set ourselves, together with the ERF, to bring back to the forefront the equestrian sport, a sport with historical tradition for our country. To achieve our goal, we set two main communication objectives:
Before outlining the campaign’s lines of action, we identified the target audience, channels, and tactics through which to achieve our objectives.
We designed the promotional campaign in two phases: pre-competition and during the Balkan Games. In the first phase, we focused on teasing, media partnerships, and the official launch of the project. In the second phase, we focused on storytelling, live broadcasts, and the good results obtained by Romanian athletes.
The promotional campaign was launched on 8 March, Women’s Day, with an event in which the athletes of the Romanian Equestrian Federation handed out flowers on horseback to ladies in Herăstrău Park in Bucharest.
To create an event of journalistic interest to bring the noble sport to the attention of public opinion.
WOW, event, where ERF athletes handed out flowers to ladies in the park.
Six TV channels were present at the event and the topic made the TV news.
Massive promotion of the competition in TV, online, and print media.
Media partnerships with:
MEDIA PARTNERS:
To promote the “Balkan Show Jumping Competition” in the media to attract as many participants as possible.
Nearly 10,000 spectators in the stands, an absolute record number of participants, the event broadcast live over two days and all the TV channels present at the competition are the achievements of the PR campaign.
We achieved these results by:
A. INFLUENCES
We invited several public figures to the launch event, who promoted the competition on their social media, and their mere presence was newsworthy.
To attract as many spectators as possible, we partnered with Chef Cătălin Scărlătescu, who prepared the dishes.
To attract a large number of spectators and create a pleasant atmosphere through an exceptional culinary experience.
Press release, posts on Cătălin Scărlătescu’s personal page announcing his presence at the event, Facebook campaign #BalcaniadaDeEchitație.
The topic “Scărlătescu at the Balkanade” generated five media appearances:
B.MASSIVE MEDIA EXPOSURE THROUGH STORYTELLING
Confirmation of the proposed positioning: the Balkan Games, the most important international sports event organized in Romania in 2016.
The results of our efforts through the “Revival of Noble Sport” campaign
This is an absolute record for an equestrian competition, where the number of registered participants did not exceed a few hundred people until that moment. The atmosphere in the audience was fantastic and the athletes were impressed by such a large presence in the stands. Usually, in sports, it is said that the audience plays a decisive role in achieving results.
Athletes representing Romania won 7 medals. Among them, team gold medals in the senior team, a performance unmatched in the last 25 years.
The medal-winning athletes were recognized at an official ceremony at the Chamber of Deputies. Two TV channels were present: Realitatea TV and Antena 3. A press release was issued with 8 press releases: Agerpres, Realitatea.net, Gratuitor, etc.
The President of the Federations of Balkan Countries, Kroum Rachkov, sent a letter to the Romanian Equestrian Federation expressing his admiration for the event.
The project was shortlisted in the Sport & Entertainment category at the Romanian PR Awards, the most prestigious competition for PR agencies in Romania.
With an event concept strategically designed to generate media-impact topics and with over 100 media appearances won in just six months, the noble sport is currently enjoying earned space on TV shows and print and online publications. Journalists understand how much the sport has to offer and want to bring the beautiful events and stories of equestrianism to the attention of the general public.
Your business can have an equally impressive growth if you know how and what to communicate. We’re here to guide you and give you the expertise you need for guaranteed growth.
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