Background
Created on behalf of the Dubai Leadership, Falcon and Associates is a strategic advisory and implementation company designed to help position Dubai in order to achieve sustainable economic growth, enhance social development and build its global standing. In January 2010, Falcon and Associates appointed Andrew Flintoff as its first global sports ambassador.
Created on behalf of the Dubai Leadership, Falcon and Associates is a strategic advisory and implementation company designed to help position Dubai in order to achieve sustainable economic growth, enhance social development and build its global standing. In January 2010, Falcon and Associates appointed Andrew Flintoff as its first global sports ambassador.
The brief
Drive positive coverage and conversation about Dubai across sports and lifestyle media through Andrew Flintoff’s role as sports ambassador. Design an implementation programme to showcase the sporting assets on offer in Dubai and create opportunities to engage key target audiences across the globe
Our response
Lexis Sport created a 12 month communications programme using access to Andrew Flintoff as Dubai’s first sports ambassador
Activities included:
Launch event at the Burj Khalifa
Customer hosting programme at the Dubai World Cup
Behind the scenes visits to the Godolphin and Darley stables
Flintoff’s guide to Dubai – global sports and lifestyle media invited to Dubai where they were taken on a tour of Dubai
Sail day on Emirates Team New Zealand for global sports and lifestyle media
Results
105 pieces of branded coverage appeared in Falcon’s key markets throughout 2010 including China, USA, UK, Australia and India
Highlight coverage included a four page feature on Dubai in the Sunday Telegraph, a six page feature in BA Highlife magazine and a four minute feature on the BBC 6:00 News
Total media value of £2.7m
105 pieces of branded coverage appeared in Falcon’s key markets throughout 2010 including China, USA, UK, Australia and India
Highlight coverage included a four page feature on Dubai in the Sunday Telegraph, a six page feature in BA Highlife magazine and a four minute feature on the BBC 6:00 News
Total media value of £2.7m
RYDER CUP MADRID 2018
Background
In May 2011, the Ryder Cup committee will announce the venue for the 2018 Ryder Cup. Spain is currently competing with France, Germany, the Netherlands and Portugal for the right to stage this prestigious event in 2018. The 2010 Ryder Cup at Celtic Manor provided the perfect platform to drive awareness of Madrid’s 2018 bid when golf and the Ryder Cup benefit from a higher profile as the event is pushed up the news agenda.
The brief
Capitalise on the 2010 Ryder Cup at Celtic Manor to drive awareness of Madrid’s 2018 bid by generating positive editorial coverage in key pan-European media in the lead up to and during the event.
Create opportunities around the 2010 Ryder Cup to inform and influence key media and golf stakeholders.
Our response
To drive awareness of Madrid’s 2018 bid during the 2010 Ryder Cup, we had to persuade target media that our bid was worth covering during a busy week in the golfing calendar. Creating relevant and newsworthy content was key. Our Ryder Cup 2010 campaign focused on three key activities:
In May 2011, the Ryder Cup committee will announce the venue for the 2018 Ryder Cup. Spain is currently competing with France, Germany, the Netherlands and Portugal for the right to stage this prestigious event in 2018. The 2010 Ryder Cup at Celtic Manor provided the perfect platform to drive awareness of Madrid’s 2018 bid when golf and the Ryder Cup benefit from a higher profile as the event is pushed up the news agenda.
The brief
Capitalise on the 2010 Ryder Cup at Celtic Manor to drive awareness of Madrid’s 2018 bid by generating positive editorial coverage in key pan-European media in the lead up to and during the event.
Create opportunities around the 2010 Ryder Cup to inform and influence key media and golf stakeholders.
Our response
To drive awareness of Madrid’s 2018 bid during the 2010 Ryder Cup, we had to persuade target media that our bid was worth covering during a busy week in the golfing calendar. Creating relevant and newsworthy content was key. Our Ryder Cup 2010 campaign focused on three key activities:
1. Seve Ballesteros – as bid patron we capitalized on Seve’s profile and popularity to drive awareness of Madrid’s bid during the Ryder Cup through exclusive interviews and a survey confirming Seve as the most popular Ryder Cup golfer of all time
2. Media partnership –negotiated an exclusive partnership with The Daily Telegraph newspaper effectively locking out our competitors in a key publication during Ryder Cup week. Ryder Cup Madrid 2018 was the sole sponsor of the Daily Telegraph’s 16 page Ryder Cup supplement
3. Hospitality programme - pan-European media were invited to play in a Madrid 2018 golf day on the eve of the Ryder Cup opening up additional editorial opportunities with key target media.
Results
Results
Over 55 separate pieces of coverage appeared during the Ryder Cup week promoting the Madrid bid with an AVE of £1,915,291. Coverage appeared across all target publications including The Times, The Daily Telegraph, Sky News The Daily Express and Daily Mirror.
The Madrid bid was the only bid to consistently generate coverage in key target publications during Ryder Cup week.
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