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FINA SWIMMING WORLD CUP
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The Brief
We were required to develop a 3-year communications strategy that:
• Promotes the event
• Grows Telkom brand affinity
• Generates news, personality and lifestyle exposure The
Challenge
The challenge came from working with skeptical administrators and volunteers
who didn’t believe in a marketing and communications effort.
The Communications Tactics
Personality endorsements by: Ryk Neethling, Penny Heyns and Roland Schoeman
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Media Centre Management:
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Media centre with PCs, phones, ISDN and satellite
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Coordinate travel and accredit 300 journalists
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Set up and manage broadcast with international feed
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Media partner negotiation - Super Sport; East Coast Radio, Independent
Newspapers and SA Sports Illustrated
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Publicity in: Print – dailies, weeklies, Sunday and consumer
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Radio – classical spots; live crossovers, promos, and competitions
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TV – live broadcast, canned feed internationally; promotional support and
publicity
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Electronic Website with: TV feeds of race starts and finishes
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Omega timing feeds for real-time results
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Content upload and pictures
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Hourly data base update for remote press access
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Media entertainment during the five days
The Results
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Print and Broadcast AVE: R18-million
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Publicity reached Japan, Australia, UK, South America and USA amongst others
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METROPOLITAN ASSET MANAGERS
We wanted to raise profile of the business – within the Metropolitan group and
externally. To do this we would have to maximize the positives & minimize the
negative aspects of the business among the public.
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THE SA POULTRY ASSOCIATION Our brief to develop
a comprehensive Crisis and Issue Management Campaign that would:Plan for any
outbreak of Avian Influenza, Protect the SA poultry industry against any
adverse perceptive fallout, Prevent media speculation, Communicate the facts.
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TELKOM PGA CHAMPIONSHIP
We were required to develop integrated communications and promotions to: Build
the brand’s affinity with consumers ,Ensure talk/publicity to spark word of
mouth and media ,Tell the brand’s story
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