Objectives

To generate national media coverage and ensure full maximisation of the sponsorship of Middlesbrough FC to raise the profile of 888.com

Strategy and Tactics

The campaign was kicked off by announcing a new Middlesbrough signing and the momentum was carried over the following two weeks with carefully orchestrated unveilings of new players to ensure maximum national and international media coverage for 888.com.   

Ptarmigan ensured ongoing media exposure throughout the season through national and regional press competitions, exclusive player interviews, a photocall with star players celebrating the clubs first season in Europe and Player of the Year promotions.

Outcome

Over six months PR activity created 816 million opportunities to see/hear the 888.com brand, with the value of coverage at £750,000.