Red Bull Harbour Reach 2015 – SGPR making waves!
When Red Bull got in touch in search of PR support ahead of their annual Harbour Reach competition in the historic Liverpool Albert docks, we jumped at the chance to get some gnarly coverage.
- Raise awareness of the Red Bull Harbour Reach event in Liverpool Albert Docks.
- Profile key spokespeople and riders across multiple media outlets.
- Achieve wide spread coverage across national, regional, men’s lifestyle (print and online) and wake boarding, watersports scene media.
- Create media partner opportunities to increase coverage
- Ensure key messages filter across 50 per cent of media coverage.
Strategy & Plan
We devised an effective media campaign to create maximum awareness of the event in national, regional, broadcast and online press.
Press office – there were three initial strands to our general press office activity which we executed to create a buzz around the event in the local area. We issued a diary notice to all regional media, targeted what’s on and event listings in national and regional press, placed competitions on regional radio, and pitched interviews with Red Bull athletes and noted celebrity judges.
For Red Bull it was really important their key messaging featured in their coverage. We had to ensure coverage embodied the heritage of the city’s docks while bringing this relatively new sport to Liverpool – generating excitement and a buzz around the event. When launching the return of the event it was important to capture this message through the use of key figure heads and experts. Making a strong link with Liverpool was very important when securing the best possible local coverage across print and online press as well as North West regional TV.
In addition to encouraging local support for the event it was very important we drummed up tourist traffic to the event. Securing event listings in titles such as Daily Express, The Guardian and Mirror group papers. Teaming up with Liverpool agency, Jane Moore Media, to create a great press package pre-event, we were able to offer press trips for national journalists to come up to Liverpool and enjoy a stay in the Docks.
Testing the waters – we invited scene and national press to Liverpool Albert Docks for a preview day. Members of waterspouts and wake boarding media titles, such as Mpora, came down to preview the course with a Red Bull athlete and were given the opportunity to interview high profile wakeboarder, Jack Ass star, Parks Bonifay. The press day held the day before the event allowed us to secure pre-event news hooks as well as profiling interest for the event.
Devising strong news hooks we looked to make the event a little more human. We used the case study of competitor Owen Pick to create the feature package ‘Red Bull’s first bionic wake boarder’. The ex-solider provided an interesting human interest angle to engage readers with the event. With strong pictures and collect photos, as well as footage of him riding, we were able to pitch across ITV Anglia and further regional print press – expanding the coverage outside of Liverpool.
Thinking outside the box – As the event was in its third year it was really important to try and create new images which the national press hadn’t seen before. Working with the Red Bull team we devised a photo shoot which saw riders covered in reflective paint and shot lighting up the Liverpool Albert Docks at night. The ghost-riders were a real contrast to the event footage and were taken to drive interest, and encourage people to attend the event.These pictures were issued through a global picture agency in a bid for a wider hit.
Measurement & Evaluation
We measured the campaign’s success based on number of media hits in key titles, target media, the number of opportunities to see we created, and the overall and cost per eyeballs reached.
- 55 pieces of coverage including national coverage in Daily Express, Daily Mirror and FHM, as well as the splash on the Liverpool Echo.
- Total OTS: 18,328,236
- Eyeballs per £1: 7,331