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Ice Hockey Club “Hamburg Freezers” mentionned in PR Report Awards 2006

May 24, 2006 on 4:06 pm | In General | No Comments

The “Hamburg Freezers” deserved a special mention in the category “longterm PR strategy” of the PR Report Awards 2006. The  agency Raike Kommunikation aimed to  raise acceptance and publicity for the hockey club that moved from Munic to Hamburg. Through intensive media relations and spectacular stunts they managed to position the hockey games as a family event, a spectator’s magnet and a part of Hamburg’s society.

Congratulations! This is a step torwards professional Sports PR…


Talent search through PR

May 16, 2006 on 5:29 pm | In General, Internal Comms | No Comments

The Lawn Tennis Association (LTA) wants  more Britons to play tennis and to ensure that elite players achieve success in the sport’s major competitions. Therefore LTA must shake off the sport’s middle-class image, and inspire children to choose tennis over video games and football.

In the past the association has been attacked for failing to nurture British stars. Neither current number one Andrew Murray nor his predecessor Tim Henman were LTA trained; Greg Rusedski is Canadian born. At the end of last year, Murray – who trained in Spain – blamed the LTA’s Cambridge Academy for ruining his brother Jamie’s tennis career.
(Source: PRWeek)

 My comment: Including PR in pushing british tennis is a good approach but the main homework has to be done on a sports level. If no sound sports training and education is provided to young talents, PR wont make the difference.
 


Coca Cola’s World Cup Campaign

May 16, 2006 on 3:20 pm | In General, Media relations, Event Management | No Comments

FIFA World Cup sponsor Coca-Cola has sole access to the authentic, solid gold trophy as part of its rights package. It began touring the cup through various countries in the run-up to June’s tournament and arrived in London in March, where M&C Saatchi Sport & Entertainment was tasked with creating a media event to maximise coverage.

The PR team wanted an event and photocall designed to deliver mainstream, as well as sports, news coverage. To have this, The Sun was given an exclusive preview of the World Cup trophy on the day it arrived in London, resulting in a double-page spread. The next day, the event team transformed Old Billingsgate Market into an “interactive football zone” with a specially constructed 600 seat auditorium. As well as journalists, 500 winners of a competition promoted across radio, online and print media were also invited. A photocall with Wayne Rooney and the trophy was followed by a 45-minute “chat show” hosted by Grandstand’s Ray Stubbs, in which he interviewed Rooney, Mark Lawrenson and Peter Shilton in a format designed to provide print media with newsworthy content in a controlled environment. Press information on the trophy tour was also distributed to various news and sports desks. One-on-one interviews with Rooney on BBC Radio Five Live and in the Daily Mail were set up to apear in the days after the London event to ensure continued exposure. FIFA representatives were also made available to media, leading to interviews on BBC1 news programmes and CNN.

My comment: Not a creative master piece, but with a budget comparable to Coca Cola’s one can “buy” a trophy and some world class football players and gain the attention wanted.

Read more about the campaign in PRweek, 5th of May 2006, p.20

 

H&K for Beijing 2008

May 16, 2006 on 2:56 pm | In General, Event Management | No Comments

The organising committee for the 2008 Beijing Olympic Games this week confirmed its appointment of Hill &Knowlton. The agency will advise the committee on comms as it battles critics of China’s human-rights record. The brief does not involve projects such as the torch relay, which is currently out to pitch.

Beijing is one of the most contentious venues chosen to host the Games. In a recent BBC News report, former Olympic rower Matthew Pinsent visited a sports school in the capital and discovered evidence of child gymnasts being beaten by their coaches. The Daily Mail showed photographs of lions tearing apart a live ox as Chinese bloodsport spectators looked on. It is expected that this is only the tip of the icebert. This is the sort of press coverage China can expect to receive.

(Source: PRweek, 5. May 2006)


“Fussball WM 2006″ - FIFA looses court battle

May 9, 2006 on 12:12 pm | In General, Consumer Relations | No Comments

In April FIFA lost a bid to trademark “Fussball WM 2006″ in Germany.  The International Football Association wanted the trademark to be used by its official sponsors only. This is now impossible at least in Germany. Ferrero and “Kulturwerbung North” sued for more freedom of advertising. Ferrero as the main winner of this battle will now advertise their products Duplo and Hanuta with the trademark “Fussball WM 2006″. A lot of companies decided to use other terms to avoid legal consequences. The case about the trademark “WM 2006″ is still open.

Joga bonito! ;0)