NZ Football / FIFA U20 World Cup

FIFA U20 World Cup

Brief

Working alongside the FIFA local organising committee and NZ Football, maximise exposure for the competition and drive consumer engagement and ticket sales throughout all regions.
Further build a platform for the sport in New Zealand by creating a profile around the NZ team.
 

Solution

Pead PR devised an intensive media relations campaign exploiting media interview opportunities for participants and Local Organising Committee personnel and telling the myriad of stories of the tournament. We worked with the LOC to identify all of the media angles within the tournament and with the NZ team to act as local spokespeople. A heavy media relations campaign pre-tournament resulted in a tidal wave of publicity for the tournament. The team also managed to capitalise on a visit by HRH Prince Harry of Wales to take part in a public five a side to publicise the tournament.
 

Result

Great take up on tickets from NZ public including sell out opening ceremony and final events. The event was the subject of 74 front page items. A total of 7,901 media reports mentioned
the FIFA U-20 World Cup New Zealand during this period and this coverage had a potential audience/circulation of 129,252,413 and an advertising space rate (ASR) of $10,118,083.
http://www.fifa.com/u20worldcup/