Shortlisted for best use of Broadcast in both the PRWeek and PRCA awards 2011
On Wednesday 13th April 2011, the global launch of PowerPlay Golf took place at The Celtic Manor Resort in Wales. Hailed as golf's equivalent to Twenty20 Cricket, PowerPlay Golf is a 9 hole format for professionals and amateurs, in which golfers choose to aim for one of two flags on the green, a White Flag and a Black “PowerPlay” Flag. In the game, golfers have limited “PowerPlays” and score extra points for net birdie or better when playing to the Black Flag. At the press conference on the day, assembled journalists were informed about POWERPLAY GOLF: IGNITION, the first of a series of three unique televised professional golf tournaments, to be broadcast live worldwide in 2011. Our role was to maximise broadcast coverage around the announcement, using limited access to players and PowerPlay Golf spokespeople.
- Raise awareness of the global launch and first event to take place at Celtic Manor on Monday 30th May 2011
- Explain what PowerPlay Golf is and position as doing to golf what Twenty20 has done for cricket
Strategy & Plan:
A comprehensive multiplatform broadcast media relations exercise was undertaken, with leading broadcasters invited to the event and content provided to those unable to attend. A temporary radio studio was built and satellite truck established onsite to deliver more than 20 live interviews with UK, US and International broadcasters. B Roll of the press conference, game being played and key interviews was also produced for global satellite distribution. A multi camera outside broadcast unit simulcast a live feed of the press conference to media unable to attend and across major golfing websites, as well as the PowerPlay Golf website and Facebook page. The set used for the press conference was then adapted for a live interactive WebTV Show, which appeared on multiple golf, sport, news and lifestyle websites, giving golf enthusiasts around the world the chance to find out more about PowerPlay Golf and put their questions to Ryder Cup star, Paul Casey and PowerPlay Golf Chairman, Ken Schofield.
Interviews were secured with CNBC Europe, CNN, Al Jazeera, Sky Sports News, Fox News, The Golf Channel, BBC Radio 1, BBC Radio 2, BBC Radio 4, BBC Radio 5 Live, BBC World Service, talkSPORT, Sky News Radio, BBC Wales, ITV Wales and multiple regional stations. B Roll shot in advance of and during the launch was used by multiple broadcasters, including Chris Hollins on BBC Breakfast, who discussed the announcement on the sofa the following morning. Over 100,000 people visited the PowerPlay Golf website for the live press conference, with additional online coverage secured on sites including ESPN, Sky Sports, Golf International Magazine, Today’s Golfer, Golf Monthly, CNBC, Wales Online and Sport.
“It was the biggest day in our history so far, and markettiers4DC turbocharged it beyond belief. We expected 10,000 viewers during the hour: they gave us 100,000 in the first four minutes. I loved working with them – what a team” Andy Hiseman, Executive Director, PowerPlay Golf.
Highlights From The Day