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| THE CHALLENGE |
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Visiting sporting teams are up against a serious challenge when they play on New Zealand turf. Kiwis’ love of sport and pride in our home teams is a force to be reckoned with. Recently, JML helped a visiting international team with media and public outreach, with the objective of countering anticipated negative publicity and softening attitudes towards the team. The team approached JML to help build a strategy that reached media, sporting enthusiasts and the average New Zealander. The objective was to communicate the team’s passion for the sport and its history in the game.
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| THE RESULT |
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Recognising that the team’s visit would create column inches, JML’s advice was to take a proactive approach to media relations. JML built a multi-initiative proactive campaign that included: active media relations complete with media visits with the team, media participation in practise sessions, key influencer attendance at team trainings, public events such as youth clinics, key note addresses to sport-related fundraising dinners, welcome events for both teams and one-on-ones with key media influencers such as leading sports journalists, current affairs programmes and pre-eminent profile columnists. The result was in-depth, national print, radio and television coverage that showcased the team’s passion for, and excellence in, the sport. Team interviews and profiles appeared on Sports Tonight, TVNZ and in the Weekend Herald and in the New Zealand Herald. This mainstream and sporting coverage reached sports fanatics, a wider New Zealand audience and international media.
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