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| THE CHALLENGE |
To launch the corporation’s sponsorship of the event and to garner attention for the sporting event, JML worked with the company and its partner sporting organisation to hold a media day. This allowed media to participate in the event and challenge each other, and the reigning champions of the sport, in a series of games, with an eventual overall winner declared. National sporting stars came along to compete, giving serious bragging rights to the journalist who came out on top. Media were also given the chance to interview notable athletes who were sponsored by the corporation, and favoured to win the event. JML worked with the corporation to ensure these athletes competed in uniquely branded gear and that the event grounds were suitably themed and branded to maximize sponsorship exposure.
Helping a global corporation to gain interest, awareness and media attention for its sponsorship of a recent World Championships held in New Zealand was an enormous success. Given the low profile of the sport and gaining cut through and coverage for a minor sport in a “rugby mad” nation it was quite an achievement.
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| THE RESULT |
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The media event and Championships were a success. The media day helped to capture the interest of the journalists and held it throughout the World Championships, with coverage featuring the event from beginning to finals. The exercise generated 40 items of notable coverage featuring in major newspapers such as the Sunday Star Times and the New Zealand Herald, as well as items on TVNZ News, Radio New Zealand and Sports Tonight.
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