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| THE CHALLENGE |
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In a closely-contested race, four world-class cities are vying to host a major international sporting event. As part of this the city bid teams visited New Zealand to spread the message about their individual strengths. Working with one of these cities, JML assisted with a media relations campaign to promote the city’s bid and showcase the unique features of the area. This presented an interesting challenge, as the other three cities were simultaneously aiming for the same coverage. JML’s task was to help this particular city stand out from the crowd.
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| THE RESULT |
JML worked to raise interest in this campaign by profiling the bid team’s members, the unique features of a city that is relatively foreign to many New Zealanders and the bid team’s sporting vision. The rigorous profile raising campaign resulted in a 2-day programme of 10 interviews for the bid team. Interviews included the country’s most high-profile national television show, radio and print outlets, resulting in six broadcast items and 10 written items that clearly articulated the city’s vision and strengths as a potential host. The coverage reached across general news, sports and current affairs media and appeared in international magazines.
JML Communications met all of the client’s goals and expectations.
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