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UMBRO.COM: Targeting Football Fans
Background
The launch of UMBRO.COM was seen as an opportunity to create a first-rate football news site and offer Umbro football merchandise to a global audience.
PR Brief
- Launch UMBRO.COM to football audiences: boys 14-18 years and men 18 plus
- Drive traffic to UMBRO.COM and keep audiences loyal to the service
- Achieve ambitious user and sales targets within a short period of time
- Support all Umbro kit launches including England jerseys and strip, club strips and Pro Training Kit and drive online sales
Activity
- UMBRO.COM celebrity launch event at Wembley Stadium
- Established and maximised strategic partnerships with key media such as Virgin Radio, Mega Star and the Sun Online
- Worked closely with key titles such as Football Unlimited, Match and Four-Four-Two to position UMBRO.COM as the leading football authority
- Promoted the 'Skill Centre' section of the site offering advice from leading players such as Michael Owen to aspiring young football stars
- Created themed events and promotions to support launches of the England strip, club strips and Pro Training wear
Brand Building Initiatives
- Sponsorship of Virgin Radio's 'Rock n' Roll Football' Show
- Media exploitation of UMBRO.COM's sponsorship of Eric Cantona's Pro Beach Soccer Tournament
- Official kit provider for the Vinnie Jones film 'Mean Machine'
- UMBRO.COM FA Cup Party (raising over £12,000 for the NSPCC Football FULL STOP Campaign)
- Launched the UMBRO.COM World Cup site "Bunk Off"
Results
- Over 150 journalists attended the Wembley launch of UMBRO.COM, which received blanket newspaper and broadcast coverage
- Fresh Communications generated on average 30 pieces of quality coverage per month
- Traffic to UMBRO.COM increased by over 105%, in the period leading up to and immediately after the ProBeach Soccer event in Hyde Park
- Our PR initiatives took UMBRO.COM from 0 to 35,000 daily users in its first year
- Umbro sports wear and products were used to secure feature and competition opportunities in key lifestyle press ranging from SM:TV, Maxim, Loaded, Teletext, The Mirror, The Sun, The Guardian and all niche football titles
- In the year following the UMBRO.COM launch event Fresh Communications generated print coverage worth £537K in equivalent advertising spend
- High levels of coverage resulted in the continuous growth of UMBRO.COM's online sales both within the UK and globally
Following on from the successful launch of UMBRO.COM, Fresh Communications was appointed to manage the communications for sister sites Onefootball, USLsoccer.com and the holding company the Sportsio Group.
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