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Paddy Power: Bring the Brand to Life
Background
In keeping with Paddy Power's reputation for irreverent humour, Fresh Communications launched Paddypower.com in June 2000 via a press event in Dublin, with guest speaker Nick Leeson, under the banner of "The Longest Losing Streak in History".
Launch Event
An extensive media campaign was undertaken by Fresh Communications to target all key sports media, consumer lifestyle magazines and the business sections of national newspapers, with activity including:
- 12 journalists attended the Dublin launch event alongside Irish media
- A series of one-on-one media briefings were set up with Nick Leeson and Paddy Power's co-founder Stewart Kenny
- The launch event was immediately followed up with an extensive relationship building campaign amongst consumer, sports and business press
Launch Results
- More than 200 pieces of coverage reaching a readership of 14,139,814 people
- Exclusive interviews with Nick Leeson appeared in consumer lifestyle magazines including Maxim and Loaded
- Profiles in key sporting and business press such as The Daily Mirror, The Sun, The Evening Standard, FT, Bloomberg and CNN
- The publishing of commentary pieces and letters to the editor from Paddy Power executives
- Paddy Power was featured in every article about the UK betting industry alongside the other major bookmakers
The success of the launch firmly established Paddy Power as a force to be reckoned with and paved the way for the company's successful IPO on the London Stock Exchange in the summer of 2001.
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