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Our role
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Here at markettiers4dc, we have a dedicated and passionate sports team to bring your sporting broadcast campaigns to life. We work with brands and organisations – big and small – to maximise coverage for sports campaigns. Whether you’re looking to raise awareness of your sponsorship, launch an event or product, engage more with fans, markettiers4dc offer creative and innovative solutions to get you in the limelight. Our recommendations are based on a clear understanding of your aims, the brand’s characteristics and the broadcast media diet of the target audience.
Our
PAGE 03 Over 18 years experience providing broadcast consultancy and coverage to the UK communications industry Over 16,000 items of editorial radio and online coverage generated last year Over 70 live webTV shows and 100 hours plus of video produced last year Winners of New Media Age and Revolution Awards and shortlisted as Brand Innovator of the year at Marketing Week Engage Awards PR Week Award winners for Best Use of Broadcast and Best Live Brand Experience respectively Five fully equipped broadcast studios incorporating down the line TV broadcast facilities Regional, national and international broadcast outreach Founding broadcast partner of the CIPR, Broadcast Partner PRCA, PR Week vodcast producer and IAB podcast partner Member of the IAB Video and Social Media Council Recognition of our success comes from more than 93% client retention
broadcast
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On every project, regardless of size, the most appropriate members of the core team of 24 broadcast media consultants engage with the client to establish key aims and objectives and discuss potential issues and solutions.
our services editorial
PRoDUCtIoN & MEDIA RELAtIoNS: Broadcast interviews (Radio, TV and online) Audio feature/ podcast Video feature B Roll WebTV programming Competitions (Radio and online) Viral development Newsbites Outside broadcasts
through the line Promotions Sponsorship Vignettes Live read activity Brand funded programming
research Story angle creation Consumer and B2B research (UK and Global) Online focus groups
We then seek specialist input across the relevant sectors and specialists within markettiers4dc – the TV, radio and online media liaison teams; our digital and technical services department; and our audio/visual production unit - to inform our strategy development. Most importantly, all those teams also have input in terms of the campaign creative. We will develop original angles to deliver the campaign objectives and capture the interest of the target media.
In-house production facilities, including our new Virtual Studio, allow us to create audio and video broadcast quality content quickly and cost effectively.
5 studios
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3 edit suites
10 in-house production staff
2 OUTSIDE BROADCAST UNITS
case study
PAUL CASEY RADIO INTERVIEWS
PAGE 08 BACKGROUND Our role was to maximise broadcast coverage for the global launch of PowerPlay Golf which was taking place at Celtic Manor in South Wales. A comprehensive multiplatform broadcast media relations exercise was undertaken, with leading broadcasters invited to the event and content provided to those unable to attend. A temporary radio studio was built and, along with a satellite truck, enabled live global TV and radio interviews with Ryder Cup star Paul Casey and PowerPlay Golf Chairman Ken Schofield. The launch press conference and an interactive WebTV show were streamed live from PowerPlay Golf’s website and Facebook page. This campaign was shortlisted in the Best Use of Broadcast category at this year’s PR Week and PRCA awards.
RESULTS Interviews were secured with global, national and regional TV and radio broadcasters, including CNN, Fox News, Sky Sports News and Al Jazeera. The B Roll taken at the event was used by several broadcasters, including BBC Breakfast who discussed the launch at length. Over 100,000 people viewed the press conference on the PowerPlay Golf website with additional coverage across a hosted of targeted news and sport websites.
INTERACTIVE WEBTV SHOW ON FACEBOOK
PRESS CONFERENCE LIVE STREAM
case study
PAGE 10 BACKGROUND In October 2011 the 2000 Olympic 100m champion Maurice Greene was unveiled as Eurosport’s analyst for the London 2012 Games, following a successful World Athletics Championships working with the broadcaster. As part of the announcement the former world record holder visited London to see the Olympic Park firsthand and speak to the media. We worked with Eurosport to ensure limited access to Maurice was used to maximise broadcast coverage and raise awareness of the extensive 2012 coverage that will be appearing on Eurosport and create buzz around the programming for London 2012.
“We worked with Eurosport to ensure limited access to Maurice was used to maximise broadcast coverage”
RESULTS Interviews were secured with stations including BBC Radio 2, talkSPORT, Sky and regional BBC stations including BBC Radio Kent, BBC Radio Leeds, BBC Radio Sheffield and BBC Radio Bristol, amongst others. Despite the high potential for jet lag, following a flight from LA to Miami and then on to London, Maurice engaged well with interviewers and consistently delivered key messages for Eurosport throughout the studio session of interviews.
case study
PAUL CASEY RADIO INTERVIEWS
PAGE 12 BACKGROUND BT is an official partner of the London 2012 Olympic and Paralympic Games and a Premier Partner of the London 2012 Cultural Olympiad. One hundred members of the public from across the UK have been specially selected through BT’s Storytellers campaign to tell the story of the London 2012 Olympic and Paralympic Games. The final Storytellers group represents every region of the UK and comprises bloggers, social networkers, artists, writers, poets, graphic designers, film-makers, photographers and musicians, who will be documenting the build-up to the Games. Our role was to maximise broadcast coverage round the launch event, which was designed to unveil those chosen and also announce the launch of the campaign website. 15 of the selected Storytellers, one from each region of the UK, joined Lord Coe and BT Ambassador Daley Thompson for a photo shoot at St. Pancras Station, before departing for a tour of the Olympic Park. Our crews were present at St Pancras and on the tour, capturing video and audio content which was then edited and sold in to broadcast media.
RESULTS From the distribution of content captured on the day and ad hoc interviews, we secured more than 100 broadcast opportunities. On air highlights included Sky Sports News, BBC South East, ITV Anglia and BBC Scotland. Standout online coverage included the Express, Daily Star and Sky Sports News websites.
case study
PAGE 14 BACKGROUND The Mars Refuel Drink Fund helps individuals and clubs to “play longer” by providing financial support to those that need it most. Since its launch, we have been raising awareness of the fund, which has now helped more than 15,000 people facing financial barriers to starting an active lifestyle, or continuing in their chosen sport. STRATEGY Using our research agency we have developed newsworthy stories exploring the barriers to participation people face, the cost of starting and continuing in specific sporting disciplines and the motivation behind participation, which included revealing Britain’s most inspirational sporting moments (Torvill and Dean’s perfect score in 84, England’s 66 victory and Dame Kelly Holmes double gold in 2004, in case you were wondering). These creatives have provided excellent platforms for key message delivery, via on air and online broadcast tactics, leveraging access to Mars Refuel sponsored Olympic and Paralympic athletes. This has included broadcast interviews and online video with the disabled skier Tim Farr, Olympic silver medal winning rower, Matthew Langridge, Taekwondo champion, Aaron Cook, and former World Triathlon Champion, Helen Tucker.
RESULTS Over 400 on air broadcast opportunities and 20 items of online coverage secured to date.
case study
PAGE 16 BACKGROUND Assets available to leverage Castrol’s association with football, have included ambassadors of the game (former players and current managers) and the brand’s intellectual property, such as the Castrol Rankings and Index (team and player performance ratings), Castrol Predictor (for calculating the probability of match outcomes) and Castrol Moments (footage of twelve of the greatest moments caught on camera from FIFA World Cups). In the build up to the FIFA 2010 World Cup in South Africa, live interactive WebTV shows were produced, giving fans the chance to put their questions to Alan Shearer and Ronald Koeman, as well as view a selection of the greatest World Cup moments and the latest Castrol Rankings data, in order to bring the content to life and spark discussion points. Exclusive content was streamed via a bespoke application built for
the Castrol Football facebook page, resulting in a 25% increase in fans. Editorial coverage was secured on multiple third party sites, including The Sun Online and Telegraph TV. This successful strategy was replicated in the spring of 2011, with former England manager Glenn Hoddle and player Ray Wilkins, previewing UEFA 2012 qualifying matches. Subsequently, Castrol’s LMA partnership was leveraged to provide access to film the 4 west midlands Premier League managers (Hodgson, Houllier, McArthy and McLeish) in discussion. The resulting content was edited into the Castrol Edge Managers’ Forum, which was uploaded to Castrol’s online assets, video aggregators and sold in to highly indexed third party websites (including ESPN, The Daily Star and Nuts), generating valuable coverage in the closing weeks of the 2011 Premier League season.
DAILY STAR CASTROL EDGE MANAGER’S FORUM
Facebook live webchat tab express speak to alan shearer & ronald koeman
case study
PAGE 18 BACKGROUND Fulham FC’s official betting partner bodog.com wanted to leverage their ‘official betting partner’ status with Fulham FC, given their extraordinary journey in the 2010 Europa League. The morning after the Semi-Final win over Hamburg, we suggested doing a Europa Final Preview WebTV Show on the Monday night before the Wednesday evening final. STRATEGY With just a few days until the big game, we filmed voxpops with Fulham fans and created engaging team graphics & stats to drop into the live show featuring footballing legend and pundit Alan Brazil, alongside a betting expert from bodog.com.
RESULTS 7 sites trailed and streamed the WebTV Show, including Metro and Daily Star, with a potential audience reach of more than 13 million. Hundreds of questions were submitted and thousands watched either the live or on demand version of the WebTV Show.
As well as the pre-promotion secured on third-party, independent websites, Fulham FC alerted their fans to the show via email.
Fulham FC Team graphic
Daily Star Football Page
case study
PAGE 20 BACKGROUND markettiers4dc has been working with the Cricket Foundation and the MCC to raise awareness of their National Cricket Day since 2009. Using in-depth research about parents and children’s sporting habits and adults’ experiences of school, we have been able to create successive and successful media stories which have captured the imagination of national and regional media. To support the research stories, we have been joined in the studio by captain of the Ashes and World Cup winning England ladies team, Charlotte Jenkins, former players Mark Ramprakash and John Stephenson and Chief Executive of the MCC, Keith Bradshaw.
RESULTS In our three campaigns with the Cricket Foundation we have secured over 300 radio and TV broadcast opportunities and developed creative ideas that have resulted in widespread national and regional print coverage.
case study
PAGE 22 BACKGROUND markettiers4dc was brought in to manage the entire broadcast media relations of the announcement of the 2010 GB Rowing Team – from Redgrave & Pinsent Lake – the day before the announcement was made. STRATEGY To maximise access to the athletes and publicity across all media forms, we interviewed 30 rowers and 2 coaches – creating B Roll for TV news, video content for online, and audio content for radio stations in the vicinity of each athlete’s home patch. That afternoon and throughout the night, we edited all the content and distributed across the TV and radio, national and regional networks to be used the following day when the team was to be officially announced. B Roll content was also used to create a 3.5 minute video feature previewing the season ahead.
RESULTS TV coverage secured on BBC Wales TV, BBC 1 North East & Cumbria, STV West, STV North, BBC East TV, S4C, Ulster TV Radio coverage on more than 20 stations including BBC Radio 5 Live and BBC Radio 1 The video was ranked #1 on YouTube for ‘GB rowers’ or ‘GB rowing’ search – with over 5,000 views to date Editorial coverage of the video secured on: Mail Online Daily Star Express The Independent Male Xtra AOL Easier TalkTalk
GB ROWING IN ACTION Jurgen Grobler Men’s Chief Coach Greg Searle MBE
if you require more information, Please contact Daniel Stainsby, Head of Sport E Daniel.Stainsby@markettiers4dc.com T 020 7253 8888 F 020 7253 8885 @markettiers4dc www.markettiers4dc.com A Northburgh House 路 10a Northburgh Street 路 London 路 EC1V 0AT