Broadcast: WWE creates smash hit wrestling tour

Wrestling entertainment brand WWE tours the UK twice a year. Shine's job is to drive attendance and get coverage for the brand. The biggest challenge is to get the media to write about a tour that has not changed much in the past eight years.

WWE: wrestling tour
WWE: wrestling tour

Campaign WWE World Tour
Client WWE Events
PR team Shine Communications
Timescale April-November 2010
Budget £20,000

Objectives

  • To generate positive perceptions of WWE
  • To drive ticket sales and achieve at least 75 per cent capacity across all events.

Strategy and plan

The PR team met producers of the top five media targets well in advance of the tour. It then worked with them to develop bespoke feature ideas. These included a thumb war between presenters and refereed by WWE Superstar The Miz on Blue Peter; Harry Hill's character Wagbo, on Harry Hill's TV Burp, being invited to wreak havoc backstage and a feature for BBC Newsround about whether boxers or wrestlers are tougher.

Measurement and evaluation

Shine achieved a total of 100 pieces of coverage, including a 13-minute feature on Blue Peter and an interview on ITV1's Daybreak.

Results

Capacity for UK tour dates averaged 81 per cent, with Scotland, London and Manchester selling out completely. The London event's ticket sales increased by 20 per cent following the Daybreak feature. The campaign has been shortlisted for a PRWeek Award.

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