NCAA hires Atomic for March Madness anniversary

NEW YORK: The National Collegiate Athletic Association has hired Atomic PR to develop a campaign celebrating 75 years of March Madness.

NEW YORK: The National Collegiate Athletic Association has hired Atomic PR to develop a campaign celebrating 75 years of March Madness.

The organization brought on Atomic in August after a review. The campaign's goal is to raise awareness of the anniversary, as well as everything the NCAA does for the championship event, said Libby Langsdorf, VP and MD at the agency.  

“We see it as an amazing opportunity to expand March Madness beyond just the people who know the tournament. [The firm will also] help consumers and the general public see all of the work that the NCAA does in communities, schools, and with players and coaches throughout the year that culminates in the March Madness tournament,” she explained.

NCAA representatives said in a statement that the organization is working with Atomic's team to “leverage its creativity, media relations, social expertise, and clever use of analytics to get the most out of” the campaign.

With a team of nine staffers in its New York and San Francisco offices, the agency will target a “broad range of media outlets,” said Langsdorf. It will engage “everybody from hardcore March Madness fans, to people who just watch the tournament, to people who have never seen a college Division I basketball game before,” she added.

The firm will reach out to sports and consumer lifestyle outlets and trade media during the effort, Langsdorf added. While the firm will likely work on some social media and digital efforts for the initiative, she added that those plans have yet to be finalized.

Event planning and execution is also part of Atomic's scope of work for the campaign, Langsdorf said. The agency is planning to roll out events from now through the 2013 Final Four next April.

Langsdorf said the account is “one of the latest pure consumer wins” for the tech specialist firm, which is involved in “several other consumer-facing reviews” at the moment.

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