Sport - Golf tournament tees off on roof of O2

Campaign: BMW PGA Championship 2008 Client: BMW PR Team: Performance PR Timescale: May 2008 Budget: £40,000

 

The BMW PGA Championship is the most prestigious golf event in London and is held every year at Wentworth. Simply Red were the stars of this year's concert on the course, held on the eve of the championship.

Objectives

- To develop London-themed images to preview the championship

- To raise awareness of the event beyond a purely golf audience

- To promote the concert on the course and ensure pre-event media coverage.

Strategy and plan

Performance PR arranged for professional golfer Justin Rose and Simply Red singer Mick Hucknall to tee off from the roof of the O2 Arena on the morning of 19 May, followed by a press conference. Images were sent to national and international media.

Measurement and evaluation

The stunt was covered on BBC Breakfast, Sky Sports News, ITV, Channel Five, Eurosport and Setanta Sports. Print coverage included the Daily Mirror, Daily Express, Metro, The Independent and the Evening Standard.

Online coverage included the Daily Mail, The Daily Telegraph and Today's Golfer. The total media value of UK coverage was more than £216,000.

Results

The BBC used footage from the stunt to introduce its event summary broadcast on BBC1.

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