Campaigns: Sport - Birmingham curry contest is hot stuff

Campaign: The Big Blues Football Curry
Client: visitbirmingham.com
PR team: Hatch Communications
Timescale: November-December 2009
Budget: Less than £10,000

Hatch was asked to develop a cost-effective stunt to attract national and international media attention to Visit Birmingham's sponsorship of Birmingham City FC.

Objectives

- To align visitbirmingham.com with Birmingham City FC

- To engage with football fans

- To generate awareness of Birmingham.

Strategy and plan

Hatch used National Curry Week to create a Birmingham City FC-themed curry. Three weeks prior to a home match in November, players went head-to-head producing their own curries for fans, which were judged by local journalists and chefs. The Blue Queudrue, the creation of City defender Franck Queudrue, was named the winner.

Measurement and evaluation

The Daily Star ran a full page on the morning of the game and BBC Radio West Midlands carried out a live feed from a pub where samples were given away.

Coverage also appeared on the BBC, ITV, Sky Sports, Sky Sports News and Premier League World.

Results

More than 1,000 samples of The Blue Queudrue were given out to fans on match day and served to 2,000 hospitality guests. Hits to visitbirmingham.com peaked at 103,000 during the campaign, the highest since launch.

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