PR Team: Lexis PR
Campaign: News creation for Barclaycard Premiership
Barclaycard took over sponsorship of football's FA Premier League from
Carling this year and appointed Lexis to handle PR on a brief designed
to establish the brand as central to the public's perception of
To establish and help to 'validate' Barclaycard as the new title sponsor
of the FA Premiership, showing that it understands and supports the
Strategy and Plan
Lexis believed a light-hearted news story could be used to place
Barclaycard firmly in the minds of football fans. The concept would
involve an integral part of the game, but would not favour or criticise
a specific team or player in order to avoid alienating fans.
As a result, the nation was soon to discover that the BBC's John Motson
had the perfect voice for football commentary.
Using a technique called voice profile analysis, validated by a speech
therapist and a clinical psychologist, and backed up by an Omnibus
Survey of football fans, Lexis claimed to prove that 'Motty' was
Britain's best-voiced commentator.
The story was positioned as part of Barclaycard's ongoing research into
the fabric of the game, and was deliberately released during the week
preceding the England vs Greece game at Old Trafford, broadcast by the
BBC, when, coincidentally, Motson was celebrating 30 years as a
Measurement and Evaluation
Branded coverage appeared in five national and four regional newspapers,
plus on eight radio stations, as well as on 12 online news media.
Unbranded coverage appeared in a further three nationals, on four TV
stations, seven radio stations and six online media.
Barclaycard has successfully replaced Carling as Premiership sponsors in
the mind of the footballing public.