Charity: FitFlop star benefit scores hole in one

Campaign: FitFlop Shooting Stars Benefit
Client: Soujar
PR team: Lexis
Timescale: June-August 2011
Budget: £10,000

Lexis was appointed by Soujar Event Management to promote the 2011 FitFlop Shooting Stars Benefit celebrity golf tournament, raising funds for the Make-A-Wish UK Foundation.

OBJECTIVES

• To raise awareness of the tournament

• To direct traffic to the charity's site

• To raise the profile of footwear specialist and sponsor FitFlop.

STRATEGY AND PLAN

Key media were invited to 'caddy' for the celebrity captains during the tournament, generating a four-minute piece on Daybreak. Exclusive interviews were set up with the tournament host Samuel L. Jackson. A 60-minute TV special was negotiated and screened to buyers. A Twitter account was also created and populated with behind-the-scenes pictures and information, always linking to official sponsor accounts. Additionally, strategic photography and news angles were used to promote additional sponsors.

MEASUREMENT AND EVALUATION

The event received widespread coverage including pieces in ES Magazine, GQ, Metro and Daily Mail.

RESULTS

The campaign resulted in an 83 per cent increase in hits on the Make-A-Wish UK website during tournament week, while online sales figures for FitFlop almost doubled during the event.