Campaign Get Closer to Andy Murray
Client Head Tennis
PR team Radiator PR
Timescale June-July 2011
- To maximise online views of the campaign video
- To increase traffic and 'likes' to the Head Tennis Facebook site.
Strategy and plan
Radiator PR held a press day where media were allowed one-to-one interviews with Murray. The Head 'Get Closer' Facebook page launched on 6 June and the PR team announced the campaign and video to key media, while the video was seeded online.
Measurement and evaluation
The campaign achieved more than 170 pieces of print and online coverage including in The Sunday Times, The Sun and Metro, two pieces of national TV coverage and on TalkSport radio.
The campaign triggered an increase of 25,000 fans on the Head Tennis Facebook page and more than 110,000 views of the video on YouTube in just three weeks.