Client: World Amateur Boxing Championships Limited
PR Team: Belfast City Council in-house PR team
Campaign: The World Amateur Boxing Championships
Timescale: Summer 2000 - June 2001
PR for the 11th World Amateur Boxing Championships (WABC) in Belfast was
handled by the city council.
The campaign was voted Best Media Relations Campaign in the IPR Local
Government Group awards.
To promote Belfast as a city capable of hosting major world-class events
and enhance its international image. To stimulate interest in amateur
boxing. To promote the city's facilities, including the Odyssey Arena,
where the championships were held.
Strategy and Plan
Target audiences were identified as: the local, national and
international boxing fraternity; boxing media columnists and
commentators; the general sports media and the local and national news
As well as pro-active media relations, the team promoted the event
through roadshows, which visited major towns and cities across
In the two weeks prior to the event a series of boxing clinics was held
in key locations in Northern Ireland.
Under the banner of 'Train with Wayne', youngsters could take part in
coaching workshops with the Belfast-born former world champion Wayne
An official website went live in November 2000.
Measurement and Evaluation
The WABC gained more than nine hours of broadcast coverage, including
slots on Grandstand. A cumulative UK viewing audience of 6.3 million
adults is estimated.
By the end of June the website had recorded almost 21,000 hits.
The championships had the largest-ever number of entries in their
history and almost 300 journalists attended.
The organisers said they were willing to stage future events in Belfast,
which they described as an 'exceptional' host city.