EVENTS PR: PR knockout aids Belfast boxing push

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

Budget: £150,000

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.

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