Beach Volleyball UK – Sports & Leisure PR Case Study

Client Objective

• Raise the profile of the sport in the UK and start to build an audience for the GB squad
• Help to alter some of the common misconceptions made about the sport in this country
• Increase awareness of, and attendance at, the CEV English Masters tournament which was held in Blackpool in September; the only professional international beach volleyball event to be held in the UK
• Promote Blackpool’s role in developing the sport in this country

Strategy and Implementation

• Player interviews and photo-shoots: with an emphasis on features in the quality press, broadcast and online media
• Creative features: to introduce the unique relationship between Blackpool and beach volleyball
• International press trips: to showcase beach volleyball at its best ahead of the English Masters event
• Travel features: highlighting Blackpool as a weekend away or day-trip destination during the course of the volleyball event
• On event PR: inviting and liaising with international, national and regional press and broadcast outlets at the English Masters tournament

Results

• Extensive high profile coverage secured for all members of the GB Olympic programme
• Widespread coverage delivered across the national and regional media in the lead-up to the English Masters tournament
• Numerous international, national and regional media outlets in attendance at the Blackpool event
• 30,000 extra visitors in Blackpool across the course of the volleyball weekend (far surpassing the 20,000 target)

Examples of Press Coverage