ESP was appointed to promote David Beckham’s first visit to Australia on behalf of adidas. My boss put me in charge of pre-promotion, which involved an idea I pitched, that involved developing, sourcing and producing special “23 days to go” jerseys and sending out to media alongside specialized media release as a special teaser to Beckham’s arrival and to create buzz.
We then organized a media opportunity with key adidas athletes (Jodie Henry and Ian Thorpe – Swimmers; Jana Rawlinson – Athletics; Willie Mason – Rugby League and Dale Thomas – AFL) wearing the hand made jerseys.
Results: Coverage included a seven-minute national radio interview, Melbourne and Sydney full-page newspaper articles, national prime time television news coverage and an adidas in-store segment being aired on Channel 10 program Sports Tonight.
This activity showed my ability to think outside the box by proactively coming up with a creative means of getting the clients brand messages across – in this case adidas’s all important LA Galaxy jersey.
To view the Sport’s Tonight segment, please go to: http://www.youtube.com/watch?v=k6JSsDyRelg