A digital PR agency has been recognised for its social media and podcast results at a major industry awards.
Outwrite PR’s work for British and Irish Eagles, a UK-based fan club of the Philadelphia Eagles, was shortlisted twice at the Public Relations Communications Association (PRCA) Wales & South West Awards.
The agency’s activity, which was up for for best digital and social media campaign and low budget campaign, focused on promoting the group’s brand from London as the Eagles prepared to take on the Jacksonville Jaguars at Wembley Stadium.
And in the aftermath of the campaign, British Eagles used its enhanced UK profile, influenced by Outwrite’s awareness-raising tactics, to build on plans to introduce a paid membership scheme.
Results included behind-the-scenes access to the official pep rally, a boost for the British Eagles’ social media and podcast statistics, and even a pint poured by the Eagles’ Super Bowl-winning legend Brent Celek.
Despite narrowly missing out on the awards, the agency’s managing director, Anthony Bullick, says making the shortlist shows the value of being reactive when it comes to PR campaigns.
He said: “Being nominated twice at the same awards is fantastic recognition of our team’s ability to create, innovative, and deliver results that make a difference for brands.
“At Outwrite, we know that only exploring one way to achieve an objective isn’t enough. So when we found out the Eagles were heading to Wembley, we headed to London to engage directly with British Eagles’ target audience while simultaneously producing content for the group’s digital channels.
“And this paid off, as we were on the scene to interview members of the Eagles’ roster, coaches, and cheerleaders, as well as secure coverage on a live Fox 29 Philadelphia TV report.
“Our work focused on building a genuine relationship, powered by meaningful content, between British Eagles and its current and potential members, which in turn helped establish the group as leading brand for UK fans.
Anthony added: “As an agency we’ve developed our skills to become specialists for sport PR campaigns. Our understanding of different sports, and what it takes to turn casual followers into committed fans, gives us a vital edge within the industry.”
In addition to the PRCA Wales and South West Awards, the agency’s British Eagles campaign was shortlisted for best sport campaign of the year at the PRmoment Awards, and the best mobile content campaign at the UK Content Awards.
Outwrite’s podcast for British Eagles has featured interviews with National Football League (NFL) journalists, members of the current Eagles roster, and Philadelphia Eagles’ senior vice president of marketing and media Jennifer Kavanagh.
In 2018, the agency liaised with BBC Radio Five Live and Eurosport to set up interviews with a fan club member who flew to Minnesota to watch the Eagles defeat the New England Patriots in the Super Bowl.