Sports PR (sponsorship activation; stakeholder)
Key takeaways
Media reach
%
Positive media coverage with at least one key message
Counties we secured coverage in
Overview
The Voneus Village Cup is the UK’s largest knockout cricketing competition, with more than 300 clubs across the UK taking part each year. Outwrite PR was engaged by Voneus to assist with PR and marketing communications as part of sponsorship activation activity to help get the brand in front of local and regional audiences.
The 2021 campaign focused on building awareness and engagement around the cup during the initial year of the sponsorship agreement with the competition. Voneus re-engaged Outwrite for the 2022 campaign to assist with PR and marketing communications which tell community-focused stories across the competition, as well as assist with The Cricketer’s wider promotion of the competition and engagement with local, regional, and national media outlets.
Objectives and planning
As part of Voneus’ brief to provide refreshing and creative communications, Outwrite contributed extensive creative input about promotional campaigns and activities which could run over the course of the 2021 and 2022 competitions.
Our PR and comms strategy highlighted key dates surrounding the competition and areas and topics which will highlight the community messaging behind the cup, focusing tactics around cultural dates such as Father’s Day and in the fortnight preceding the final to build engagement and interest ahead of the match.
Tactics
Organic and paid social media consultancy
Strategy and creative
PR photography
Media relations
Sponsorship activation
Example outputs
Example print media coverage
Example online media coverage
Example broadcast media coverage
Key outcomes
Against the main objectives to engage communities and clubs about the competition, communicate key messaging of supporting rural communities and building brand awareness of Voneus in build regions, key highlights include:
- 66 pieces of coverage in outlets with a total combined reach of 7.3 million across 16 counties in England and Wales,
- 46 pieces of coverage achieved in areas where Voneus is currently providing network builds.
Against the objective of developing a further understanding of how to best highlight the cup and Voneus’ involvement for future cup campaigns:
- Sport reporters and editors across more than 16 counties in England and Wales are now more aware of the competition and its impact on local clubs
- Initial story ideas and potential campaigns for the 2023 campaign have been provided to Voneus with a view of expanding on the foundational content covered in the initial two seasons of the headline sponsorship.
“Raising the profile of the Voneus Village Cup is one of our core goals with the competition, and we recognised that working alongside a sports PR agency such as Outwrite could only benefit that aim.
“Outwrite has been instrumental in not only identifying engaging and creative angles across traditional media releases, but its experience delivering strong sport stories to regional media has been invaluable to help build brand awareness and further embed the Voneus Village Cup into village communities.
“Outwrite was also a key strategic and creative partner, helping bring fresh ideas to the table to help with our own plans for the cup going forward.”
PR and comms awards for this campaign
Best low budget campaign
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