FIFPro World XI Player Awards

Taylor Herring promote international ‘Soccer Oscars’

Activity

  • Celador International retained THBC to handle international, trade and consumer PR for the inaugural FIFPro World XI Player Awards.
  • The awards, which were the world’s first and only international peer-voted football awards, were staged at BBC Television Centre in September 2005.
  • A host of internationally renowned stars from the worlds of football, film, music, television and fashion gathered to celebrate the achievements of the world’s most gifted footballers.
  • Footballers present included international football stars Wayne Rooney, Frank Lampard, John Terry, Ronaldinho and Cristiano Ronaldo with celebrity appearances from Sven and Nancy, Denise Van Outen, Rachel Stevens, Liberty X and Jerry Hall to name a few.


Objectives

  • Drive international pre-awareness for the first-ever FIFPro World XI Player Awards.
  • Secure media attendance at the awards to maximise post event coverage.
  • Communicate the principle behind the awards to ensure media and consumer understanding.
  • Drive MasterCard sponsor mentions within all media coverage.


Strategy

  • Information about the awards was drip-fed to press for 9 months preceding the event date to drive credibility and stature for the awards.
  • Key publications were targeted for exclusive interviews with various footballers and FIFPro personnel in the lead up to the event.
  • All media were informed of nominations for the awards and the winners announcement was embargoed to all media at the ceremony.
  • A partnership with The Sun was implemented for a consumer voting mechanic around one of the awards to encourage positive coverage within this key national title.
  • Showbiz and football journalists were invited to attend the ceremony and were offered interview opportunities with the winners.
  • Media partnerships with Reuters and Empics ensured that all national and international media were serviced with news and pictures from the event.

 

Results

  • The campaign achieved a massive worldwide reach, spanning TV, radio, print and online in over 24 countries.
  • Over 450 print news and feature articles were generated
  • Front page news was achieved in the UK in The Daily Mirror and The Daily Star.
  • Coverage was achieved across showbiz and sports pages.
  • The sponsor Mastercard was well credited throughout coverage