— The Client

The Ice Hockey Classic sees North America’s finest players from Canada and the USA head down under to square off against each other over a series of high-intensity showdowns.

As well as showcasing the highest quality ice hockey to Australia fans, the Ice Hockey Classic raises awareness and funds for the StopConcussions Foundation, in association with Brain Injury Australia.

Category
  • —Lifestyle
Services
  • —Brand & Partnership Activation
  • —Influencer Marketing
  • —Public Relations

— The Situation

Off the back of four consecutive Australian series, the fifth anniversary tour welcomed an unprecedented all-star cast of professional hockey players from the best international leagues, including the NHL, going head-to-head across four action packed games in Newcastle, Sydney and Melbourne in June, 2019.

Due to urgent engagement, the Greenpoint team needed to work rapidly to produce a full campaign strategy in less than a week, developing a multi-channel approach that aimed to secure media and influencer coverage within key target markets.

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— The Solution

Greenpoint Media were appointed to an intensive PR, communications and influencer campaign to build brand awareness for the 2019 Ice Hockey Classic tour events in Newcastle, Sydney and Melbourne, engaging with the brand’s key target audience across multiple channels.

The primary focus of the campaign was to earn organic media coverage to generate awareness of the 2019 Ice Hockey Classic tour and subsequently promote ticket sales and event attendance.

The campaign also helped to raise awareness for the StopConcussions Foundation and attempted to address the important topic of head injuries and concussion in the sporting community within mainstream media in Australia.

— What did we deliver?

PUBLIC RELATIONS:
A strategic PR campaign with a focus on announcing the tour, liaising with key media outlets and the ongoing distribution of media angles to ensure mass reach.

BRAND & PARTNERSHIP ACTIVATION:
Leverage the tour’s corporate sponsors, as well as seeking new partnership opportunities in order to activate the campaign in-person via brand collaborations, shared content distribution and talent appearances.

INFLUENCER MARKETING:
Extending the reach of the campaign through the management of an influencer marketing strategy to increase awareness and drive ticket sales on social media pre, during and post series.

— Results:

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Public Relations

11 million - Combined Estimated Reached

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Brand Activation

3 - Major Brand Partners Secured

2 - Branded Events Coordinated

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Influencer Campaign

1.9 million - Combined Reach

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— Summary

Greenpoint Media’s 2019 Ice Hockey Classic campaign reached an audience of over 11 million, returning an unparalleled EV ROI for the organiser, when compared to previous year’s efforts.

With coverage spanning a wide range of media from mainstream and sport on a national level, through to lifestyle/family focussed publications at hyperlocal level, Greenpoint Media was able to exceed reach objectives that went beyond the sporting world. Particular highlights include features segments on ABC News Breakfast, Studio 10, The Today Show, both Fox Sport’s Bill & Boz Show and The Matty Johns Show, as well as TV news coverage on Channel 7, 9, 10 and a Herald Sun one page print.

Greenpoint Media’s ability to work closely with the client to create media worthy opportunities, such as liaising with Melbourne’s Western Bulldogs and Sydney’s Giants AFL & Netball marketing teams to create media worthy opportunities, as well as establishing and coordinating major brand partnerships with Carl’s Jnr and Fed Square’s The Winter Village, is what took the campaign to the next level. 

Most importantly, the campaign was engaging and a great way to showcase Ice Hockey to the Australian public, and spread the important message of preventing concussion in sport to not only supporters of the game but ALL Australians.

Client: Ice Hockey Classic 2019
Website: Ice Hockey Classic

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