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Our client is the organiser of the world’s longest and toughest horse race attracting riders from around the world, including the UK and Europe, North and South America, Asia, Africa and Australasia. Having run for 15 years the race has firmly established itself amongst the global equestrian community and its press. However, our client’s ambitions for their flagship event are now much greater, with exciting plans to make the race more mainstream, increasing its visibility amongst new audiences, across new media platforms, and raising its profile globally.

The Campaign

With the equestrian press around the world already geared up and following the event, our client tasked us with the challenge of securing earned media opportunities outside of the equestrian press, instead focusing on mainstream news and lifestyle outlets, including broadcast (TV/radio) and traditional media, across their three biggest territories, namely the UK, U.S. and Australia. Challenge accepted.

Knowing this media well, and what interests them and their readership, we pulled on the human elements of the race, crafting territory specific news hooks for each region that we knew would garner press appeal. The tactic would be to go to press post-race and with the equestrian media already putting pen to paper, we knew we had to act quickly before stories started to run. Using our little black book and database of 250,000 journalists worldwide, we got to work.

The Results

In little over a week, we secured coverage in all three of our target regions, reaching an audience of over 145 million readers and listeners across, TV and radio, traditional in print and online media, and social platforms, with more than a third of this coverage containing backlinks to boost their rankings on major search engines. News and media outlets secured included:

  • BBC News Online
  • BBC Radio Shropshire
  • BBC Midlands
  • BBC World Service
  • GB News TV
  • ABC Melbourne
  • ABC Victoria
  • Nine News 6PR Perth
  • Fort Worth Reporter
  • FTWtoday

    • The goals of the challenge were well and truly met. The results from our campaign meant that our client’s marquee race was amplified in front of the eyes and ears of new media mediums, new audiences and in new territories worldwide, with significant airtime given on all broadcast opportunities. Our ability to act quickly and craft news-relevant narratives were key to the success of this campaign along with being able to tap into our extensive press contacts to take this story global.

    Do you have a story that you want to tell the world about? Are you looking to increase the visibility of your brand, product or service, placing it in front new audiences, customers, and in new regions? Let us help you tell that story by getting in touch here or contacting us now on 01242 335246 / hello@headonpr.co.uk.

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