Laver Cup
Laver Cup
2022
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The Challenge
Raise awareness and credibility for Laver Cup 2022 in the UK and internationally, and increase relevance to a broad audience by driving coverage in non-sports media pre-, during and post-tournament.
The Approach
Our strategy was to develop new comms strategies to run alongside our media relations to diverse reach and increase positioning. We needed to tackle consideration head-on by driving quality coverage amongst leading opinion-driving media. This combined with developing new culturally led angles and storylines to successfully engage a broad cross-section of consumer media
![Nadal and Federer crying holding hands](https://itsprettygreen.com/wp-content/uploads/2022/11/Screenshot-2022-11-07-at-09.05.38-min.png?t=1721381560&ratio=1.3585185185185 1834w, https://itsprettygreen.com/wp-content/uploads/2022/11/Screenshot-2022-11-07-at-09.05.38-min-1250x920.png?t=1721381560&ratio=1.3586956521739 1250w, https://itsprettygreen.com/wp-content/uploads/2022/11/Screenshot-2022-11-07-at-09.05.38-min-625x460.png?t=1721381544&ratio=1.3586956521739 625w, https://itsprettygreen.com/wp-content/uploads/2022/11/Screenshot-2022-11-07-at-09.05.38-min-350x258.png?t=1721381544&ratio=1.3565891472868 350w)
![Federer takes a selfie](https://itsprettygreen.com/wp-content/uploads/2022/11/632b5adfbcd7b.r_d.2751-1960-0-min.jpeg?t=1721381567&ratio=2 1200w, https://itsprettygreen.com/wp-content/uploads/2022/11/632b5adfbcd7b.r_d.2751-1960-0-min.jpeg?t=1721381567&ratio=2 1200w, https://itsprettygreen.com/wp-content/uploads/2022/11/632b5adfbcd7b.r_d.2751-1960-0-min-625x313.jpeg?t=1721381597&ratio=1.9968051118211 625w, https://itsprettygreen.com/wp-content/uploads/2022/11/632b5adfbcd7b.r_d.2751-1960-0-min-350x175.jpeg?t=1721381544&ratio=2 350w)
![A collage of newspaper coverage](https://itsprettygreen.com/wp-content/uploads/2022/11/MicrosoftTeams-image-6-min-1-1-2500x1337.jpeg?t=1721381543&ratio=1.8698578908003 2500w, https://itsprettygreen.com/wp-content/uploads/2022/11/MicrosoftTeams-image-6-min-1-1-1250x668.jpeg?t=1721381601&ratio=1.8712574850299 1250w, https://itsprettygreen.com/wp-content/uploads/2022/11/MicrosoftTeams-image-6-min-1-1-625x334.jpeg?t=1721381538&ratio=1.8712574850299 625w, https://itsprettygreen.com/wp-content/uploads/2022/11/MicrosoftTeams-image-6-min-1-1-350x187.jpeg?t=1721381595&ratio=1.8716577540107 350w)
The Solution
A six-month PR and Influencer Marketing programme driving non-stop news generation culminating in a sell-out event at the O2 and blanket national and international news coverage. Specific activities included:
- Negotiating a pre-tournament contra-partnership with HELLO magazine to drive re-occurring lifestyle coverage in the event build-up.
- Securing business profiling opportunities for the Founder and CEO
- Securing Laver Cup talent interviews with players including Federer, Djokovic, Nadal and Murray as well as captains John McEnroe and Bjorn Borg
- Delivering media relations for the gala dinner, London launch, venue previews, ball kid trials and charitable partnership with the then Duchess of Cambridge.
- Supporting Laver Cup’s VIP programme with a compressive celebrity engagement.
- Crisis and issues management support pre- and during the event.
Results
Pieces of Coverage
Online Reach
Pieces Directly Generated
Broadcast Interviews
Social Reach
Positive Sentiment