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CASE STUDY: Internal Communications Specialist Unit

Provided by Ptarmigan PR
Read how Ptarmigan Sports Marketing & Events sucessfully coordinated 22 Women's EURO 2005 fan parks.

What was the Challenge / Background of the Campaign?

The challenge for the events team was to Coordinate 22 Women's EURO 2005 fan parks, add value to the tournament and deliver brand standout for sponsors and interact with the North West public.

What was the Campaign Objective?

Main campaign objective was to deliver brand standout for sponsors.

What was the Solution?

Intensive campaign targeting media, fans and general public ensuring consumer interaction. Full events management role including logistical organisation of marquees, marketing literature, event branding, inflatable speed cage, table football tables 20,000 goodie bags and event personnel. Coordination of official UEFA partner-led activity including Euro Sport’s ‘Touchline Challenge’, Canon’s Camera crews, McDonald’s fitness challenge and MasterCard’s giant human table football.

What were the Results?

75,000 people participated in the Roadshows, and over 115,000 visited the Fan Parks. There was a record crowd of 29,000 at opening game between England and Finland

What were the Key Learnings of this Campaign?

22 events in short space of time particularly at football stadia takes some planning but with the right contacts and events team Ptarmigan helped drive record attendances and profile for women's football in the UK especially amongst the core target of families and teenage girls.

BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100kRecord crowd of 29,000 at opening game England and Finland
NON-TRAD OUTDOOR
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NorthAll YearBRAND STATUREEXPERIENTIAL
SAMPLING
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