PROMOTER/MEDIA RELATIONS

Consulting

Commercial

Strategy

Event Promotion

Media Relations

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“Colin has provided a first-class service to local events and has an excellent track record in growing and nurturing the tournaments he has been involved in. We have had excellent feedback from players, organisers and fans on the work he has undertaken to promote and market the sport.

 

He has been central to the success of the women’s tennis event at Barnstaple and his work with the media and local business community has brought fantastic exposure to the tournament. 

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In addition, the players love coming to this friendly, well-run and well-promoted event.”

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Roger Draper
Former CEO, LTA|British Tennis

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Challenge

This new tournament was part of a local community business partnership initiative between my company (an existing business partner to Team Tarka), Team Tarka (an HPC/not-for-profit host centre), the LTA|British Tennis and the ITF, along with North Devon Council, and several other regional business partners, stakeholders and advertisers, to raise awareness of the sport and increase participation levels across the SW region. 

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Solution

  • I ran ongoing media relations campaigns with supporting brand marketing activities that achieved a combined international media reach in the millions, across all available media platforms and marketing channels. 

  • The high levels of media support and coverage significantly increased our audience size, year-on-year, for both those attending and those following the tournament. 

  • The media exposure and increased awareness also helped to create a viable commercial product with new marketing opportunities, including sponsorship, hospitality and audience touchpoints for stakeholders and business partners to leverage their brands. 

  • The tournament became the UK’s highest-ranked and best-supported women’s indoor hard-court event after only two years. At its height, it attracted players ranked 50-120 in the world, and sat 4th in overall UK status behind the WTA’s summer grass-court events at The Championships, Wimbledon, the AEGON International and the AEGON Classic

  • The event returned significant re-investment into Team Tarka’s community and school’s ‘outreach’ coaching programmes.

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Results

  • Brought professional tennis to over 12,000 regional spectators.

  • Increased player attendance rankings, year-on-year: 2008: WR 80-791, 2011: WR 62-138, 2012: WR 51-120.

  • Increased the online audience, year-on-year (2008-12): 2009: 9,000+ unique users, one million+ site hits. 2012: 20,000+ unique users, four million+ site hits.

  • Introduced Social Media to the event in 2010 for news, results and player/fan engagement. 

  • Obtained over 10,000+ global PR mentions across all our Comms channels

  • Achieved substantial coverage in all leading UK, and overseas news/tennis print media.

  • Obtained live coverage on all the main UK broadcast (TV & Radio), streaming and digital platforms. (see my Press Clips file, YouTube and Twitter feeds).

  • Raised over £100K in funding from contra-services, advertising revenue and sponsorship.

  • Generated over £180K (over my six years) from ticket sales to re-invest back into the Tarka junior coaching and school’s ‘outreach’ programmes.

  • Negotiated/attracted local businesses as Centre Partners, adding a further £35K p.a. in development funding.

  • Helped the LTA to identify, test and deploy positive improvements across the GB Pro-Series tour.

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