Giant Rugby Ball Sydney 2010
H&K's solution was a comprehensive media campaign,
implemented in stages from time of announcement in August; arrival
in Sydney on September 2; period of appearance and through to
departure date on September 12. Each media platform, genre and
outlet was targeted with tailored media materials and angles.
A host of events and photo opportunities including the All Blacks
and Wallabies Captains shoot were also scheduled and held at the
Ball, generating wide interest across sports, news, event and
social media.
During the 10 day period the GRB was in Sydney, 26,676 consumers experienced the multi-media tour; by far exceeding the initial KPI of 18,000. Sydney's GRB appearance saw the largest number of people go through the GRB on any one day with 3,834 people going through on September 12th .
From time of announcement until day of departure, the GRB featured in 223 articles, 99% of these was positive or neutral in tone and combined reached 26,132,803 people, internationally.