A pitch-perfect campaign for InterCity’s partnership with Edgbaston Cricket Stadium
Challenge
IT service provider, Intercity, came to us with a more unusual brief.
We were asked to elevate Intercity’s partnership with Edgbaston Cricket Stadium, and create a strategic platform for driving brand awareness across trade and business audiences.
By strategically leveraging this collaboration, we aimed to position Intercity as a leading IT service provider, capturing attention across key trade media and influential business titles.
Our goal was not just to promote the partnership, but also to create a compelling narrative that resonated with existing and potential clients.
Solution
Drawing on our extensive media contacts and B2B communications expertise, we created a PR strategy designed to deliver high-impact coverage and help Intercity build relationships with key vertical and business media.
The strategy comprised two main strands:
The first strand focused on launching the partnership through a targeted media relations approach. With the partnership announcement coinciding with the Men’s 2023 Ashes Series at Edgbaston, we tapped into the topicality of the Ashes to add interest to the story and crafted a timely press release incorporating key messages and cricket puns.
The second strand was the development of a reactive, always-on news monitoring service, where we responded to reactive and topical news opportunities.
We also proactively reached out to key journalists with a list of engaging article topics, positioning Intercity as a thought leader. Topics included cybersecurity and user vigilance as well as AI in transforming business performance.
Impact
Our timely and compelling PR campaign helped the client raise its profile with key industry and business audiences through target media engagement.
This included:
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Media coverage spanning 600,000+ reach, comprising 60% positive sentiment with 20% neutral and 20% balanced
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Earned media coverage in key titles such as Stadia, The Stadium Business, Express & Star and Tech Monitor