While Roy Hodgson’s England struggled on the field in France, Square in the Air helped our clients have a very successful Euro 2016.
With campaigns that ran before, during, and after the tournament, we were able to utilise the tournament to achieve coverage and promote our clients internationally. Here’s an overview of some of the major client wins from the Euros.
SITA secured the services of England legend Chris Waddle to act as brand ambassador for innovative odds comparison site Betting Expert throughout Euro 2016. We activated this by organising a series of interviews with national press during the tournament, including Daily Mail, Metro, Daily Express and The Sun. A B2B product launch and ambassador announcement also secured widespread exposure across the betting and gaming industry.
The campaign helped Betting Expert achieve coverage in 39 articles, with a cumulative readership of over 20 million.
SITA also briefed and designed a set of infographics for Betting Expert, which received coverage across local and national titles.
Ahead of the tournament, SITA commissioned a UK-wide research project for Sporting Index, with the results released before and during the Euros.
Helping to answer such questions as ‘Who makes England’s Fans XI?’, ‘Do you expect to see England win a major tournament in your lifetime?’ and ‘Do football fans back Brexit?’, data from the research achieved national and local coverage throughout the tournament.
Some of the press releases were backed up by Sporting Index branded infographics – as were individual ‘ref cards’, that were promoted through the tournament on live Euro 2016 blogs.
As part of SITA’s ongoing management of Sporting Index’s Twitter account, followers were invited to vote for their ‘Best of Britain XI’ in the lead-up to the action beginning, and on their Euro 2016 awards after the final. Throughout the tournament, SITA’s original and creative content saw 5.6M impressions on Sporting Index’s tweets, with around 2,000 retweets over the 30 days.
SITA helped UFX sign former French footballer and World Cup winner Emmanuel Petit as brand ambassador ahead of the action in France. Petit, who will also appear alongside another ambassador Mike Tindall in UFX advertising and marketing campaigns, was placed by SITA in the Telegraph for a wide-ranging interview, which touched on both football and financial trading.
Adding to the regular Punter pages that SITA provide for City AM each week, we wrote extra betting and preview articles for the newspaper during Euro 2016.
As well as a tournament preview, SITA wrote extra pages for major matches, including all England games, with Ben Cleminson’s picks helping City AM readers to a successful tournament.
SITA helped Betway to take full advantage of the Euros throughout the summer. As well as helping to distribute the Racing Post Euro 2016 guide to select journalists, SITA also organised the Racing Post Euro 2016 Preview Evening, with a panel of Darren Anderton, Bruce Millington, Mark Langdon and Michael Cox, which was chaired by Ed Chamberlin. Filmed in front of a specially invited audience of punters and journalists, the kick-off show helped Racing Post gain maximum exposure before the tournament began.