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Get in touchLooseHeadz 24/7s: A World Record Rugby Challenge
The Ask
Drive national and regional coverage around a Guinness World Record attempt at Sandbach RUFC in Cheshire and utilise ex-England and British & Irish Lions lock George Kruis and former Fiji international Niki Goneva. Build momentum before. Sustain it during. Land the records after. As specialists in sport and culture PR, Square in the Air understood both the media opportunity and the cause behind it.
The Idea
Three phases. One campaign. And incredible 28 hours.
Before: an exclusive with Niki Goneva in the Daily Mail, timed to Fiji's Nations Championship fixture against England. George Kruis quotes were placed with The Guardian, while LooseHeadz co-founder Rob Shotton, joined by a world record attempt participant, appeared on BBC Radio Stoke's breakfast show and a local title the Sandbach Chronicle. TalkSPORT and Wales Online were secured through targeted outreach.
During: two live segments ran on BBC Radio 5 live across the weekend with George Kruis on the phone.
After: a press release confirming the new Guinness World Records landed with BBC News, Sport Industry and The Rugby Paper. George Kruis closed the campaign with Planet Rugby, reflecting on what twenty-eight hours of rugby meant for mental health awareness in the sport.
The output
15 million online views. 11 million radio listeners. 30,000+ print audience. Twenty-five pieces of coverage across BBC News, BBC Radio 5 Live, The Guardian, Daily Mail, talkSPORT, The Rugby Paper, Planet Rugby, Wales Online, Sport Industry and the Sandbach Chronicle. And £71,000 raised for LooseHeadz to date. An incredible 28 hours.
15m+
online views
11m
radio listeners
25
pieces of coverage
