Ending the year on a high note
We ended 2009 by successfully introducing Australians to the Ultimate Fighting Championship (UFC), the hugely successful franchise promoting mixed martial arts, which is the world’s fastest growing sport.
When UFC announced its first ever fight in the UK, it spent over £2 million in advertising to promote ticket sales. However, in stark contrast, in Australia it relied totally on PR to generate awareness of the event. Our strategy of encouraging positive reporting by ensuring that key writers in mainstream and digital media were fully familiar with the sport, as well as outreaching to key opinion formers to address potential concerns, resulted in overwhelmingly positive coverage and delivered the second fastest ticket
sell-out in UFC history.
Sample coverage here:
Daily Telegraph – click image for story
The Sydney Morning Herald – click image for story
