“I think you and your team are absolutely bloody amazing. You are simply the most cost effective marketing option I have ever encountered and your team are incredibly professional.” Craig Douglas, Managing Director, Douglas Webber – 2013
The Douglas Webber Cup International Ice Hockey Tour – Canada vs USA, commenced in Australia in 2013, bringing world-class entertainment to Australian audiences. Holysmoke! managed the PR campaign for the tour showcasing US and Canadian professional hockey players for the first time in Australian playing 3 exhibiton matches in Sydney and Melbourne.
Pyrotechnics, kiss-cams and elite hockey skill ensured audiences experienced a true North American ice hockey event, complete with the passion and rivalry of ice hockey fanatics. Ice rinks were built in stadiums, the matches sold out and Australia got a taste for one of the fastest and toughest sports on the planet.
Extensive media coverage was generated with a PR value of approximately $3 million which included TV, radio, newspapers & online with content secured in outlets like BRW, TimeOut, SMH, The Age, Daily Telegraph, 2GB, Triple M, Today Show, Footy Show, 9 & ABC News. Additionally we managed wrap party drinks after the matches and a big tour finale event at Star City.
In 2014 we were invited back to generate press placements for a 4 city, 5 match tour and we embraced the challenge with the goal of achieving year on year PR growth. It was the entertainment of the tour and media champions that contributed to five more sold out games to a crowd of over 100,000. In 2014 we generated over $6 million in media exposure, more than double that of the the 2013 tour. This calculation excludes the addition of the tour’s social media footprint and digital reach which would significantly increase the PR value even more.