BRIEF:

To develop a strategy to publicise TalkSPORT as the official UK commercial radio broadcaster for the FIFA 2006 World Cup and change perceptions of the station under a new CEO.

ACTION:

Propeller kick-started TalkSPORT's media coverage, crafted powerful thought leadership pieces and proactively raised awareness of station, its CEO and its World Cup
commercial activity.

RESULT:

Propeller secured interviews with its new CEO in The Independent, Campaign, Broadcast and Marketing Week. We achieved weekly coverage in the trade press throughout the campaign. After the World Cup, parent company UTV announced that talkSPORT's revenues rose more than a third, in contrast to an overall market decline of 3%, as advertisers bought into the station.